Young families can experience a modern shopping world across approximately 1,200 square meters of retail space, combining premium products with personalized expert advice. The store impresses with high-quality presentation and a clear design – an appearance that almost has a boutique character and perfectly matches the company’s vision.

Wide Selection – Strong Brands
With 11,000 products immediately available in-store and access to the extensive 4mybaby warehouse of over 60,000 items, Giorgio and Fabio Migliaccio cover the full range from pregnancy to a child’s sixth birthday. Numerous premium brands are featured, including Britax Römer, Bugaboo, Cybex, Joolz, Nuna, Maxi-Cosi, Stokke, Joie, Quax, Träumeland, Jollein, Stapelsteine, Trixie, Djeco, and many more. Additional services such as the happybaby Mobility Guarantee and the happybaby Car Seat Safety Guarantee provide young families with the security and flexibility they desire.

Added Value Through Digital Services
Digital elements offer customers special added value: Over 20 touchscreens provide access to the extensive online product range, while mobile scanners display real-time prices. Customers can order unavailable items directly in-store and have them delivered free of charge to their home or pick them up the next day. Thanks to the large warehouse, shelves are never empty for more than 24 hours – a true unique selling point.

“We Wanted to Create a Shopping World That Inspires”
The fact that the store turned out as it did is primarily thanks to the personal commitment of the owners. “Together with my brother, we did everything ourselves – from flooring to electrical installation. We didn’t just plan; we rolled up our sleeves because we’re passionate about this,” says Giorgio Migliaccio proudly. “With happybaby, we found a concept that perfectly fits our vision: an emotional place where advice, assortment, and experience are close to the family.”

The new partnership is visible in the store design, including a special carpet featuring both partner logos, which also appear on decorative elements such as water balls.

A Concept That Grows With You
For the opening, André Babenhauserheide, General Manager EK Home Baby & Toys and responsible for the happybaby concept, personally traveled to Switzerland – bringing along the traditional happybaby welcome cake for new partners. “The store impressively demonstrates the potential of our concept when entrepreneurs embrace it with passion,” says Babenhauserheide. “4mybaby lives our philosophy ‘More for Families’ in every aspect: strong brands, digital services, genuine consulting quality, and emotional experiences.”

360-Degree Marketing Power
As new happybaby partners, Giorgio and Fabio Migliaccio now have full access to the extensive 360-degree marketing package. This includes the kiddies magazine, which provides young parents with practical tips and inspiration both in print and online. A special highlight: the happybaby social media concept, which offers retailers professionally prepared content for Facebook & Co., ensuring a steady stream of purchase incentives.

Special Challenges at the Start
Originally scheduled for November 1, the opening had to be postponed due to coordination issues between administration and authorities. The extra time was used wisely to further optimize processes and fine-tune details.

For the Migliaccio brothers, the opening is just the beginning: “We’re already thinking ahead. The store at Grütpark will certainly not be our last. Anyone who knows us knows we never stop moving forward.”

Image Caption:
(from left to right) André Babenhauserheide (General Manager EK Home Baby & Toys, EK Retail), Giorgio Migliaccio (Owner), Fabio Migliaccio, and Marcel Filax (Projects & Customer Relations Manager Family, EK Retail) celebrate the opening of the new 4mybaby store in Regensdorf (CH).

Contact EK Retail
Paul Spieker
Communications & Cooperations Manager Group
Phone: +49 521 2092-200
Email: p.spieker@ek-retail.com