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giggle, the destination for today's new and expecting parent, opens second Los Angeles store

NEW YORK September 13, 2011 giggle (, the one-stop source for today's new parent offering a complete checklist of only the best products and resources for a smarter nursery, including its full-service baby registry, giggle Best Baby Registry, opens its second Los Angeles store at 1120 Montana Avenue in Santa Monica, California. It joins 10 other current operating giggle stores — three in New York City (Soho, Upper East Side and Upper West Side); three in California: Los Angeles (Pasadena), San Francisco; Connecticut; Chicago, Illinois (Lincoln Park); and the Washington D.C. area (Chevy Chase, MD), as well as its e-tail and resource website Expecting and new 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. The giggle Better Basics line includes: furniture; organic layette, bedding, mattresses, and toys; as well as gear, storage, and eco-friendly cleaning products. giggle's total-nursery product checklist includes: Furniture, Décor, Bedding & Blankets, Gear, Feeding & Nursing, Bath & Potty, Household, Toys & Media, Layette & Clothing, Books & Music, and Gifts. 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.

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, says, “I'm elated to open our second store in the Los Angeles area — in Santa Monica. We're proud to be the only specialty chain that offers all of the nursery basics at a great value and extraordinary gifts. Our focus on providing a superior in-store shopping experience is at our core, and continuing to maximize technology to serve customers the way they want to be served is giggle's reason for being.” Wing adds, “To receive the feedback that we ‘do the homework' and provide the product expertise and services expecting and new parents so desperately crave is the best compliment of all.”
“homework” includes knowing what high-service amenities new parents need. Giggle's Best Baby Registry includes expectant-parent helpers: Best Baby Registry Checklist, short cuts to figure out exactly what's necessary for the new arrival; Top 10 Must-Haves, the most essential nursery items; giggle's Baby Gear Guides that help new parents can make the best choices based upon their lifestyles; personalized services, including in-store and phone appointments available at the convenience of expectant parents' schedules; and more. As a special benefit, giggle offers expectant parents a 10% off registry completion discount.

Additionally, giggle offers white glove services and customized delivery options, including pre-arranged delivery on-demand, full-service assembly and same-day delivery. The g-List is a membership for new parents who want inside access to all things giggle — exclusive offers, early access to merchandise and more. Complementing giggle is giggleGAB, its curated collection of bloggers with prenatal and new-parent tips and advice.

Regular store events include the weekly giggle Registry Nights, Wednesdays at 6 p.m. and by appointment, fun and helpful events to figure out what to register for; and giggle Storytime, entertaining readings from the giggle Library collection. Check for days and times – and all other giggle events.

giggle's Signature Store Design

Consistent with the brand, giggle's signature striped sign on the storefront façade greets shoppers with fresh and striking colors. The International Style architecture is a tribute to Los Angeles with its clean lines; glass façade flanked by stone bricks; flat roof; and its rectangular, horizontal silhouette. The open ceilings, wainscoting, hardwood floors, and brick of the airy interior evoke a familiar and residential atmosphere. giggle's interior walls, a clean palette of low-VOC chalk whites, allow the merchandise to take center stage. To inspire, vignette displays in giggle tell room-setting stories and spark ideas about new ways to design a nursery. Whimsical giggle striped lampshades provide splashes of high color and punctuate the clean space. And as part of the company's commitment to creating both a healthy and stylish environment, on its walls, giggle utilized eco-friendly, Green Dot-compliant brick made from 100% recycled newspaper, cardboard and wood chips that conforms to ISO 14000 standards. Additionally, the store has energy-efficient lighting and state-of-the-art heating, ventilating, and air conditioning (HVAC) systems, as well as eco-plumbing in the restroom.

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; the giggle Best Baby Registry Station, an area to register in comfort; a children's drinking fountain; a baby bath and spa area; and easy-to-shop, retro-style fixtures.

To celebrate the store opening, giggle will have events throughout its Grand Opening Weekend, October 1 and 2. Events are free, and no registration necessary. Customers can enjoy free goodie bags — while supplies last — plus take part in free events and enter to win special raffle prizes.

Standard store hours for giggle Santa Monica are: Monday through Thursday 10 a.m. to 6 p.m., Friday and Saturday 10 a.m. to 7 p.m. and Sunday 11 a.m. to 5 p.m. Please check for extended Holiday hours.

About giggle

A multichannel brand, including an e-commerce site, 9 stores nationwide, and a catalog business, giggle is the one-stop source for today's new parent, offering a complete checklist of only the best essentials, gifts and resources to make the transition to parenthood not only easier, but smarter, including giggle's own line of baby products, giggle Better Basics, as well as giggle's Best Baby Registry, and its content site, giggleGAB. Founded in 2003, giggle carefully edits the selection of furniture, gear, clothing, toys, bedding, baby care, gifts, 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 more information about giggle, giggle resources and giggle store locations, and to shop online, visit or call 800.495.8577.



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