Babies “R” Us in Brookfield among 182 stores closing nationwide

By Freeman Staff

Jan. 25, 2018

 The Babies “R” Us on West Bluemound Road in Brookfield is expected to shutter its doors this year as part of a nationwide company consolidation effort.
Mary Catanese/Special to The Freeman

BROOKFIELD — The Babies “R” Us on West Bluemound Road in Brookfield is expected to shutter its doors this year as part of a nationwide company consolidation effort.

Toys “R” Us announced plans to close up to 182 stores Wednesday, including two Babies “R” Us stores in Wisconsin, as part of a reorganization strategy after filing for bankruptcy late last year. Store closing sales will begin in early February and the majority of the listed locations will be closed by mid-April, according to a letter posted on the Toys “R” Us website Tuesday night.

“The reinvention of our brands requires that we make though decisions about our priorities and focus,” said Toys “R” Us Chairman and Chief Executive Officer David Brandon in the letter. “To that end and following a top-tobottom assessment of our business, we have decided to close a number of our U.S. stores.”

“We also intend to convert a number of locations into co-branded Toys “R” Us and Babies “R” Us stores,” he wrote. Those locations haven’t been announced.

An email and phone call to the Toys “R” Us communications department was not returned Wednesday.

Toys “R” Us operates 880 stores in the U.S. and if 182 of them close, it would shrink the store count by 20 percent. The company has noted that some closings could be avoided if more favorable lease terms can be negotiated in those locations.

In Wisconsin, Babies “R” Us at 18550 W. Bluemound Road in Brookfield and Babies “R” Us at 2161 Zeier Road in Madison will close. Toys “R” Us in Brookfield will remain open.

The Associated Press contributed to this report.