J&J closes retail online baby center and store

BATAVIA, Ohio Johnson & Johnson has announced that it has shut down its online baby center and store, BabyCenter.com, effective Tuesday, in order to focus more energy on digital media and woo retail marketers.

J&J will no longer run baby care retailing online, since the company does most of its retailing through other businesses, media reports have said.

The products that were featured on BabyCenter.com will be transitioned to Diapers.com, the e-commerce partner for BabyCenter products. The fate of BabyCenter’s other online tools including a social networking arena, advice columns, baby care articles and other original online content will also be supplanted by content at Diapers.com.