Tungsten Property Represents Babylist in 20,000 sf Retail Lease at 477 Broadway in SoHo

New York, NY — Tungsten Property announced that it has represented Babylist, Inc. in securing approximately 20,000 square feet of retail space at 477 Broadway, located between Broome and Grand Streets in Manhattan’s SoHo neighborhood. The lease, which was signed in Q4 2025, comprises portions of the ground floor and lower level and will serve as a flagship location for the company, with an opening anticipated this summer.

Lydia Bell, a Director of Retail Leasing at Tungsten Property which is based around the corner in SoHo at Broome and Lafayette, represented the tenant in the transaction. Lydia was supported by Cole Stapleton, Associate at Tungsten Property. The landlord was represented by Lee & Associates, including Paul Popkin, Morris Dweck, and Annie Squier.

Situated along a prime stretch of Broadway in SoHo’s cast-iron district, 477 Broadway offers expansive frontage and strong pedestrian flow. The site traces back to the early 19th century as part of the Rhinelander family estate, and the building has been the home to numerous notable companies over the last 10 years.

“Babylist has built an incredibly strong digital platform, and this lease represents a natural evolution into physical retail in one of the most competitive retail markets globally,” said Lydia Bell, Director – Retail at Tungsten Property. “We continue to see strong conviction from digitally native companies and brands in omnichannel strategies, and this is a prime example of how physical retail can deepen customer engagement and drive long-term growth.”

Founded in 2011, Babylist has redefined the traditional registry model by allowing users to add products from any retailer while offering curated content and services for expecting parents. The company continues to expand its physical footprint, drawing on learnings from its Beverly Hills location to inform its New York City flagship. The brand’s in-store experience is being led by Arik Lubkin, former Chief Creative Officer of CAMP, who recently joined Babylist to spearhead the design and customer journey.

The SoHo showroom will combine service-driven elements with experimental retail & events, allowing customers to browse products while also scanning items to add directly to their registries. The space will feature an “always-on” education component, with product demonstrations and consultations across key categories, alongside regular programming such as registry weekends and in-store events.

Building on the success of its Beverly Hills showroom as a content hub, the New York location will include expanded areas dedicated to content creation, including podcast recording and digital production. The layout will also incorporate dual entrances—front on Broadway and rear on Crosby—allowing for private events and brand activations to occur without disrupting the customer experience.

“We had a very specific vision for our New York space. If it wasn't perfect, we were prepared to wait. Lydia listened, gave expert guidance, and negotiated a deal we're genuinely thrilled with. We're so excited to call this space home to Babylist New York,” said Molly Goodson, VP of Brand and Media at Babylist.

About Tungsten Property
Tungsten Property is a multi-disciplinary real estate firm headquartered in New York City and the Bay Area. Privately owned since 2004, the firm provides advisory services across commercial leasing, investments, and residential, with a focus on bespoke, relationship-driven execution. Leveraging deep connections across finance, hospitality, art, and fashion, Tungsten specializes in high-profile and often off-market opportunities, serving a global client base with a high degree of discretion.

Lydia Bell provides place-making consulting and exclusive commercial leasing services for developments and existing portfolios in New York and the Bay Area. Lydia also represents notable fashion, consumer products, wellness, tech, hospitality, and experiential retail companies on their expansion strategies and HQ office selection.