Buy Buy Baby opened its doors on Tuesday at the Consumer Centre Shopping Center, Route 36, in nearby West Long Branch.
The store measures 2,000 square feet and features merchandise for newborns to toddlers including furniture, strollers and clothing.
The West Long Branch store is the seventh location in New Jersey.
“We are excited to have opened our seventh store in New Jersey and look forward to sharing our long standing traditions of exceptional customer service, great value and a broad assortment of merchandise with the West Long Branch community,” Buy Buy Baby Director of Sales Glen Cary said in a release.
Buy Buy Baby was founded in 1996 and acquired by Bed Bath & Beyond in 2007. The chain now operates over 60 stores that range in size from 23,000 to 60,000 square feet.
The West Long Branch Zoning Board approved Buy Buy Baby as the latest occupant of the Consumer Centre Shopping Center this summer.
A chain called Farmers Market had applied to move into the space in 2011. However, after the board questioned the cleanliness and other factors of the chain's other locations, Farmers Market withdrew its application.