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giggle healthy baby lifestyle store opens
Healthy baby nursery products launch with opening of first giggle retail store

SAN FRANCISCO, Calif. — October 20, 2003 — Today giggle opened the doors of its first healthy baby lifestyle store. New and expecting parents can turn to giggle for a "best of" collection of healthy and beautiful must-have baby products to outfit their nurseries.

Ali Wing, giggle founder, CEO and a new mom can affirm, "Having a baby is an exciting and life-changing experience. Every parent wants the perfect nursery." She added, "But setting up the perfect nursery is about more than comparing paint swatches or choosing the right duck motif. It's also about making sure your nursery is healthy. That's because pound for pound, babies breathe, drink and eat more than we do. Their skin more easily absorbs toxins - commonly found in bedding, finishes, paints, cleaning products, and even toys - and their immune systems are not yet fully functional. giggle helps parents make the baby's first room as healthy as it is adorable."

giggle's product categories include: Bedding, Furniture and Décor, Personal Care, Toys and Education, Clothing, Feeding, Environmental Control and Cleaning, and Gear. As part of the selection, giggle offers its signature organic crib bedding in bright colors and sophisticated designs by Marta Salas-Porras. All bedding fabrics are 100% organic (pesticide-, herbicide- and fungicide-free) sateen cotton, and made with non-toxic, chemical-free (heavy metal-, formaldehyde-, chlorine bleach-, and azo-free) ecological dyes. "We took great care in choosing and developing the merchandise to offer a 'best of the best' selection of healthy baby items at giggle," Ali Wing commented. "We make outfitting a baby nursery easy and stress-free for the health-conscious parent who is also looking for great style, quality and convenience. giggle provides time-crunched parents one place for all of their baby's needs."

The Urban Bungalow

The giggle store reflects its commitment to creating a healthy environment with great design and style, and utilized low -VOC paints, organic woods and other natural and sustainable materials. The store's interior wainscoting and moldings evoke a familiar and residential atmosphere consistent with the neighborhood's bungalow-style architecture. giggle's walls and flooring, a clean palette of chalk whites and ivories, allows the merchandise to take center stage. The store's walls showcase oversized black and white photographs of neighborhood babies, and blackboard plaques throughout the store offer shoppers useful tips for designing a healthy environment at home. To inspire, vignette displays in giggle tell roomsetting stories and illustrate the different aspects of a nursery. Whimsical oversized striped lampshades punctuate the calming hue of the ceiling and provide splashes of high color. giggle's striking façade repeats the vibrant lampshade stripes in its store awning. Some fun, unexpected elements in the store's schematics include a stroller parking lot with vintage parking meters (free, of course); retro-style fixtures, including a revolving tiered hardware store nail bin for displaying toys; a play space with upholstered cubes; and a relaxing baby spa area.

To celebrate the store opening, giggle will have events throughout the weekend beginning Friday, October 24:

Tips for Allergy Proofing Your Baby's Nursery - Friday, October 24 at 11:00 a.m. 1:00 p.m. and 3:00 p.m. 30-minute workshops with Nurse Carlene, an expert on children's asthma and allergies.

GRAND OPENING DAY - Saturday, October 25 from 10 a.m. to 4 p.m. Stop by to register to win a free professional photo shoot for your baby and enjoy Halloween photos, jugglers, treats, and festivities.

Book signing by Nancy Chuda, President and Founder of Children's Health Environmental Coalition (CHEC) and author of "Household Detective" - Sunday, October 26 from 10:00 a.m. to 2:00 p.m. With more jugglers, treats and festivities.

About giggle
giggle is the first retailer of healthy, stylish baby products. Hello fun, bright bedding, furniture, toys, baby care, cleaning products, and more. Featuring a "best of" collection with all the must-have products, giggle offers a complete nursery set-up for the healthy-conscious parent who still wants great design. To purchase giggle products, please visit the store at 2110 Chestnut Street, San Francisco, CA 94123 or call toll-free at 800.495.8577 or 415.440.9034. Store hours are Monday through Saturday from 10 a.m. to 7 p.m. and Sunday 10 a.m. to 5 p.m. with seasonal hours. Store-to-car-door and home delivery services available. The giggle website and catalogue will be available in 2004.

Images and artwork available upon request. Media contact:

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