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October 21, 2024

buybuy BABY store in West Hartford to close

HBJ PHOTO | DAVID KRECHEVSKY The buybuy BABY retail store in The Corbin Collection at 1433 New Britain Ave. will close by the end of the year.
By David Krechevsky

Buybuy BABY is saying goodbye to its retail stores. 

The national chain — which operates a store in The Corbin Collection at 1433 New Britain Ave. and offers baby gear, furniture, clothing, toys and other supplies — has announced plans to close its brick-and-mortar locations.

“The demand of consumers has changed, and as such, so are [sic] we,” the company stated in a Facebook post announcing the beginning of closing sales on Oct. 18. “Based on the feedback from our loyal customers, we are shifting away from the brick-and-mortar model for the near term, and redefining ourselves as a digital-first brand.”

The post continued, “We are placing a stronger emphasis on our e-commerce and wholesale capabilities and our plan moving forward is to focus all of our efforts into our digital platform.”

It added that the company is expanding its distribution network “to support faster and more efficient delivery,” and that the changes will “enable us to meet increasing demand and ensure that our products are available to customers whenever and wherever they need them.”

On its website, the company states that it will close all of its “physical stores before the end of the year.”

It states that stores will accept buybuy BABY gift cards as payment through Oct. 31. After that, gift cards can be redeemed only online at buybuybaby.com. 


Neither the Facebook post nor the website state how many people are employed at the West Hartford store nor whether they are being offered severance or other positions within the company. The West Hartford store is the company’s only physical location in Connecticut.

The only other location in New England is in Braintree, Massachusetts. Overall, the company has 115 stores nationwide.


The company did not respond to a request for comment.

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