Contact: Grace Lee,, 212.334.5943

giggle, the destination for today's new parent, opens store in Greenwich, Connecticut

Greenwich, Conn. giggle, the one-stop source for today's new parent offering a complete checklist of only the best products for a smarter nursery, opens in Greenwich, Connecticut. It joins four other current operating giggle stores — two in New York City and one in 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. 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 & Nursing, Bath & Potty, Household, Toys, Layette & Clothing, Books & Music, and Gifts.

"Our goal is to make the transition from not being a parent to being a parent easier and more fun," says Ali Wing, giggle founder and CEO. "We do that by constantly reviewing the market, speaking with parents about their likes/dislikes and mapping our products and services against our customer-created giggle criteria for better solutions – by doing the homework required to create a smarter, simpler, and more fun family lifestyle."

That "homework" also includes knowing what high-service amenities new parents need. giggle's Best Gift Registry now 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; 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.

giggle's Signature Store Design

The Greenwich location reflects the surrounding style and architecture with a contemporary giggle take on traditional Colonial — a fun statement of the giggle brand. As a warm and friendly welcome, giggle's signature striped awnings on the building's facade greets 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 wainscoting, moldings and hardwood floors of the open and airy interior evoke a familiar and residential atmosphere. To inspire, vignettes in giggle's model nursery spaces tell room-setting stories and illustrate the different aspects of a baby's room. The store's glass façade showcases 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 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 baby changing room complete with all the giggle diaper care provisions.

giggle Greenwich is located at 120 Greenwich Avenue. Store hours for giggle Greenwich are Monday through Saturday 10 a.m. to 7 p.m. and Sunday 11 a.m. to 6 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. 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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