Contact: Grace Lee,, 212.334.5943

giggle, the destination for today's new and expecting parent, opens first store in the Washington, DC Area

WASHINGTON 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 first Washington, DC store in Chevy Chase, MD at The Shops at Wisconsin Place, 5330 Western Avenue. It joins 10 other current operating giggle stores — two in New York City (Soho and Upper East Side); four in California in: two in Los Angeles (Pasadena and Santa Monica) and San Francisco; Greenwich, Connecticut; and Chicago, Illinois (Lincoln Park); as well as its e-tail and resource website complete with giggle's Best Baby Registry 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, 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.

"We listen to our customers — giggle is opening in DC! After many requests and careful planning, we're very excited to make Wisconsin Place giggle's eleventh location!" said Ali Wing, giggle founder and CEO and author of giggle Guide to Baby Gear (, the "what to get when you're expecting" guide for pregnant moms. "A core tenant of giggle is our focus on bringing our customers value. Value -- knowledge, resources and services, as well as smarter, multi-stage products that do more — is something that has always been a part of giggle's product selection criteria." Adds Wing, "Our stores have become a
familiar part of the communities we serve, and the feedback that we ‘do the homework' and provide the product expertise new and expecting parents so desperately crave, makes serving our local areas so gratifying. And as part of our commitment to being the resource for products for 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, check for days and times, entertaining readings from the giggle Library collection.

giggle's Signature Store Design

giggle in Chevy Chase, MD 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, the giggle-branded awnings atop and giggle's signature striped awnings at the front entrance create an impressive two-story storefront and greet shoppers with 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 and energy-efficient lighting, allows the merchandise to take center stage. The high ceilings, wainscoting, hardwood floors, and exposed brick columns 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 Chevy Chase are: Monday through Saturday 10 a.m. to 8 p.m. and Sunday 12 to 7 p.m.

About 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 or call 800.495.8577.


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