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Babylist Leases 20,000-Square-Foot SoHo Flagship for First NYC Store

The move signals a push into experiential retail to turn its online registry users into in‑store customers.

Overview

  • Babylist has signed a 10-year lease for 20,000 square feet at 477 Broadway in SoHo for its New York debut.
  • The footprint includes 10,000 square feet at street level plus 10,000 square feet on a lower level.
  • Lee & Associates represented 477 Realty as landlord, with Tungsten Property representing Babylist.
  • Reported asking rent for the two-level space was about $3.5 million per year, though final terms were not disclosed.
  • Tungsten Property said an opening is anticipated this summer, with Arik Lubkin leading an experiential showroom that builds on Babylist’s 2023 Beverly Hills pilot.