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Exclusive: Rent the Runway founder Jenn Hyman is taking over IPO-bound Babylist as it nears $1 billion in revenue
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Oct 6, 2026The Cut
The New Baby Lifestyle Creep
At Babylist’s Soho showroom, expectant parents are lining up to register for $1,500 strollers and $850 carseats.
Oct 5, 2026Bloomberg
Babylist CEO on New NYC Showroom, Growth Targets
Babylist CEO Jennifer Hyman discusses the company’s new 20,000-square-foot showroom in Manhattan’s SoHo neighborhood, which opened at the end of September and is its largest retail location yet. Hyman says the space is designed to help expecting and new parents research major purchases with expert guidance: visitors can learn about products, try baby carriers and get help installing car seats. She speaks with Scarlet Fu on "The Close."
Oct 2, 2026NBC News
Where did all the baby stores go? New NYC showroom lets parents-to-be try before they buy
After most physical baby retail stores shut their doors, expecting parents say it's hard to test gear in person. Babylist's new NYC showroom lets them try products hands-on and register to buy anywhere. NBC News' Valerie Castro has the story.
Sep 25, 2026PR Newswire
Babylist Opens New York Showroom to Bring its Universal Registry to Life
Babylist, the leading platform for growing families, today opened its New York Showroom, a 20,000-square-foot, two-level destination at 477 Broadway in the heart of SoHo. The opening marks Babylist's second Showroom location, its largest to date, and arrives three years after the company's Beverly Hills flagship. It also comes on the heels of Babylist welcoming new CEO Jennifer Hyman, who officially stepped into the role earlier this month.
Aug 18, 2026PR Newswire
Alex Cooper, Unwell and Babylist launch new partnership, starting with a movement supporting new and expecting parents
Alex Cooper, the co-founder of Unwell and host of "Call Her Daddy," is launching a multi-phase partnership with Babylist, the leading parenting platform in the U.S., to bring her dedicated fanbase even closer into her journey of becoming a mom. The partnership includes community-driven conversations and a large-scale initiative to support other expecting parents, bringing together Alex's community with Babylist's platform and parenting expertise. Cooper, Babylist and Unwell will crowdsource real-talk parenting advice, product recommendations and the essentials experienced parents say actually mattered most, helping shape her experience in real time and demystify the realities of parenting to millions.
Aug 18, 2026People
Alex Cooper Reveals What Has Surprised Her Most During Pregnancy, Shares How She Plans to Support Fellow Moms-to-Be (Exclusive)
Alex Cooper is giving back to fellow moms-to-be. Following a week of clearing baby registries, the pregnant Call Her Daddy podcast host, 31, is teaming up with Babylist to clear additional registries for many expecting moms. In an exclusive interview with PEOPLE, Cooper, who’s expecting her first baby with husband Matt Kaplan, says the partnership was inspired by her own pregnancy experience, which has motivated her to give back to her community following the advice she got from fans. The podcaster says becoming pregnant brought something “so new” to her, adding that she quickly realized how much expectant parents have to figure out.
Jul 29, 2026PR Newswire
Babylist Welcomes Jennifer Hyman as Chief Executive Officer as Founder Natalie Gordon Transitions to Executive Chair Role
Babylist, the leading platform for growing families, today announced that founder and CEO Natalie Gordon will transition into the role of Executive Chair. Jennifer Hyman, co-founder and former CEO of Rent the Runway, will succeed Gordon as Chief Executive Officer, effective September 9, 2026.
Jul 7, 2026PR Newswire
Babylist Launches Early Investor, Extending Financial Support from Birth to College
Babylist, the parenting platform and universal registry used by more than 40% of first-time parents in the U.S., today announced the launch of Early Investor, a new product that lets parents take one easy step to make saving for a child's education a shared effort, turning the same community that showed up for the baby shower into ongoing support for birthdays, holidays, and the years ahead.
Jun 9, 2026Ad Week
How New CMO Jill Cress Is Pushing Babylist Past the Registry
Financial marketing vet aims to create a holistic parenting platform as Babylist prepares to IPO
May 29, 2026Fast Company
Babylist built a $750 million registry empire. Now it’s betting on ‘Trump accounts’ for kids
With the launch of Babylist Money, the company is moving beyond the nursery and into long-term financial planning.
