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Babylist Inks SoHo Lease for First NYC Store

Babylist, a digital platform for baby registries and parenting resources, has signed a new 10-year lease for 20,000 square feet at 477 Broadway in Manhattan’s SoHo neighborhood. The SoHo location will mark Babylist’s first store in New York City and builds on the success of its Beverly Hills showroom, which opened in 2023. The lease includes approximately 10,000 square feet on the ground floor and 10,000 square feet on the lower level.

Lee & Associates NYC’s Paul Popkin, Morris Dweck and Annie Squier represented the landlord, 477 Realty LLC. Lydia Bell and Cole Stapleton of Tungsten Property represented the tenant. 

Founded in 2011 by Natalie Gordon, a former Amazon software engineer, Babylist reimagined the traditional baby registry by creating a universal platform that allows users to add products from any retailer. The company has since become a category leader, according to Lee & Associates.

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About Paul Bubny

Paul Bubny serves as Senior Content Director for Connect Commercial Real Estate, a role to which he brings 16-plus years’ experience covering the commercial real estate industry and 30-plus years in business-to-business journalism. In this capacity, he oversees daily operations while also reporting on both local/regional markets and national trends, covering individual transactions across all property types, as well as delving into broader subject matter. He produces 7-10 daily news stories per day and works with the Connect team and clients to develop longer-form content, ranging from Q&As to thought-leadership pieces. Prior to joining Connect, Paul was Managing Editor for both Real Estate Forum and GlobeSt.com at American Lawyer Media, where he oversaw operations at both publications while also producing daily news and feature-length articles. His tenure in B2B publishing stretches back into the print era, and he has served as Editor in Chief on four national trade publications. Since 1999, Paul has volunteered as the newsletter editor of passenger rail advocacy groups (one national, one local).

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