BabyLegs Opens Mall Kiosks

Preparations for the holiday gift-giving season are underway as BabyLegs, a division of New York-based United Legwear, opens its first freestanding retail location at the Alderwood Mall in Lynnwood, Wash. Two other kiosks—in Seattle’s Southcenter Mall and the Garden State Plaza in Paramus, N.J.—are to follow. Isaac Ash, CEO of United Legwear, said the program is designed to present BabyLegs to those who’ve never seen the brand, noting, “The kiosks also enhance our boutique and online business by creating more awareness overall.”  

Branded with the company’s signature green and white stripes and lifestyle imagery, the kiosks will stock a full range of the latest styles and gifts conveniently packaged in BabyLegs boxes. The company is hoping to capitalize on gift-shoppers seeking something unique. “All of our products are ideal for new moms,” Ash said. “Gift-givers can grab a gift box on the way to a shower and birthday and be ready to go.”

The kiosks will be open through Dec. 31. Ash says the Seattle-headquartered brand chose the two Washington state locations so “we would be close to the action and could manage and watch the response of these locations through the holidays.” The New Jersey location was chosen because the property is one of the highest-traffic malls in the States. The company plans to evaluate the program after the holidays and decide how best to move forward. Visit www.babylegs.com.