The old Baby Boom space is about to become a baby registry. The only thing is, you can’t buy anything there.

And that’s how The Baby Registry by Diapers.com wants it. They hope moms-to-be can take it easy when choosing the stuff they’re going to need. So they’ve created a serene quiet space as an alternative to the super baby stores. With the help of highly trained sales people, moms and dads can peruse through more than 800 products and register for what they need in a quiet, sane space. Friends and family can order from the registry online, explains store manager Devra Siegel. If you need an immediate gift, you can pop in for a gift card for the website.

It’s a new concept store by Diapers.com, which was founded in Montclair by two New Jersey dads in 2004. It was named one of America’s fastest growing private companies by Inc. magazine last month.
Don’t worry, you still get to use the cool scanner guns that you use at the bigger baby stores. Shipping takes only one day and postage is free on purchases more than $49.


Devra Siegal, the store manager, tells me they plan to open by December 8:
The Baby Registry
598 Valley Road
Montclair, NJ, 07043.

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6 replies on “The Baby Registry Takes Over Baby Boom”

  1. This sounds deeply flawed to me. What’s the one big advantage “brick and mortar” have over a web store? You can walk in and buy something right now.
    Why would a “mother to be” need the schlep down to any ” serene quiet space ” farther away than their own computer?

  2. ROC,
    You missed this the main point: It’s not just a “serene quiet space,” it is a “quiet, sane space.”
    You see?
    Sanity from the evil “big baby stores.”
    AND you get the cool ray-gun scanner?
    C’mon, this is a hit: a store where you don’t really buy anything.
    Sounds like a winner to me!!

  3. Yes, parents-to-be need a serene, quiet space to really reflect on the fact that they don’t need half of the stuff they are registering for.
    I will be surprised if this business model works. Flabbergasted even.
    Having said that (any “Curb Your Enthusiasm” fans out there?), I hope it does well.

  4. Lauren Kaiser, graphic designer extraordinaire, did the awning which looks beautiful. Go, Lauren!

  5. As a new mother and a big fan of diapers.com, I hope they do well. Most shopping for registries is done online these days anyway and it seems to me to save soon to be parents the aggravation of going to noisy baby stores. I guess you could argue that the paretns should get used to shopping in those stores. Diapers.com is great service that I highly recommend to all parents who don’t have the time, money or motivation to search out the best deals for diapers. They deliver everything but the baby, the next day! It is such a beautiful thing, you must check it out if you have little ones.

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