Apr 7, 2026PR Newswire
Babylist Appoints Jill Cress as Chief Marketing Officer to Lead Next Chapter of Brand Growth
Babylist, the leading platform for expecting and new parents, trusted by 10 million people making purchases in the US, announced the appointment of Jill Cress as Chief Marketing Officer, effective May 2026. Reporting to Founder and CEO Natalie Gordon, Cress will lead the company's full marketing function, including brand, performance, content, and experiential. The appointment comes as Babylist expands beyond its universal registry into a broader digital destination for modern parenting, fueling new growth opportunities and deepening Babylist's position as the most trusted name in the $235B kids & baby market.
Apr 7, 2026Ad Week
Mastercard and PayPal Veteran Jill Cress Is Babylist's First CMO
Cress arrives at an inflection point for the online registry as it prepares to IPO. If the biggest surprise awaiting America’s first-time parents isn’t caring for an infant, it’s paying for one: Bringing a newborn into the house runs just shy of $19,000. It’s little wonder, then, that the hallowed institution of the bridal registry has expanded into a wish list to help parents acquire essentials ranging from formula to car seats.
Apr 7, 2026Wall Street Journal
Babylist Hires First Chief Marketing Officer Ahead of Potential IPO
Babylist, a company that helps expectant parents build gift registries, hired Jill Cress as its first chief marketing officer.
Mar 30, 2026PR Newswire
Babylist Announces Second Showroom in New York City's Soho, Bringing Its Immersive Parenting Experience to the East Coast
Babylist, the leading platform for expecting and new families, announced it will open its second Showroom, a 20,000 square foot experiential destination at 477 Broadway in the heart of Soho, New York City. The space is expected to open in late summer 2026 and will offer growing families an immersive, expert-led experience to explore and discover baby gear in person, build their registries with the guidance of Babylist's registry consultant and attend events and educational classes.
Mar 26, 2026Bloomberg
Babylist Approaches $1 Billion in Sales as It Eyes IPO Next Year
Babylist Inc., which specializes in gift registries for expectant parents, is experiencing strong growth that’s setting the stage for a potential initial public offering.
Mar 26, 2026PR Newswire
Babylist Tops $750 Million in Revenue in 2025, Increasing 45% as it Expands Ecosystem for Growing Families
Babylist, the leading platform for expecting and new families, today announced select financial and operating results for 2025, including record revenue, increasing 45% year-over-year to surpass $750 million annually. 2025 also marked the company's eighth consecutive year of profitability, reflecting strong momentum across Babylist's expanding ecosystem of products and services for parents. Additionally, the company announced two new appointments to its board of directors, Jennifer Hyman, co-founder and CEO of Rent the Runway, and Joanne Bradford, former SoFi, Pinterest and Microsoft executive.
Mar 24, 2026Fast Company
The companies with the most innovative corporate social responsibility programs of 2026
The corporate social responsibility efforts of Microsoft, Lego, Babylist, and Samsung are among some of Fast Company’s most innovative in 2026.
Mar 23, 2026Modern Retail
Babylist’s newest arrival is a New York showroom
Nearly three years after opening its first showroom in Beverly Hills, Babylist is making its debut in the Big Apple. The universal baby registry platform is opening a new location in New York City’s Soho neighborhood sometime this summer. At 20,000 square feet, the New York location will be bigger than its 18,000-square-foot California counterpart.
Feb 18, 2026Ad Week
EXCLUSIVE: Babylist Revamps Advertising Network With New Technology
Baby registry site Babylist is revamping its advertising business that allows marketers to reach parents. The company has selected commerce media platform Koddi to power a new version of its ad business, ADWEEK can exclusively reveal. Babylist had been using in-house tech tools to sell ad products on its website since 2019.
Jan 22, 2026PR Newswire
Babylist Launches Birth with Babylist, a New Podcast Reimagining How Expecting Parents Prepare for Birth
Babylist, the leading platform for growing families, today announced the launch of Birth with Babylist, a new podcast to change the conversation around giving birth. Birth with Babylist is flipping the script on birth education. In a world where social media feeds overflow with misinformation and conflicting advice, and it's harder than ever for parents to figure out how they actually want to give birth, Babylist is doing what it does best: breaking down complex topics, delivering grounded guidance and amplifying real stories from real parents who have been through it. This is birth education from trusted experts, at no cost, and there for parents whenever they want it.
