A Big Box For Baby
Babies “R” Us continues its growth spurt across the country.
Susan Fishman

Babies “R” Us is adding 22 new stores this year. The company now has nearly 250 locations in 41 states.

In 2006, Babies “R” Us will open 22 new stores.  New locations can be found across the United States from San Diego, California, to Holyoke, Massachusetts, and from Sarasota, Florida, to Woodbury, Minnesota.

“This year, we’re excited to open more than 20 new stores across the country, bringing the Babies “R” Us experience to expectant parents in a number of communities that previously did not have access to one of our stores,” says Deborah Derby, president of Babies “R” Us. “For example, we opened the first Babies “R” Us store in the state of Wisconsin in March, and we also opened our first stores in Spokane, Washington, and Wichita, Kansas, in August.”

The company also recently appointed two new executives to the team this year. Derby was appointed president of the company in May. She joined Toys “R” Us, Inc. in 2000 and most recently held the position of executive vice president of human resources, legal and corporate communications for Toys “R” Us, Inc. In addition, Janet Taake joined Babies “R” Us in June 2006 as the senior vice president, general merchandise manager. In this role, Taake oversees all merchandising and product development decisions and works closely with major vendors, such as Carter’s, Baby Jockey, Graco and Evenflo to direct buying decisions and influence product development.

Babies “R” Us features a wide selection of products for newborns and infants, including cribs and furniture, car seats, strollers, formula, diapers, bedding, clothing for preemies, toys and unique gift ideas.  Babies “R” Us also offers an online and in-store baby registry. The baby registry has proven to be a big hit with expectant moms from coast to coast, as nearly 50 percent of all first time and expectant mothers register at Babies “R” Us. When registering in person at any Babies “R” Us store, parents receive a complimentary packet of helpful information that includes a “getting ready for baby” resource guide, a new parent “must haves” checklist and a choice of baby shower invitations or insert cards.  Babies “R” Us also offers a number of convenient guest services and amenities, such as a mother’s room for baby care, parking for expectant moms, a special orders desk and complimentary gift wrap.

“As we continue to grow, we constantly look for ways to bring fresh merchandising concepts and new service offerings to our guests,” says Derby. “Our exclusive products include designs by Wendy Bellissimo, a noted celebrity nursery designer. Wendy has designed nurseries for celebrities including Brooke Shields and Kelly Ripa, and her designs are available at affordable prices exclusively at Babies “R” Us.”

Babies “R” Us stores average from 23,000 to 46,000 square feet. The store design is a collaborative effort between the in-house store planning and design team and outside consultants. The stores are known for their open floor plans and bright, wide aisles that can easily accommodate growing families. The store’s color palette is both inviting and relaxing and caters to expectant parents and grandparents.

In 2006, Babies “R” Us will open 29 new Kiddie Kandids portrait studios in its stores, bringing the total to 110 studios nationwide.  Kiddie Kandids is a professional children’s portrait studio specializing in newborn and toddler portraiture.  Because studios are completely digital, parents can instantly view and customize the portraits and take them home the same day. 

The stores also host complimentary educational seminars and in-store events for parents and grandparents to offer guidance and practical advice via knowledgeable guest speakers, Q&A sessions and brochure distribution. In February 2006, Babies “R” Us launched the “Road to Motherhood” tour, a traveling educational program for expectant parents featuring seminars specifically designed to tackle important baby questions, including “Baby’s First Bath,” “Breast to Bottle,” “Prenatal Nutrition,” and “Learn with Your Baby,” among others.