Contact: Grace Lee, grace@giggle.com, 212.334.5943


giggle, the destination for today's new and expecting parent, opens third store in New York City


NEW YORK giggle (www.giggle.com), the one-stop source for today's new parent offering a complete checklist of only the best products and resources for a smarter nursery, including a full-service baby registry, giggle's Best Baby Registry, opens its third store in New York City on the Upper West Side at 352 Amsterdam Avenue. It joins 10 other current operating giggle stores — two in New York City (Soho and Upper East Side); three in California in: two Los Angeles (Pasadena and Los Angeles) and San Francisco; Greenwich, Connecticut; Chicago, Illinois (Lincoln Park); and Chevy Chase, MD (DC), as well as its e-tail and resource website complete with giggle's Ultimate Baby Registry at www.giggle.com/registry. Expecting and new parents can turn to giggle for the best of everything to make their transition to parenthood smart, easy and fun.

More than just a baby store, giggle is the new-parent resource — offering must-have baby items pre-selected against the features that matter most to today's new parent, including giggle's own line of baby products at every day great prices, giggle Better Basics: Organic layette, bedding, mattresses, and toys, as well as gear and storage. giggle's total-nursery product checklist includes: Furniture, Décor, Bedding & Blankets, Gear, Feeding & Nursing, Bath & Potty, Household, Toys, Layette & Clothing, Books & Music, and Gifts. All products available at giggle are evaluated using the following criteria and must meet at least four to be included in giggle's new-parent checklist: Baby Basics, Good Value, Tested, Healthy, Multi-Stage, Innovative, Easy/Simple, Portable, Compact/Space-Saving, and Responsible.

giggle's number one focus is our customers. We listened and at their request, we've opened the third giggle store in New York City — the twelfth store nationwide,” said Ali Wing, giggle founder and CEO and author of giggle Guide to Baby Gear (www.giggle.com/giggleguidetobabygear), the “what to get when you're expecting” guide for pregnant moms. “One of giggle's core tenets is to give our customers value every day. Value — great prices, knowledge, resources, services, and smarter products that do more — all on a daily basis, is something that has always been a part of giggle's product selection criteria.” Adds Wing, “It's rewarding to receive the feedback that we  do the homework' and provide the product expertise and services expecting and new parents so desperately crave. And as part of our commitment to being the resource for new parents, all store employees must go through our training curriculum, giggle University.”

giggle's “homework” includes knowing what high-service amenities new parents need. giggle's Ultimate Gift Registry includes expectant-parent helpers: Jumpstart Checklists, short cuts to figure out exactly what's necessary for the new arrival; personalized services, including instore and phone appointments available at the convenience of expectant parents' schedules — even outside normal operating hours; giggle's Ultimate Baby Dictionary, where we help expectant parents learn the new language of parenthood; giggle's Baby Gear Guides that navigate the world of baby products, so new parents can make the best choices based upon their lifestyles; Registry Do's and Don'ts; registry email notifications to friends and family; and Gift Giving Tips, simple strategies for giving the perfect gift. As a special benefit, giggle offers expectant parents a 10% off registry completion discount.

Additionally, giggle offers white glove services such as complimentary personal shoppers — helpful, one-on-one shopping by appointment or online at the convenience of the customer. giggle also offers special, customized delivery options, including pre-arranged delivery on-demand, full-service assembly and same-day delivery. The g-List is a membership for new parents who want inside access to all things giggle — exclusive offers, early access to merchandise and more. Regular store events include the weekly giggle Registry Nights, Wednesdays at 7 p.m., fun and helpful events to figure out what to register for; and giggle Storytime, check http://www.giggle.com/store_events for days and times, entertaining readings from the giggle Library collection.

giggle's Signature Store Design

giggle on the Upper West Side reflects the surrounding design and construction with a giggle take on the contemporary architecture — a fun statement of the giggle brand. As a warm and friendly welcome, giggle's signature striped “awning” on the storefront façade greets shoppers with fresh and striking colors. As part of the company's commitment to creating both a healthy and stylish environment, giggle installed energy-efficient lighting and state-of-the-art heating, ventilating, and air conditioning (HVAC) systems. giggle's interior walls, a clean palette of low-VOC chalk whites, allow the merchandise to take center stage. The high ceilings, wainscoting, hardwood floors, and exposed brick of the open and airy interior evoke a familiar and residential atmosphere. The fun storybook windows showcase other pieces in giggle's collection with displays that spark ideas about new ways to design a nursery.

Whimsical striped lampshades provide splashes of high color and punctuate the clean space. Some fun, unexpected elements in the store's schematics include stroller parking with vintage parking meters (free, of course); a giggle Library complete with iPods for child-friendly CD listening; the giggle Ultimate Baby Registry Station, an area to register in comfort; a children's drinking fountain; a baby bath and spa area; easy-to-shop, retro-style fixtures; and a restroom complete with a baby changing room.

To celebrate the store opening, giggle will have events throughout the Grand Opening Weekend May 1 and 2. Events are free. No registration necessary.

Saturday, May 1 – Prenatal Day
Raffles, treats and more. Goodie bags for the first 50 attendees!

  • 10:30 a.m. to 11:00 a.m. Prenatal workshop with Prenatal Yoga Center
  • 11:30 a.m. to 12:30 p.m. Tips for newborn sleeping with swellbeing
  • 12:00 to 4:00 p.m. Prenatal pampering by Anne Heckheimer
  • 1:00 to 2:00 p.m. Simple steps to Schedule a Happy Baby with SeedlingsGroup

Sunday, May 2 – Family Day
Raffles, treats and more. Goodie bags for the first 50 attendees!

  • 11:15 a.m. to 12:00 p.m. - Sing Along with Eastside Westside Music Together
  • 12:30 to 4:00 p.m. -Photo shoot by Classic Kids Photography with any $25 giggle purchase
  • 2:00 to 4:00 p.m. - Captain Ari and Princess Adriane of Moey's Music Party with big city moms
  • 4:30 to 5:30 p.m. - Mom & Baby yoga with PURE YOGA

Store hours for giggle Upper West Side are: Monday through Saturday 10 a.m. to 7 p.m. and Sunday 11 to 6 p.m.

About giggle

giggle
is the one-stop source for today's new parent, offering a complete checklist of only the best products and resources to make the transition to parenthood not only easier, but smarter, including giggle's own line of baby products, giggle Better Basics, as well as giggle's Ultimate Baby Registry. giggle carefully edits the selection of furniture, gear, clothing, toys, bedding, baby care, and more, making sure to keep it simple, stylish and healthy. giggle helps new parents be new parents, and puts the "giggle" into parenthood. For giggle store locations or to shop online, visit www.giggle.comor call 800.495.8577.



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