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For over 30 years, Babies “R” Us has been known as the most trusted parenting authority. Millions of new and prospective parents, grandparents, and caregivers around the world depend on Babies “R” Us as a resource for the best baby products, advice, registration and savings for their families. Today, the Babies “R” Us brand can be found in more than 20 countries through digital sites, stand-alone stores, and Toys “R” Us branded stores.

Yehuda SchmidmannThe Chairman and CEO of WHP Global and Toys “R” Us stated, “This expansion is part of our overall strategy to develop the businesses of both Babies “R” Us and Toys “R” Us in existing and new high-growth markets such as Latin america. We are excited to partner with Rajabash to bring this beloved family brand to her Brazil For the first time – making it more accessible to our loyal customers around the world.”

“There is a huge opportunity for a trusted brand like Babies ‘R’ Us to serve a growing number of millennial parents in the largest country in the world. Latin america, said Paulo Torchiai, CEO of Rajabesh. “We look forward to working with the WHP Global team and leveraging our extensive network of suppliers to bring the first ‘R’ Us children’s retailer to Brazil. ”

The first R-USV children’s retail store Brazil It is expected to open in late 2022 with further stores opening in 2023.

More updates on Babies “R” Us expansion plans including the US business strategy to follow.

WHP Global is a leading New York-based company that acquires global consumer brands and invests in high-growth distribution channels including digital commerce platforms and global expansion. WHP ANNE KLEIN®, JOSEPH ABBOUD®, JOE’S JEANS®, WILLIAM RAST®, LOTTO®, TOYS “R” US®, BABIES “R” US®, Geoffrey® the Giraffe and more than 20 additional in-game consumer brands and categories children. The brands collectively generate nearly $4 billion in global retail sales. The company also owns WHP + (, a direct-to-consumer digital e-commerce platform for brands, with complete internal operations including technology, data analytics, logistics, creative and digital marketing and WHP SOLUTIONS, an Asia-based sourcing agency. For more information, please visit the website

from Rajabash
Rajabash is a Brazilian retail company that has 35 showrooms all over the place Brazil. Rajabash operates sporting goods stores, specialty footwear stores, and multi-brand stores, and has over 3,000 customers including Aéropostale, Nautica and more. Partnerships with online players like Dafiti allow the company to expand its retail presence across channels.

Source: WHP Global


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