Contact: Grace Lee,, 212.334.5943

giggle, the destination for today's new parents, debuts giggle Better Basics
100 percent organic layette collection is the first in a line of giggle proprietary

NEW YORK — November 1, 2007 — giggle, the one-stop source for today's new parent offering a complete checklist of only the best products for a smarter nursery, debuts the newest addition to the giggle brand: giggle Better Basics, giggle's own line of organic layette, exclusively at all giggle stores nationwide beginning today. As first in a line of giggle proprietary products, the collection comprises of 23 SKUs, offering parents-to-be the superior quality, style and practicality of the giggle brand in a layette collection. This is no surprise coming from giggle, the first baby store to bring healthy and stylish together. Being a parent just got a whole lot easier!

More than just a baby store, the new-parent resource, giggle offers the must-have baby items, pre-selected against the features that matter most to today's new parent. giggle evaluates each product using the following criteria, and all products 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. All giggle Better Basics products meet the following seven out of 10 giggle Criteria: Baby Basics, Good Value, Tested, Healthy, Easy/Simple, Innovative, and Responsible. giggle's total nursery product checklist includes layette and beyond: Furniture, Décor, Bedding & Blankets, Gear, Feeding & Nursing, Bath & Potty, Household, Toys, Layette & Clothing, Books & Music, and Gifts.

"'Basic' doesn't have to mean average. That's why we've taken those things you use everyday and improved upon them in every possible way," says Ali Wing, giggle founder and CEO. "Our exclusive line of giggle Better Basics is smart, healthy, stylish, a great value – and sold only at giggle."

Bringing Home Baby
From individual pieces to gift sets, giggle Better Basics features a wide assortment of everything layette a new mom needs for new Baby. giggle makes this collection from certified 100 percent organic cotton grown under Fair Trade practices. Onsies, bunting bags, hats, mitts, footies, blankets, crib sheets, hooded towels, washcloths, and more are available in different colorways, including ivory, signature giggle orange, pink, and blue, all in one size: newborn. Price points range from $8 to $35 for individual pieces and sets. As an added value to customers, most pieces also come in packs of two and four.

giggle's "homework" also includes knowing what high-service amenities new parents need. giggle's Best Gift Registry available both in stores and online at now includes expectant parent helpers, Jumpstart Checklists, short cuts to figure out exactly what's necessary for the new arrival. One of the most popular Jumpstart Checklists, giggle's Organic Checklist gives the following tips when looking for healthy clothing, blankets, linens, and towels:

"Choose fabrics grown and finished without the use of pesticides, formaldehyde or other allergenic, toxic or harmful chemicals. A simple guide is to look for Oeko-Tex and/or IVN-compliant materials, natural fibers like certified organic cottons," which are the standards that giggle Better Basics Layette Collection follows. "Certified organic fabrics focus as much on the production process as the healthy interface for your baby."

Additional expectant parent helpers on giggle's Ultimate Gift Registry include: giggle's Ultimate Baby Dictionary, where we help expectant parents learn the new language of parenthood; and Baby Gear Guides that navigate the world of baby products, so new parents can make the best choices based upon their lifestyles. 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 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 Storytime, Tuesdays at 4 p.m. — fun readings from the giggle Library collection.

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. 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.

To obtain photos or samples, contact Grace Lee at or 212.334.5943.

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