The Future of Buy Buy Baby Stores
The New Jersey baby retailer that purchased Buy Buy Baby’s intellectual property from its bankrupt parent company, Bed Bath and Beyond, has also acquired 11 of its leases, indicating a potential reopening of stores, according to court records.
Dream on Me Industries, a long-time supplier to Buy Buy Baby, bought these leases at a bankruptcy-run auction for approximately $1.17 million. They had previously acquired Buy Buy Baby’s IP, including trademarks, business data, and internet properties, for $15.5 million. However, the initial deal did not include keeping the stores open.
While it remains unclear what Dream on Me plans to do with the leases, the retailer currently operates through various retail partners and does not have physical stores. Nevertheless, with the acquired IP assets and these leases, they have the opportunity to revive the beloved baby chain.
As of now, Dream on Me has not provided any comments regarding their intentions for Buy Buy Baby’s future. The chain had attracted significant interest from bidders after its parent company filed for bankruptcy, but no viable bids emerged to keep the stores open.
Go Global Retail, a brand management firm, attempted to bid on Buy Buy Baby to maintain its operations, but the deal fell through. After months of liquidation sales, the remaining inventory in the stores is minimal. If new ownership were to reopen the stores, temporary closures would likely be necessary for restocking, which Dream on Me is well-equipped to handle.
The 11 leases won by Dream on Me through the auction are considered prime real estate, primarily located in the Northeast. Four are in New Jersey, two in New York, and the others in Maryland, Delaware, Massachusetts, Connecticut, and Virginia.
Founded in 1988, Dream on Me manages at least six brands, including Evolur Baby, Sweetpea Baby, and Slumber Baby.