Tungsten Property represents Babylist in 20,000 s/f retail lease at 477 Broadway in SoHo

Manhattan, NY Tungsten Property represented Babylist, Inc. in securing 20,000 s/f of retail space at 477 Broadway, located between Broome and Grand Sts. in SoHo.

The lease, which was signed in Q4 2025, comprises portions of the ground floor and lower level and will serve as a flagship location for the company, with an opening anticipated this summer.

Lydia Bell, a director of retail leasing at Tungsten Property represented the tenant in the transaction. Bell was supported by Cole Stapleton, associate at Tungsten Property. The landlord was represented by Lee & Associates, including Paul Popkin, Morris Dweck, and Annie Squier.

477 Broadway offers frontage and pedestrian flow. The site traces back to the early 19^th century as part of the Rhinelander family estate, and the building has been the home to numerous notable companies over the last 10 years.

“Babylist has built an incredibly strong digital platform, and this lease represents a natural evolution into physical retail in one of the most competitive retail markets globally,” said Bell. “We continue to see strong conviction from digitally native companies and brands in omnichannel strategies, and this is a prime example of how physical retail can deepen customer engagement and drive long-term growth.”

Founded in 2011, Babylist has redefined the traditional registry model by allowing users to add products from any retailer while offering curated content and services for expecting parents. The company continues to expand its physical footprint, drawing on learnings from its Beverly Hills location to inform its New York City flagship. The brand’s in-store experience is being led by Arik Lubkin, former chief creative officer of CAMP, who recently joined Babylist to spearhead the design and customer journey.

The SoHo showroom will combine service-driven elements with experimental retail & events, allowing customers to browse products while also scanning items to add directly to their registries. The space will feature an “always-on” education component, with product demonstrations and consultations across key categories, alongside regular programming such as registry weekends and in-store events.

Building on the success of its Beverly Hills showroom as a content hub, the New York location will include expanded areas dedicated to content creation, including podcast recording and digital production. The layout will also incorporate dual entrances — front on Broadway and rear on Crosby—allowing for private events and brand activations to occur without disrupting the customer experience.

“We had a very specific vision for our New York space. If it wasn’t perfect, we were prepared to wait. Lydia listened, gave expert guidance, and negotiated a deal we’re genuinely thrilled with. We’re so excited to call this space home to Babylist New York,” said Molly Goodson, VP of brand and media at Babylist.