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Babies R Us to make grand return at American Dream mall in East Rutherford. Here’s an inside look

The American Dream location in East Rutherford will be the only Babies R Us store open in the U.S.

Lanette Espy and Nick Meidanis

Jul 18, 2023, 4:49 PM

Updated 340 days ago


A push to revive an iconic baby store brand continues with Babies R Us opening Wednesday at American Dream mall in East Rutherford. This will be the only Babies R Us in the U.S.
The revival of Babies R Us comes five years after the store shut its doors. Last year, Toys R Us opened at American Dream, another classic brand making a fight to return.
Adi Adair, chief financial officer at American Dream, says the difference between shopping online and shopping in stores is that shoppers can come in and actually feel and test what they want to buy.
“Everybody knows that online shopping is so easy…What if you’re not sure what you like? What if it’s you are a new, expecting parent? This allows you to come, touch, feel,” she said.
Adair says American Dream is now about 80% full with store leasing. Adair hopes over the next two years, store leasing will reach the high 90% mark, which she calls stable.
Nationwide, retail sales are on the rise with an 0.2% overall increase from May to June.

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