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


giggle, the destination for today's new and expecting parent, opens second location on Manhattan's Upper East Side


NEW YORKJanuary 2006 — Due to popular demand, giggle, the one-stop source for today's new parents offering a complete checklist of only the best products for a smarter nursery, officially opened its second Manhattan location at 1033 Lexington Avenue (at 74th Street). New and expecting parents can turn to giggle for the best of everything to make their transition to parenthood smart, stylish and fun.

More than just a baby store, the new-parent store, giggle offers the must-have baby items, pre-selected against the features that matter most to today’s new parent. Each giggle product is 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, Bath & Spa, Household, Fun, Clothing & Shoes, Books & Music, and Gifts.

“Our goals is to make it easier and more fun to become parents,” says Ali Wing, giggle founder, CEO and a parent. “We do that by doing the homework required to create a smarter nursery. giggle offers an edited collection of only the best of everything – all with one-stop convenience. That ‘homework’ also includes knowing what high-service amenities new parents need. giggle offers white glove services such as true personal shoppers – helpful, one-on-one shopping by appointment at the convenience of the customer, special delivery options – including pre-arranged delivery on-demand, and customized assembly.”

Beginning with the exterior, this Upper East Side space is a strong statement of the giggle brand. As a warm and friendly welcome, giggle’s signature striped awnings greet shoppers with their fun, fresh and striking colors. Reflecting the company’s commitment to creating a healthy and stylish environment, giggle’s -more- interior walls, a clean palette of low-VOC chalk whites, allow the merchandise to take center stage. The ceiling beams, wainscoting, moldings, and refurbished hardwood floors of this open and airy interior evoke a familiar and residential atmosphere. To inspire, vignettes in giggle’s model nursery space tell room-setting stories and illustrate the different aspects of a baby’s room. The store’s glass façade showcases 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 a stroller parking lot 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 baby changing room complete with all the giggle diaper care provisions. giggle opened the first NYC location in Soho this past September and has a location in San Francisco, as well as an e-tail and resource website at www.giggle.com.

giggle Upper East Side is located at 1033 Lexington Avenue at 74th Street. The store can be reached by calling 212.249.4249.

Store hours for giggle Upper East Side: Monday - Saturday 10AM – 7PM Sunday 11PM - 6PM

About giggle
giggle is the one-stop source for today's new parents, offering a complete checklist of only the best products for a smarter nursery. We've carefully edited the selection of furniture, gear, clothing, toys, bedding, baby care, and more, making sure to keep it simple, stylish and healthy. We help new parents be new parents, and put the "giggle" into parenthood. For giggle store locations or to shop online, visit www.giggle.com or call 800.495.8577.

For more information please contact press@giggle.com.

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