Jack Crivici-Kramer

One-tenth of the revenue comes from sales of breast pumps, which yes, are FSA or HSA eligible.

Because funny thing yet, despite America having its lowest birth rate ever, those babies that are being born, Jack, they're born to anxious but well-off zillennial parents who will buy anything so they can just take their Zoom call in the conference room and keep their baby B for like 30 minutes.

Oh, willingness to pay.

Nothing eases the mental load of parenting like an expensive macrame activity gym, which comes with a built-in Artipop baby carrier.

But yeah, what Nick and I found fascinating about this, besides the cathartic release of our parental stress, was seeing retail make the ultimate strategic switcheroo.

That's right.

Digital is getting physical, baby.

As BabyList rose, the physical brick and mortar competition of baby stores started to fall.

Bye Bye Baby closed 120 stores.

Babies R Us went straight up baby bankrupt.

So it looked like BabyList won.

But then in 2023, this digital disruptor

flipped the script and went physical.

They opened an 18,000 square foot store in Beverly Hills.

They have an all-terrain stroller track so you can test drive your stroller suspension.

They have a real car in the store so practicing dads can see what it's like to hoist that car seat into position.

It's a squat thrust.

Also, clever business strategy here.

There's such high intent among the customers strolling at a baby store that this store can actually charge brands rent to get their products in front of those customers.

For example, Rihanna launched her own maternity line a couple years ago, and what did Babyliss do, Jack?