Magic Beans Brings Fairfield County Families Items For The Modern Baby

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Magic Beans is a new baby products and toy store in Fairfield that brings high-end unique products to the area.
Magic Beans is a new baby products and toy store in Fairfield that brings high-end unique products to the area. Photo Credit: Alissa Smith

FAIRFIELD, Conn. – It started out as one store for young families in Massachusetts, and now Magic Beans has branched out with its newest storefront on the Post Road in downtown Fairfield.

For owner Eli Gurock, bringing the store that he and his wife created 10 years ago to Fairfield fulfills a dream of doing business near where they grew up in the Bronx, N.Y.

“We wanted to have a business together forever,” Gurock said, though neither thought it would be a baby supply store. But Gurock said his wife has always been a trendsetter and noticed that toys and products for the “modern baby” were becoming more popular.

“Over the last few years, the number of modern baby products has just grown exponentially,” Gurock said, especially since they opened their first Magic Beans store in suburban Boston.

When they thought about where to expand their business, they realized very quickly that Fairfield County would be “the perfect place for a Magic Beans store” with the large number of young families moving to the area and having children.

“We know there is virtually nowhere in Fairfield County to get what we sell,” Gurock said. Since Magic Beans had its soft opening right before Christmas, sales have been going extremely well, he said.

What is unique about Magic Beans, he said, is that parents and shoppers can find everything they need in one store, from strollers and baby carriages to toys and furniture.

“You come into buy your baby products and then you can stay and buy toys for the next 10 years,” Gurock said.

The store is holding its grand opening Friday, Feb. 28, through Sunday, March 2. It will include a weekend-long grand opening series event of sales, promotions and giveaways. One event is “Stroller Speed Dating,” in which parents or expectant parents can go around to all the different types of strollers in the store and find one that best fits their needs.

“Part of who we are is doing things that families are going to love,” he said. Many of the manufactures that sell their products at Magic Beans will be coming in to hold demonstrations and to talk about their products.

The store is open from 10 a.m. to 6 p.m. Mondays through Thursdays, 10 a.m. to 7 p.m. Fridays and Saturdays and 11 a.m. to 6 p.m. Sundays. It is located at the corner of Post Road and Miller Street.

Magic Bean has also stores in Boston, Brookline, Cambridge and Wellesley in Massachusetts as well as online

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