What Happened to Strolleria?

Strolleria was a popular high-end baby gear destination in Arizona and online.

According to reports from former employees and customers, Strolleria’s Scottsdale showroom and original retail operations closed abruptly in mid-December 2024.

Inventory was liquidated in late December–early January, and customers filed complaints about unfulfilled orders and unusable gift cards. On Feb 12, 2025, Bambi Baby announced it had acquired Strolleria’s intellectual property (brand and content) and the e-commerce store now operates under Bambi Baby’s fulfillment/operations.

Timeline of Events

• Mid-December 2024 — Abrupt Closing. Multiple first-hand posts on online forums like Reddit from former staff say employees were notified with roughly 24 hours’ notice that the Scottsdale location would close immediately. They describe scrambling to cancel orders and inform customers. This timing and the suddenness point to an unplanned, rapid wind-down rather than a gradual, announced closure.
• Late December 2024 – early January 2025 — On-site Liquidation Auctions. Several auction listings tied to Strolleria’s Scottsdale address show inventory liquidations starting the week of Dec 15, 2024 and running into early January 2025. These listings document on-site clearance of strollers, car seats, store fixtures and other stock. Liquidations at the store address are typical when a retailer needs to convert inventory to cash quickly.
• Dec 27, 2024 — Consumer Complaints Appear. The Better Business Bureau has complaints filed around the end of December stating consumers could not redeem gift cards or received notices that orders would not be fulfilled because the business had closed. The BBB listing also shows some complaints marked “unanswered” or “unfurnishable” because the business could not be contacted after closure.
• Feb 12, 2025 — Bambi Baby Announces Strolleria Asset Purchase. Bambi Baby issued a press release saying it had acquired Strolleria’s intellectual property and e-commerce store, and that Strolleria would remain a distinct, educational brand while transactions were processed by Bambi Baby. Trade press and deal trackers reported the same. The wording of the announcement frames this as an IP/web-store acquisition rather than a purchase of the original operating company and its lease/employee obligations.

What Bambi Baby bought — and what that means

Bambi Baby’s press release and trade coverage state that the acquiring company purchased Strolleria’s intellectual property (brand name, content, SEO equity) and the e-commerce store / domain. That enables Bambi Baby to operate Strolleria.com, host and use the educational content that drove organic traffic, and fulfill orders placed through the site under its own operational structure.

The acquisition announcements and the liquidation activity suggest the original operating company (the legal entity that employed staff and held the Scottsdale lease) was wound down separately. In other words, the buyer did not publicly claim to assume the original company’s liabilities, unpaid bills or leases. That explains why the physical showroom remained closed while the brand and site continued online under new ownership.

Why isn’t Nuna at Stolleria anymore?

The most likely reason for this is a requirement by Nuna for retailers to have a physical location. Since Strolleria is now IP of Bambi Baby and not its own entity this may prevent them from listing Nuna on the Strolleria website.

Sources

Bambi Baby Announces Acquisition of Strolleria’s IP and Website – CEO Enelio Ortega Shares Vision for Strolleria’s Continued Growth and Customer-Centered Service
Source: PR Newswire (via PR Newswire/Press release)
Date: February 12, 2025
URL: https://www.prnewswire.com/news-releases/bambi-baby-announces-acquisition-of-strollerias-ip-and-website-ceo-enelio-ortega-shares-vision-for-strollerias-continued-growth-and-customer-centered-service-302375133.html

Bambi Baby buys Strolleria assets, including online store
Source: Inside Retail (insideretail.us)
Date: February 13, 2025
URL: https://insideretail.us/bambi-baby-buys-strolleria-assets-including-online-store/

Bambi Baby Acquires Strolleria – Intellectual Property & E-Commerce Store
Source: Mergr (M&A database)
Date: February 12, 2025
URL: https://mergr.com/transaction/bambi-baby-acquires-strolleria-intellectual-property-e-commerce-store

Strolleria Store Closure – Inventory Liquidation Part 3
Source: LocalAuctions.com
Date: Week of December 15, 2024 – January 3, 2025 (auction period)
URL: https://localauctions.com/auction_details/9931

Strolleria Store Closure – Inventory Liquidation Part 4
Source: BusinessLiquidations.com
Date: Ending January 8, 2025 (auction date)
URL: https://businessliquidations.com/auction_details/10303

Complaints – Strolleria (BBB business profile)
Source: Better Business Bureau (bbb.org)
Date: Initial complaint example: December 27, 2024
URL: https://www.bbb.org/us/az/scottsdale/profile/baby-strollers/strolleria-1126-1000076285/complaints

“HOLD UP — did strolleria go out of business just yesterday?!” (first-hand staff post)
Source: Reddit (r/pregnant)
Date: ~8 months ago (posting refers to December 12–13, 2024)
URL: https://www.reddit.com/r/pregnant/comments/1hga7wl/hold_up_did_strolleria_go_out_of_business_just/

“Do not purchase from Strolleria” (consumer post describing December 2024 closure and 24-hour staff notice)
Source: Reddit (r/BabyBumps)
Date: ~6 months ago (referring to December 2024)
URL: https://www.reddit.com/r/BabyBumps/comments/1ivag9q/do_not_purchase_from_strolleria

Strolleria (Intellectual Property and e-commerce Store) was acquired on 12-Feb-2025
Source: PitchBook (company profile)
Date: February 12, 2025
URL: https://pitchbook.com/profiles/company/749291-59