Dec 2, 2025Fast Company
These 5 brands’ staying power is built on how well they know their customers—and themselves
As companies entering the next phase of their growth, these 2025 Brands That Matter established excellence honorees are positioned for fan growth.
Jun 24, 2025Fortune
How a former Amazon engineer turned a 14-year-old baby registry into a $500 million-in-revenue business
Natalie Gordon started the baby registry Babylist in 2011 to serve customers like her. A former software engineer for Amazon, she was about to have her first child and started building a registry that met her needs. That helped Babylist distinguish itself as a destination for new parents of the early 2010s in a market where any registry for them was baby blue and pale pink, with cutesy cartoons they didn’t want to send around to friends and family. “I was our core user,” she remembers. “I was writing every single line of code. It was very easy to know what to build because I was building it for myself.”
May 20, 2025Cheddar
How Babylist Is Changing the Way You Get Ready for That Newest Family Member
Babylist CEO Natalie Gordon joins Cheddar to discuss how the website is helping new parents, how to make a registry and how secondhand options are available.
Apr 28, 2025Bloomberg
Small Business Owners Push for Tariff Relief
Babylist CEO Natalie Gordon is calling on the Trump administration for tariff breaks on critical baby products like car seats, cribs, and strollers. She joined Bloomberg Open Interest to talk about the small business push for tariff relief.
Apr 24, 2025Inc
A Tax on Babies? That’s What Babylist Founder Natalie Gordon Calls Trump’s Tariffs
Entrepreneur Natalie Gordon is leading a drive to exempt baby products made in China from Trump’s heavy import duties, calling them essential items.
Jan 27, 2025Architectural Digest
Tour Alison Roman’s Baby Nursery in Her Historic Brooklyn Home
The Sweet Enough author collaborated with Babylist, starting the room’s design with essentials like a bouclé glider and walnut wood crib from Babyletto.
Jan 23, 2025People
Pregnant Alex Morgan Reveals Sex of Baby No. 2 and Shares the Sweet Way Her Daughter, 4, Is Welcoming Her Sibling (Exclusive)
The retired soccer star, 35, spoke with PEOPLE exclusively about her partnership with Babylist, sharing that she had her baby boy in mind as she put together her registry.
Jan 16, 2025Modern Retail
Brands like Babylist and Bobbie are sharing resources to help victims of the LA wildfires
After devastating wildfires ripped through the Los Angeles area, brands and retailers have been scrambling over the past week to find ways to help residents impacted by the destruction.
Jan 10, 2025Parents
These Are the 20 Baby Essentials to Register for on Babylist, According to a Mom of 5
These baby registry items make parents' lives easier.
Oct 19, 2024Axios
The hottest baby registry item: Cash
Baby's First Home Cash Fund, launched by Opendoor and Babylist this year, saw 1,060 total registry adds in the first half of 2024.
Jun 27, 2024Modern Retail
How Babylist is building a media empire for new parents
Babylist is making moves to be more than just a registry for soon-to-be parents. The company has been building a media business over the last four years, becoming its fastest-growing revenue stream.
Jun 20, 2024Fast Company
How Babylist spun its free online baby registry into $400 million a year in revenue
Though the company was conceived as a better online baby registry, today it encompasses content, wellness services, and even physical retail. Babylist has achieved this by tapping into that remarkably “flexible” consumer mindset of new parents and building a universe of products and services around it.
Jun 20, 2024Ad Age
How Babylist grew from a baby registry site to a $400M media & commerce business
In a retail landscape where the struggles of baby brands ... have been well chronicled, Babylist seems to have bucked the trend. … The company ... has moved beyond its online baby registry roots into a technology company funded by e-commerce, media buying and health insurance reimbursement.
Jun 20, 2024TechCrunch
Babylist makes an even bigger bet on baby products with Expectful acquisition
The deal brings together two companies focused on parental support, now helping people navigate everything from eco-friendly diapers to mental wellness around fertility.
Jun 20, 2024Axios
Babylist acquires SourceMD, launches Babylist Health
Babylist … acquired medical equipment supplier SourceMD and is launching a new business called Babylist Health.
Mar 19, 2024Fast Company
This free, online baby registry is making $400 million a year—here’s how
With a push into healthcare, Babylist has become a one-stop shop for new parents, making it one of Fast Company’s Most Innovative Companies in retail for 2024.
