Nuna, a favorite among millennial parents, opens a new showroom that will double as a content hub

Luxury baby gear brand Nuna is opening its brand-new flagship store near its headquarters in Portland, Oregon, a move that underscores how brands are using physical retail to fuel content and product strategies.

The store opens this week at Bridgeport Village, a shopping mall that’s located in an affluent part of the greater Portland area. The open-air lifestyle center is also home to trendy premium brands like Tecovas and Salt & Straw, with a new Warby Parker that just opened in June.

The opening marks a milestone for a brand that’s become one of the most popular luxury baby brands among millennial and Gen Z parents; it makes the most-registered-for car seat on Babylist, and about one in five parents said in a recent Babylist survey that Nuna was their favorite car seat brand.

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