"Buy Buy Baby to Close All Stores by Year-End, Goes Digital"

[Sanjeev Advani]

Buy Buy Baby is closing all 10 of its stores by the end of 2024, marking the end of its brief brick-and-mortar revival. Dream on Me Industries, the company behind the brand’s rebirth last year, announced the shift to a digital-first strategy, focusing solely on online shopping. Stores in Connecticut, Delaware, Maryland, Massachusetts, New Jersey, New York, and Virginia are holding liquidation sales.

Buy Buy Baby originally closed in 2022 as part of Bed Bath & Beyond's bankruptcy. Dream on Me acquired the brand’s intellectual property and reopened a few stores, but with rising e-commerce trends, physical stores became unsustainable. As the retail sector faces continued strain, Buy Buy Baby’s transformation highlights the shift toward online retailing, even as Bed Bath & Beyond products make a limited return to physical stores through the Container Store.