Babylist, a digital platform for baby registries and parenting resources, has signed a new 10-year lease for 20,000 square feet at 477 Broadway in Manhattan’s SoHo neighborhood. The SoHo location will mark Babylist’s first store in New York City and builds on the success of its Beverly Hills showroom, which opened in 2023. The lease includes approximately 10,000 square feet on the ground floor and 10,000 square feet on the lower level.
Lee & Associates NYC’s Paul Popkin, Morris Dweck and Annie Squier represented the landlord, 477 Realty LLC. Lydia Bell and Cole Stapleton of Tungsten Property represented the tenant.Â
Founded in 2011 by Natalie Gordon, a former Amazon software engineer, Babylist reimagined the traditional baby registry by creating a universal platform that allows users to add products from any retailer. The company has since become a category leader, driven by strong brand partnerships, influencer alignment and highly engaged content that has positioned it as the go-to registry platform for modern parents.
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