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giggle, the destination for today's new and expecting parent, opens flagship store in manhattan's soho

NEW YORKOctober 6, 2005 — Today giggle, the one-stop source for today's new parents offering a complete checklist of only the best products for a smarter nursery, officially opens its flagship location at 120 Wooster Street. New and expecting parents can turn to giggle for the best of everything to make their transition to parenthood smart, stylish and fun.

More than just a baby store, the new-parent store, giggle offers the 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, Fun, Clothing & Shoes, Books & Music, and Gifts.

"There's a lot to take into account when becoming a parent, and the choices can be overwhelming. giggle is here to help," says Ali Wing, giggle founder, CEO and parent. "Our goal is to make it a whole lot easier for new parents to create a smarter nursery - not by offering everything out there, but by offering the best of everything, with one-stop convenience. We do the homework for our customers. And, at the end of the day, we've done our job if instead of feeling overwhelmed, our customers are still giggling when their new arrival joins them."

Reflecting the company's commitment to creating a healthy yet stylish environment, giggle was constructed using low-VOC paints, recycled materials and natural and sustainable materials wherever possible. giggle's walls, a clean palette of chalk whites and ivories, allow the merchandise to take center stage. As a salute to the neighborhood, oversized black and white photographs of local babies welcome visitors. The store's interior wainscoting, moldings and original, refurbished hardwood floors evoke a familiar and residential atmosphere consistent with Soho's architecture.

Whimsical oversized 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 (free, of course); retro-style fixtures; a giggle Library complete with iPods for child-friendly CD listening; a baby changing room with all the giggle diaper care provisions; and a s space for events such as new-parent groups, workshops, seminars, and readings.

giggle's flagship Soho location joins the company's first store in San Francisco. A second New York City location is set to open on Manhattan's Upper East Side by the holidays.

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. We've carefully edited the selection of furniture, gear, clothing, toys, bedding, baby care and more, making sure to keep it simple, stylish and healthy. We help new parents be new parents, and put the "giggle" into parenthood. For giggle store locations or to shop online, visit or call 800.495.8577.

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