Jack Crivici-Kramer

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?

Probably charged Rihanna to get that product in the store.

And glam up the section that highlighted it.

But here's the news, Yetis.

Babyliss is opening their second experiential arena store in New York City, but one little caveat here.

New York City parents are different than LA parents.

Yeah, I can bring the disclosure having been a baby in New York City.

It's a different thing.

I mean, you're lucky if you're in a closet sometimes.

But besties, there is one more key reason babyless business is accelerating, even though the baby population is not.