Feb 1, 2024Fast Company
How Babylist spun its free online baby registry into $400 million a year in revenue
Though the company was conceived as a better online baby registry, today it encompasses content, wellness services, and even physical retail. Babylist has achieved this by tapping into that remarkably “flexible” consumer mindset of new parents and building a universe of products and services around it.
Dec 12, 2023Modern Retail
E-Commerce Executive of the Year
Lee Anne Grant has had a tremendous impact on Babylist’s business, expanding their audience and securing its position as the premier media destination for all things baby, parenthood, and pregnancy.
Nov 1, 2023People
Ashley Benson Is Pregnant, Expecting First Baby with Fiancé Brandon Davis
The Pretty Little Liars alum and fiancé Brandon Davis broke the news of their pregnancy by being seen at the Babylist Beverly Hills Showroom, perusing baby goodies as they added baby essentials to their registry.
Oct 1, 2023E! News
Kris Jenner Shopped Babylist for Kourtney Kardashian's Baby Registry
Kris Jenner traveled to Babylist's Beverly Hills showroom to test out products for her pregnant daughter Kourtney via FaceTime while Kourtney used the Babylist app to add items to her Babylist registry.
Aug 1, 2023PR Newswire
Babylist Opens Its First Brick and Mortar Store in Beverly Hills
Babylist is primed to make its mark on the $88 billion baby market with the opening of a...showroom in Beverly Hills. “Because we actively engage with our community on a daily basis, we understand their brand preferences and how they evolve,” said Natalie Gordon. “As a result, we help partners make an impact on their target audience.”
Aug 1, 2023Modern Retail
Why Shipt partnered with Babylist on a branded content campaign
When delivery service Shipt was looking to invest in customer awareness last year, it didn’t tap a hotshot ad agency or chase clicks on social media ads. Instead, it turned to Babylist, an online baby registry service with a robust social media presence of over 1.7 million followers.
May 1, 2023The New York Times
The Scramble to Take Over What Bed Bath & Beyond Left Behind
Babylist...said the number of registries created on its platform in the last few weeks since Bed Bath & Beyond filed for bankruptcy was 35 percent higher than a year ago.
May 1, 2023Inc
Best Workplaces 2023
The Babylist team has a growth mindset and values curiosity, community, action-orientation and working smarter. The business has been able to achieve profitability by remaining laser focused on sustainable, long-term growth.
Dec 1, 2022Axios
Babylist acquires SourceMD, launches Babylist Health
The acquisition of SourceMD, which provides breast milk pumps that can be paid for with health insurance, gives Babylist better access to the global mother and child health care market.
Jul 1, 2022Ad Week
Babylist Rolls Out The Push Studio for Customized Content
The vertical marketplace and ecommerce platform for all things baby and beyond has launched a full-service content studio, called The Push. It joins Babylist’s suite of offerings for brand partners looking to connect with the platform’s 8 million customers.
May 1, 2022Shorty Awards
The Shorty Awards - Winner
Babylist successfully created the first-ever virtual store to discover, explore and engage with dozens of brand partners and hundreds of products in a realistic, 3D virtual home and then easily purchase or add those items to a registry.
Nov 1, 2021PR Newswire
Millennial Parenting Platform Babylist Raises $40 Million, Expects To Hit $250 Million In Annual Revenue
Bundling itself as an online authority and marketplace has proven to be a winning formula for Babylist. The company claimed $130 million in revenue [in 2020], up from $54 million in 2019.
Sep 1, 2021Inc
Female Founders 100
2022 was an investment year in which Natalie Gordon laid the groundwork for major new growth opportunities, including two strategic acquisitions and the development of three new owned brand product lines.
Jul 1, 2021Romper
Babylist Announced It Will Pay For U.S. Olympians To Bring Their Babies To Tokyo
“When we heard that there were some athletes faced with the choice between competing at the highest levels or caring for their baby, we knew we had to get involved,” Lee Anne Grant, Babylist’s VP of Marketing tells Romper.
Jun 1, 2021People
Pregnant Halsey Shows Off Baby Bump as They Raise Money for Other Soon-to-Be Parents in Need
With Babylist, Halsey is also asking for donations in support of Baby2Baby via The Great Group Gift initiative, to which the artist and Babylist already donated $100,000.
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