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Babylist has committed to its first physical location in New York City, signing a 10-year lease at 477 Broadway in Manhattan’s SoHo neighborhood. The digital-native company, best known for its online baby registries and parenting resources, will occupy a total of 20,000 square feet in the building. The space is divided between roughly 10,000 square feet on the ground floor and an additional 10,000 square feet on the lower level, positioning the retailer in one of SoHo’s high-visibility retail corridors.
The new SoHo store represents Babylist’s initial brick-and-mortar presence in New York City and extends a physical retail strategy that began with the company’s Beverly Hills showroom, which opened in 2023. By adding a New York City location, Babylist is creating another in-person environment to showcase its brand and products, complementing its established online platform and content-driven engagement with parents and parents-to-be.
The landlord at 477 Broadway, identified as 477 Realty LLC, was represented in the lease transaction by Lee & Associates NYC. The leasing team included Paul Popkin, Morris Dweck and Annie Squier, who acted on behalf of the property owner. On the tenant side, Babylist was represented by Tungsten Property, with Lydia Bell and Cole Stapleton leading negotiations for the retailer.
Babylist was founded in 2011 by Natalie Gordon, a former Amazon software engineer. The company set out to rethink the traditional baby registry by building a universal platform that allows users to add items from any retailer rather than limiting choices to a single brand or store. Over time, Babylist has expanded its offering beyond registry tools to include parenting resources and content designed to support new and expecting parents through product discovery and decision-making.
The company has established itself as a category leader in the baby registry space, supported by partnerships with brands, collaborations with influencers and a focus on highly engaging content. These efforts have helped position Babylist as a go-to platform for modern parents who want flexibility in where and how they shop. The SoHo lease continues that trajectory by giving Babylist a significant physical footprint in a key New York City retail district while maintaining its core identity as a digital-first registry and content platform.
The post Babylist Signs 10-Year Lease for 20,000-SF SoHo Flagship, Its First NYC Store appeared first on CRE Market Beat.
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