Less than a year after the bankrupt business attempted to relaunch several outlets under a new parent, BuyBuy Baby is bidding its stores farewell once more.
The shop will close its ten sites by the end of the year and switch to an online-only business model as part of a “strategic reset.”
The “tough” choice “comes after listening closely to our incredible customers, and our valued partners,” according to a statement on BuyBuy Baby’s website.
Gift cards will be accepted at locations until October 31 and closing deals have started at its remaining outlets. The use of gift cards and baby registries will continue to be accessible on the BuyBuy Baby website.
Less than a year was spent on BuyBuy Baby’s brick and mortar comeback, which at one point had up to 120 stores throughout the US. The second version was dispersed over a number of US states in the east.
Dream On Me Industries, a New Jersey-based baby product manufacturer and supplier, purchased BuyBuy Baby’s intellectual property and trademark rights for $15.5 million after the previous parent firm Bed Bath & Beyond filed for bankruptcy in 2023.
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Dream On Me soon declared that it was reopening a few sites in anticipation of building 100 outlets over the next few years.
Nevertheless, BuyBuy Baby had to contend with a cautious customer base that was pressed by inflationary pressures as well as more established competitors like Amazon and Target that have a firm hold on the market.
