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giggle, the destination for today's new parent,
opens new store with giggle Parent Lounge and kids' playroom in Walnut Creek, California

WALNUT CREEK, Calif.giggle (, the one-stop source for today's new parent offering a complete checklist of only the best products for a smarter nursery, opens its second San Francisco Bay Area location in Walnut Creek, California. Complete with a giggle Parent Lounge and giggleroom (a playroom for kids), giggle Walnut Creek is the largest giggle location to date. It joins four other current operating giggle locations — one in San Francisco and two in New York City, as well as its newly launched e-tail and resource website at 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. 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, Toys, Clothing, Books & Music, and Gifts.

"Our goal is to make the transition from not being a parent to being a parent easier and more fun," says Ali Wing, giggle founder, CEO and a parent. "We do that by doing the homework required to create a smarter, simpler lifestyle with baby. 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 complimentary personal shoppers — helpful, one-on-one shopping by appointment at the convenience of the customer. The giggle Personal Shoppers are available at every stage of parenting, whether it's planning for a new arrival, designing a nursery from scratch, creating a registry, or simply looking for the perfect gift. 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 Storytime, Tuesdays at 4 p.m. — fun readings from the giggle Library collection.

The giggle Parent Lounge offers parents a sanctuary for feeding, a place to meet with giggle Personal Shoppers or a simple respite. Complete with a kids' playroom (the giggleroom), the giggle Parent Lounge also serves as a meeting area for parents' and mothers' groups and an event, workshop or seminar space. "Our expansion with the giggle Parent Lounges represents a perfect example of how we're working hard to listen to our customers," said Wing. "In addition to our edited selection of the best-of parents' products, our customers have made it clear that they need best-of information in an accessible, community-based format. Our Parent Lounges in particular are about providing the space for community-based services critical to making becoming a parent easier and our commitment to being more than just another baby store."

giggle: A Thoughtful Brand with Thoughtful Design

The Walnut Creek location reflects the surrounding style and architecture with a contemporary giggle take on "California bungalow" — a fun statement of the giggle brand. As a warm and friendly welcome, giggle's signature striped awnings at every entrance greets shoppers. 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 skylights, transom, exposed brick, ceiling beams, wainscoting, and hardwood floors of the open and airy interior evoke a familiar and residential atmosphere. To inspire, vignettes in giggle's model nursery spaces 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.

giggle's whimsically-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; a giggle Library complete with iPods for child-friendly CD listening; retro-style fixtures; and a bath and spa area.

The giggle Parent Lounge — designed as a serene oasis and outfitted with comfy seating and giggle's signature stylish and healthy finishes — comes outfitted with a giggle changing table, complete with diaper care provisions and a state-of-the-art baby scale. Also a part of the Lounge is the giggleroom, a haven for kids' play, readings and organized activities. Here children have their own kid-sized furniture, not to mention a soft, recycled-material, tumbling-friendly floor and floor-to-ceiling chalk and bulletin boards!

giggle Walnut Creek is located at 1359 North Main Street. Complimentary giggle parking in the back of the store.

Store hours for giggle Walnut Creek: Monday through Saturday 10 a.m. to 7 p.m. and Sunday 11 a.m. 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 for a smarter nursery. 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 or call 800.495.8577.

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