Buybuy Baby to Close All Stores and Shift to Online-Only Model

The retailer's strategic reset follows its parent company's bankruptcy and aims to enhance the digital shopping experience.

Buybuy Baby will close its remaining 10 physical stores by the end of 2024, transitioning to a digital-first brand.
The decision comes after Bed Bath & Beyond, Buybuy Baby's former parent company, filed for bankruptcy in April 2023.
Dream on Me Industries acquired Buybuy Baby's intellectual property and some leases, prompting a strategic shift to online sales.
Significant in-store discounts are being offered until closure, with gift cards honored in-store until October 31 and online thereafter.
The company emphasizes customer feedback as a key driver in its move to focus on providing an exceptional online shopping experience.