US-based brand management company WHP Global has entered an agreement with retail operator Ragabesh to debut Babies’R’Us in Brazil.

The first Babies’R’Us retail store in the South American country is slated to open later this year. Plans are in place to open more stores in 2023.

As part of the exclusive long-term license agreement between the partners, around 20 freestanding Babies’R’Us stores are expected to open in the country.

WHP Global and Toys’R’Us chairman and CEO Yehuda Shmidman said: “This expansion is part of our overall strategy to develop both the Babies’R’Us and Toys’R’Us businesses in existing and new high growth markets such as Latin America.

“We are thrilled to partner with Ragabesh to bring this beloved family brand to Brazil for the very first time, making it even more accessible to our loyal global customers.”

In March last year, WHP Global acquired a controlling interest in Tru Kids, the parent company to the Toys’R’Us, Babies’R’Us, Geoffrey the Giraffe brands and other brands.

Babies’R’Us has been providing baby products, advice, registry, and savings for more than 30 years.

The brand has a footprint in more than 20 countries, distributing products through standalone, side-by-side Toys’R’Us branded stores and digital channel.

Ragabesh operates sporting goods stores, footwear specialty stores, and multi-brand stores.

The company serves more than 3,000 clients including Aéropostale more through 35 showrooms throughout Brazil.

Ragabesh CEO Paulo Turquiai said: “There is a massive opportunity for a trusted brand like Babies’R’Us to serve the growing population of millennial parents in the largest country in Latin America. We look forward to working with the WHP Global team and leveraging our vast network of suppliers to bring the first Babies’R’Us retail stores to Brazil.”

In June last year, a joint venture established by Flipkart’s wholesale entity in India and an omnichannel enablement platform Ace Turtle received licensing rights for Toys’R’Us and Babies’R’Us in India.