BuyBuy Baby plots brick-and-mortar return; opening 11 stores

Marianne Wilson
Marianne Wilson profile picture
No bidder has emerged that would keep BuyBuy Baby’s stores up and running.
BuyBuy Baby will open 11 stores in time for the holidays.

BuyBuy Baby is returning to digital and physical retail. 

Less than four months after the company was purchased out of bankruptcy by baby goods manufacturer Dream on Me and shuttered all its stores, BuyBuy Baby is reopening in time for the holiday season, starting with the launch of its website this month.

The retailer will open 11 stores in November as part of the initial relaunch, with locations from Massachusetts to Maryland. The stores will offer “an elevated shopping experience,” along with an updated registry, according to a company spokesperson.  (Four of the stores will be in New Jersey, with locations in Paramus, Cherry Hill, Bridgewater and Iselin, reported

Customers will be able to download the registry app in-store and on the BuyBuy Baby web site and scan items directly from their phones to add to the registry.

In other store features, iPads and other point-of-sale handheld devices will be available for a seamless checkout. QR codes will be offered in stores for product information online.

The merchandise assortment will offer a curated assortment of baby and maternal wellness brands in line with an “extraordinary retail experience that captures the essence of quality, convenience, and the personal touch that customers have come to expect from BuyBuy Baby,” according to the statement.

Heading up the new BuyBuy Baby is PeteDaleiden, who joined the company as CEO in August from Bealls, where he served as senior VP, chief merchandising officer.

Prior to joining Bealls in 2022, Daleiden spent 16 years at Bed Bath & Beyond Inc., including three years (2018-2021) as VP, GMM, merchandising, planning and allocation of BuyBuy Baby. Before that, he was VP, divisional merchandise manager, at Bed Bath & Beyond.

"The future of BuyBuy Baby is bright, and our team is committed to ensuring that BuyBuy Baby remains the go-to destination for all parents, caregivers, and families seeking thoughtfully designed and quality baby and child focused products, and exceptional service," said Daleiden,