Babylist Signs 20,000-SF Lease at 477 Broadway for First NYC Store
Babylist, the leading digital platform for baby registries and parenting resources, has signed a 10-year lease for 20,000 square feet at 477 Broadway in Manhattan’s SoHo neighborhood, marking the brand’s first New York City store. The location is expected to open in late summer 2026.
The two-level space includes 10,000 square feet on the ground floor and 10,000 square feet on the lower level. Asking rent for the space was approximately $3.5 million per year, according to Lee & Associates, which represented landlord 477 Realty in the deal. Lydia Bell and Cole Stapleton of Tungsten Property represented the tenant.
The SoHo store will be Babylist’s second physical location, following its 18,000-square-foot Beverly Hills showroom that opened in 2023. The New York location will offer an experiential retail and showroom concept tailored to city parenting — addressing the realities of small apartments, limited storage, and stroller navigation on public transit. The in-store experience is being led by Arik Lubkin, former chief creative officer of CAMP.
Founded in 2011 by Natalie Gordon, a former Amazon software engineer, Babylist has grown into a category leader with more than $750 million in annual revenue and over 10 million annual shoppers.
Paul Popkin, Morris Dweck, and Annie Squier of Lee & Associates NYC represented the landlord.
“There is a real gap in the market for this type of experiential retail in Lower Manhattan, particularly in the baby category,” Popkin said.