Babylist signs 20,000 s/f flagship lease at 477 Broadway in SoHo

Manhattan, NY Babylist, one of the leading digital platforms for baby registries and parenting resources, has signed a new 10-year lease for 20,000 s/f at 477 Broadway in SoHo.

The lease includes 10,000 s/f on the ground floor and 10,000 s/f on the lower level. Although the terms of the lease were not disclosed, asking rents for the two-level space were $3.5 million per annum.

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.

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.

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. That location has proven successful as a hands-on environment where customers can interact with products, consult with experts and attend community and brand-driven events.

At 477 Broadway, Babylist will build on the success of its Los Angeles showroom with a new retail and showroom concept designed to bring its digital platform into a physical environment. The space is expected to offer customers the opportunity to engage with products, brands and expert guidance in a more hands-on, experiential setting.

The brand’s experience is being led by Arik Lubkin, former chief creative officer of CAMP, who recently joined Babylist to spearhead the design and customer journey.

“There is a real gap in the market for this type of experiential retail in Lower Manhattan, particularly in the baby category,” said Popkin. “Babylist identified SoHo as the ideal location for its first New York City store and is bringing a completely new concept to the neighborhood, one that blends retail, showroom and community in a way that simply doesn’t exist today. The scale and configuration of 477 Broadway made it the perfect canvas for that vision.”

477 Broadway offers frontage, pedestrian traffic and proximity to a mix of global brands and digitally native retailers. The property’s multi-level layout provides the flexibility increasingly sought by tenants creating immersive, experience-driven environments.

The transaction underscores continued demand from e-commerce and digitally native brands establishing flagship brick-and-mortar locations in premier retail corridors to deepen customer engagement and extend their physical presence.