Medela Opens First-Ever Consumer Pop-Up at Babylist NYC

Now open in SoHo, Medela's new space brings its refreshed brand to life with hands-on product demos, expert guidance and an exclusive "Bump Booth" for expecting and new parents

MCHENRY, Ill., Sept. 28, 2026 /PRNewswire/ -- Medela, the brand trusted by millions of moms worldwide and the #1 brand in hospitals¹, today announced the opening of its first-ever consumer pop-up at the Babylist NYC Showroom in SoHo. This activation celebrates the consumer debut of Medela's refreshed brand identity and kicks off a new 15-month partnership with Babylist.

Located at 477 Broadway, the 20,000-square-foot Babylist NYC Showroom is designed to help expecting and new parents explore baby gear in person, build their registries with expert guidance, and attend classes and events focused on the realities of raising a family in a big city.

At the new 800-square-foot Medela pop-up, the brand's refreshed look and feel comes to life through an immersive experience built around the realities of modern motherhood. Moms can explore breast pump options, learn about insurance coverage, and get guidance from Medela product experts backed by decades of breast milk research. Visitors can test and compare Medela's newest breast pumps and essentials, including the Pump In Style® Pro+, Motion InBra™, and Harmony® with Colostrum Collection and Feeding Kit, and discover what products work best for their individual routines because every feeding journey is different.

Visitors can also have a little fun at Medela's exclusive "Bump Booth," a branded photo booth that captures mom during this special time in her pregnancy journey. Each visit produces two prints: one for mom to keep and one to add to the showroom's gallery wall. Throughout the partnership, the gallery will grow into a collective celebration of moms everywhere.

"We've spent 65 years helping moms make breastfeeding work for them, and now we can't wait to meet them face to face in the heart of New York City," said Kelley Evans, Chief Commercial Officer at Medela. "Our refreshed brand puts moms at the center of everything we do, and Babylist NYC gives us the opportunity to bring that idea to life. There's no single right way to feed a baby—just her way."

Expecting parents are invited to visit the Medela pop-up during Babylist's inaugural Registry Weekend on October 3rd and 4th, where they can test products side by side, attend expert-led education sessions, and build a registry designed for city life.

This 15-month Babylist partnership continues through December 2027, with additional programming, product rotations, and in-store moments to be announced throughout the partnership. For showroom hours and event programming, visit babylist.com. To learn more about Medela's refreshed brand and product line, visit medela.com.

ABOUT MEDELA
Through more than 60 years of research, observing how feeding and care actually happen, and listening to the moms, patients, and healthcare professionals who use its products, Medela turns science into care across more than 100 countries. As the healthcare choice for over 6 million hospitals and homes worldwide, Medela provides research-based breast milk feeding products, hospital healthcare solutions, and clinical education — advancing health outcomes for patients and families, and supporting every mother's feeding journey, her way. For more information, visit medela.com.

ABOUT BABYLIST
Babylist is the leading registry, e-commerce and content platform for growing families. More than 10 million people shop with Babylist every year, making it the go-to destination for seamless purchasing, trusted guidance and expert product recommendations for new parents and the people who love them.

What began as a universal registry has grown into a full ecosystem for new parents — including Babylist Health, Babylist Money, experiential showrooms, and podcasts — driving over $750 million in revenue in 2025. As we build a generational brand in baby, Babylist is reshaping the $235 billion kids and baby market by connecting growing families with everything they need to thrive and helping parents feel confident, connected, and cared for at every step. To learn more, visit www.babylist.com.

¹ Sales and distribution in maternity wards and NICUs, 2023 & 2024

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SOURCE Medela