Rent the Runway Co-Founder Jenn Hyman Named CEO of Babylist Ahead of $1B Revenue Milestone
Rent the Runway co-founder takes helm at the $1B baby platform as founder Natalie Gordon transitions to executive chair.
Jenn Hyman, the co-founder and former chief executive officer of Rent the Runway, will take over as CEO of baby registry platform Babylist on Sept. 9, positioning the company for its next growth phase as it approaches $1 billion in annual revenue and evaluates a potential initial public offering.
Natalie Gordon, who built Babylist over the past 15 years after starting as a software engineer at Amazon, will step down from the top executive role to become executive chair. In her new capacity, Gordon plans to direct the company’s artificial intelligence strategy.
The leadership shift comes at a crucial operational inflection point for Babylist. Unlike many venture-backed e-commerce startups that prioritized rapid top-line expansion over sustainable unit economics, Babylist grew quietly into a profitable platform that now commands a dominant position in the infant and parenting registry market. The platform’s financial trajectory stands in contrast to Rent the Runway, which generated $330 million in revenue last year after battling severe pandemic disruptions and post-IPO stock pressures, following Hyman taking that company public in 2021 as only the 30th female founder to do so on a major U.S. exchange.
According to retail industry tracking from Reuters, consumer technology companies preparing for public listings are increasingly seeking operational leaders with experience navigating public market scrutiny while maintaining profitability.
Gordon began searching for a successor roughly 18 months ago, before Babylist experienced one of its strongest financial years to date. Hyman joined Babylist’s board of directors in January after meeting Gordon late last year, having previously announced her departure from Rent the Runway in May after leading the fashion rental company solo following the earlier departure of co-founder Jenny Fleiss.
Babylist’s business model relies on high customer retention during pivotal life transitions. Expectant parents visit the platform as many as 100 times annually, giving the company direct access to households at a point when they are making major financial decisions regarding housing, healthcare, and long-term savings.
To capitalize on that consumer access, Babylist has broadened its ecosystem beyond physical goods and gift registries. The business currently operates Babylist Health, which distributes insurance-covered breast pumps, alongside Babylist Money, a financial product incorporating Trump Accounts that allow relatives and friends to contribute to long-term child investment accounts.
Looking ahead under Hyman’s leadership, the company plans to evaluate merger and acquisition opportunities outside traditional e-commerce, aiming to extend customer relationships from pregnancy through a child’s college years.
Babylist currently employs 600 workers, split evenly between a fully remote corporate staff of 300 and an additional 300 employees operating across its fulfillment centers and physical showrooms.
