You wouldn’t know it from their web site, but Buy Buy Baby quietly opened a store in Colorado in late October. A division of Bed Bath & Beyond, Buy Buy Baby is testing a new concept here outside Denver (Broomfield)—a baby store within a Bed Bath & Beyond that now will have a joint name.

The store, at 7225 West 88th Avenue in Broomfield, is 50% baby gear, 50% Bed Bath & Beyond. That is unique—the chain has about a dozen other store within a store concepts, but most only have 15% to 25% of the floor space dedicated to juvenile products. Expect to see more cross-merchandising between the chains. Bed Bath & Beyond recently bought the Cost Plus Word Market chain—perhaps we’ll see a World Market + Buy Buy Baby combo down the line.