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


giggle, the destination for today’s new and expecting parent, opens fourteenth store

NEW YORKgiggle (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 Best Baby Registry, opens its fourteenth store in Scottsdale, AZ. It joins 13 other current operating giggle stores — three in New York City (Soho, Upper East Side and Upper West Side); four in California: Los Angeles (Pasadena), San Francisco, Marin County (Corte Madera), and Walnut Creek; Greenwich, Connecticut; Chicago, Illinois (Lincoln Park); the Boston area (Dedham, MA); Long Island, New York (Greenvale); and the Washington D.C. area (Chevy Chase, MD), as well as its new and updated e-tail and resource website complete with giggle’s Best Baby Registry at http://www.giggle.com/on/demandware.store/Sites-giggle-Site/default/GiftRegistry-Start. 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. The giggle Better Basics line includes: The furniture collection, including the Harper Crib-Toddler Bed and Changing Table; organic layette, bedding, mattresses, and toys; as well as gear, storage, and eco-friendly cleaning products. 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.

Ali Wing, giggle founder and CEO and author of giggle Guide to Baby Gear (http://www.giggle.com/toys-media/books-media/giggle-guide-to-baby-gear/9780811861977,default,pd.html), the “what to get when you’re expecting” guide for pregnant moms, says, “I’m thrilled to be opening our first store in Scottsdale and to offer the giggle experience to customers in the Phoenix-Scottsdale area and beyond. We’re proud to be the only specialty chain for new parents that offers value — great prices, knowledge, resources, services, and smarter products that do more. That offer is something that has always been giggle’s commitment from day one.” Wing adds. “To receive the feedback that we ‘do the homework’ and provide the product expertise and services expecting and new parents so desperately crave is the best compliment of all.”

giggle’s “homework” includes knowing what high-service amenities new parents need. giggle's Best Baby Registry includes expectant-parent helpers: Best Baby Registry Checklist, short cuts to figure out exactly what’s necessary for the new arrival; Top 10 Must-Haves, the most essential nursery items; giggle’s Baby Gear Guides that navigate the world of baby products, so new parents can make the best choices based upon their lifestyles; Top 25 Customer Favorites, a list of the top products new parents love; Shop by Age; Gift Giving Tips, simple strategies for giving the perfect gift; registry email notifications to friends and family; and personalized services, including instore and phone appointments available at the convenience of expectant parents’ schedules. As a special benefit, giggle offers expectant parents a 10% off registry completion discount.

Additionally, giggle offers white glove services and deals such as complimentary personal shoppers — helpful, one-on-one shopping by appointment or online at the convenience of the customer. giggle also has 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. The giggle Guarantee means giggle: Does the homework for new parents and offers only the best selection; helps customers save money by shopping smarter; and offers value with competitive prices and superior service, as well as fast, easy and free — on giggle’s Everyday Essentials — delivery. giggle also helps new parents save time with other tools, including Shopping Shortcuts on giggle.com.

Regular store events include the weekly giggle Registry Nights, Wednesdays at 7 p.m. and by appointment, fun and helpful events to figure out what to register for; and giggle Storytime, entertaining readings from the giggle Library collection. Check http://www.giggle.com/Store-Locations-Landing/store-locations,default,pg.html for days and times – and all other giggle events.

giggle’s Signature Store Design

Consistent with the brand, giggle’s signature striped awning on the storefront façade greets shoppers with fresh and striking colors. Unique only to giggle Scottsdale, misters gently atomizes customers as they exit the store for a refreshing cool-down. Additionally, giggle is situated right in front of Scottsdale Center’s interactive fountain for children and families. The open ceilings, wainscoting, hardwood floors, and brick of the airy interior evoke a familiar and residential atmosphere. giggle's interior walls, a clean palette of low-VOC chalk whites, allow the merchandise to take center stage. To inspire, vignette displays in giggle tell room-setting stories and spark ideas about new ways to design a nursery. Whimsical giggle striped lampshades provide splashes of high color and punctuate the clean space. And 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. Additionally, giggle outfitted the rest room with all eco-plumbing.

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 Best Baby Registry Station, an area to register in comfort; a children’s drinking fountain; a baby bath and spa area; and easy-to-shop, retro-style fixtures.

To celebrate the store opening, giggle will have events throughout its Grand Opening Weekend, December 11 and 12. Events are free, and no registration necessary. Customers can enjoy treats provided by Whole Foods Market and free goodie bags — both while supplies last — plus take part in free events and enter to win special raffle prizes.

Standard store hours for giggle at Scottsdale Center are: Monday through Saturday 10 a.m. to 9 p.m. and Sunday 11 a.m. to 6 p.m. Please check http://www.giggle.com/on/demandware.store/Sites-giggle-Site/default/Page-Show?cid=scottsdale for extended Holiday hours.

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 Best 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.com or call 800.495.8577.

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