Babyletto
Elevating the Nursery Journey: Babyletto’s Flagship Debut on Melrose with rekon Retail®
We made it possible
For 15 years, Babyletto built a powerhouse reputation as the most registered and recommended baby furniture brand in the digital space, selling over one million cribs to modern parents. However, as the brand evolved, leadership identified a critical "void" in the physical market: the need for a trusted, welcoming sanctuary where parents could touch, test, and personalize their nursery vision in real life.
Rekon Retail® was engaged as the strategic partner to translate this digital success into a high-touch physical environment, successfully launching Babyletto’s first-ever flagship store on Los Angeles’ iconic Melrose Avenue in September 2024. The Melrose flagship was designed to be far more than a showroom; it was conceptualized as a "community hub" and a "sanctuary for parents".
To ensure this first step into brick-and-mortar was a scalable success, Rekon Retail served as an embedded partner, establishing the operational playbook and kit-of-parts necessary for future expansion. Our scope included everything from project managing the design and construction phases to building the labor model and sourcing the store manager, to developing SOPs for core functions like inventory management and white-glove delivery.
By providing several months of post-launch operational support, we ensured the store transitioned seamlessly from grand opening energy into a high-performing steady state, moving Babyletto closer to its goal of becoming an omnichannel leader in the kids' furniture space.
This flagship launch marks a pivotal moment for Babyletto, returning to its Los Angeles roots with a physical presence that validates its online to offline growth. By testing this high-traffic street-front model on Melrose, Babyletto has not only increased its brand visibility but has also created a tactile, community-driven retail prototype that is ready to scale across the country.
Planning your first store or expanding to a second location?
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“After more than decade of selling cribs online, opening our first store was a completely new muscle for our team. rekon became an extension of our team, bringing the expertise we needed, helping us build the right playbook, and staying close through opening and beyond.”
Eleanor Vernon, Head of Retail and Community at Babyletto
