WHP Global, parent company to Babies”R”Us®, announced today they have signed an exclusive long-term license agreement with Ragabesh & Co. to bring Babies”R”Us to Brazil for the first time. The agreement covers physical retail commerce with plans to open approximately 20 freestanding Babies”R”Us stores in the market.

For over 30 years, Babies”R”Us has been known as the most trusted authority on parenthood. Millions of new and expecting parents, grandparents and caregivers around the world rely on Babies”R”Us as the go-to resource for the best baby products, advice, registry, and savings for their family. Today, the Babies”R”Us brand can be found in more than 20 countries with digital sites, standalone, and side-by-side Toys”R”Us branded stores.

Yehuda Shmidman, WHP Global and Toys”R”Us Chairman and CEO stated, “This expansion is part of our overall strategy to develop both the Babies”R”Us and Toys”R”Us businesses in existing and new high growth markets such as Latin America. We are thrilled to partner with Ragabesh to bring this beloved family brand to Brazil for the very first time – making it even more accessible to our loyal global customers.”

“There is a massive opportunity for a trusted brand like Babies”R”Us to serve the growing population of millennial parents in the largest country in Latin America,” said Paulo Turquiai CEO of Ragabesh. “We look forward to working with the WHP Global team and leveraging our vast network of suppliers to bring the first Babies”R”Us retail stores to Brazil.”

The first Babies”R”Us retail store in Brazil is expected to open in late 2022 with further stores launching in 2023.

Further updates on Babies”R”Us expansion plans including the U.S. business strategy to follow.

“This expansion is part of our overall strategy to develop both the Babies”R”Us and Toys”R”Us businesses in existing and new high growth markets such as Latin America. We are thrilled to partner with Ragabesh to bring this beloved family brand to Brazil for the very first time – making it even more accessible to our loyal global customers.“