Contact: Grace Lee,, 212.334.5943

giggle, the destination for today's new and expecting parent, debuts in Los Angeles
Old Pasadena first to open Los Angles market

Pasadena, 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 first Los Angeles location in Pasadena, California at 517 South Lake Avenue. It joins five other current operating giggle stores — two in New York City, and one in Greenwich, Connecticut; and San Francisco; 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 strive to make the transition from not being a parent to being a parent easier and more fun," says Ali Wing, giggle founder and CEO. "In addition to doing the homework on best-of parents' products, we work hard to provide the product expertise and advice new parents so desperately crave – in an inviting, helpful and familiar manner that makes serving our local communities so rewarding." Adds Wing,  "As part of our commitment to providing a knowledgeable resource to new parents, all store employees – most of whom are proud local residents of Old Pasadena – participate in an ongoing curriculum at giggle University."

giggle's "homework" also includes knowing what high-service amenities new parents need. giggle's Best 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

True to giggle, the first LA location reflects the surrounding style and architecture with a contemporary giggle take on California Craftsman — a fun statement of the giggle brand. As a warm and friendly welcome, giggle's signature striped awnings on both the front and back entrances greet shoppers with their 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 exposed brick, high ceilings, wainscoting, and hardwood floors 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 a out-in visible 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 restroom complete with a baby changing room.

giggle's Designer Showroom

As a tip of the hat to Los Angeles, giggle created a unique design element to the Pasadena location: A showroom area to unveil the latest collections of giggle designers, some of which will only be viewable at giggle Pasadena. The collections in this space rotate each quarter and showcase trends and room-setting stories to inspire ideas for building the nursery. In keeping with giggle's broader product selection, this showroom features a curated assortment of nursery pieces and aesthetics based on the lifestyles and tastes of today's new parent.

Store hours for giggle Old Pasadena are Monday through Saturday 10 a.m. to 7 p.m. and Sunday 11 a.m. to 5 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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