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


giggle, the destination for today's new and expecting parent, opens first store in Chicago
Chicago marks giggle's first store in the Midwest


CHICAGO giggle (www.giggle.com), the one-stop source for today's new parent offering a complete checklist of only the best products for a smarter nursery, opens its first Chicago store in Lincoln Park at 2116 North Halsted Street. It joins nine other current operating giggle stores — two in New York City (Soho and Upper East Side); three in California in: two in Los Angeles (Pasadena and Santa Monica) and San Francisco; and Greenwich, Connecticut; as well as its e-tail and resource website complete with giggle's Best Baby Registry at www.giggle.com/registry.aspx. New and expecting 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, giggle Better Basics. 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 total-nursery product checklist includes: Furniture, Décor, Bedding & Blankets, Gear, Feeding & Nursing, Bath & Potty, Household, Toys, Layette & Clothing, Books & Music, and Gifts.

"In response to customer demand, we are pleased to announce giggle's expansion into Chicago," 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. "Opening giggle's first location in the Midwest is just one of many examples of how we listen to our customers. Another example is how we work hard to bring our customers the very best in value – something that's always been a part of giggle's product selection criteria. Value -- which includes knowledge, resources and services, not to mention smarter, multi-stage products that do more -- has never not been part of giggle's offering." Adds Wing, "We take pride in the feedback that we ‘do the homework' and provide the
product expertise new and expecting parents so desperately crave – in an inviting, helpful and familiar manner that makes serving our local communities so rewarding. And as part of our commitment to providing a knowledgeable resource to new parents, all store employees participate in an ongoing training curriculum called giggle University."

giggle's "homework" also 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;
giggle's Ultimate Baby Dictionary, where we help expectant parents learn the new language of parenthood; Baby Gear Guides that navigate the world of baby products, so new parents can make the best choices based upon their lifestyles; 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. 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, Tuesdays at 4 p.m., entertaining readings from the giggle Library collection.

giggle's Signature Store Design

giggle Lincoln Park in Chicago reflects the surrounding design and construction with a contemporary giggle take on "Turn-of-the-Century Chicago" architecture — a fun statement of the giggle brand. As a warm and friendly welcome, giggle's signature striped awnings on the front entrance greets shoppers with its fresh and striking colors. Reflecting the company's commitment to creating a healthy and stylish environment, giggle's interior walls, a clean palette of low-VOC chalk whites, allows 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; retro-style fixtures; a bath and spa area; and a restroom complete with a baby changing room.

Store hours for giggle Lincoln Park are: Monday-Friday 10 a.m. - 9 p.m., Saturday 10 a.m. - 7:30 p.m. and Sunday 11 a.m. - 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 for a smarter nursery, including giggle's own line of baby products, giggle Better Basics. 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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