Contact: Grace Lee, grace@giggle.com, 212.334.5943


giggle, the destination for todays new and expecting parent, opens thirteenth store
Legacy Place marks the first store in the Boston area, number seven on the East Coast

NEW YORKgiggle (www.giggle.com), 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 a full-service baby registry, giggle Best Baby Registry, opens its first Boston area store at Legacy Place in Dedham, MA. It joins 12 other current operating giggle stores three in New York City (Soho, Upper East Side and Upper West Side); four in California: Los Angeles (Pasadena), San Francisco, Marin County (Corte Madera), and Walnut Creek; Greenwich, Connecticut; Chicago, Illinois (Lincoln Park); Greenvale, New York (Long Island); and Chevy Chase, MD (Washington, D.C.), as well as its e-tail and resource website complete with giggles Best Baby Registry at http://www.giggle.com/on/demandware.store/Sites-giggle-Site/default/GiftRegistry-Start. 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 todays new parent, including giggles own line of baby products at every day great prices, giggle Better Basics. The giggle Better Basics line includes: The newly launched furniture collection, including the Harper Crib/Toddler Bed and Changing Table; organic layette, bedding, mattresses, and toys; as well as gear, storage, and eco-friendly cleaning products. giggles total-nursery product checklist includes: Furniture, Décor, Bedding & Blankets, Gear, Feeding & Nursing, Bath & Potty, Household, Toys, 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 giggles 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 (http://www.giggle.com/toys-media/books-media/giggle-guide-to-baby-gear/9780811861977,default,pd.html), "the what to get when you're expecting" guide for pregnant moms, remarks about the announcement, "I am particularly excited to be opening our first store in the Boston area: Due to customer demand, weve been working on finding the right location and partner to expand there for several years. We absolutely found the right location and partner at Legacy Place in Dedham, MA a W/S Development. It is a beautiful lifestyle center, one we are especially proud to announce is our latest giggle addition. We look forward to serving customers in the Boston area extending to Rhode Island and beyond!" Wing adds, "giggle's commitment to delivering value — great prices, knowledge, resources, services, and smarter products that do more — is something that was a part of giggle's product selection criteria from day one. 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."

giggle's homework includes knowing what high-service amenities new parents need. giggle's Best Baby Registry includes expectant-parent helpers: Jumpstart Checklists, short cuts to figure out exactly whats necessary for the new arrival; personalized services, including instore and phone appointments available at the convenience of expectant parents schedules which helps expectant parents learn the new language of parenthood; giggle's Baby Gear Guides that navigate the world of baby products, so new parents can make the best choices based upon their lifestyles; Registry Dos and Donts; registry email notifications to friends and family; 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 and deals such as complimentary personal shoppers helpful, one-on-one shopping by appointment or online at the convenience of the customer. giggle also has special, 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. The giggle Guarantee means giggle: Does the homework for new parents and offers only the best selection; helps customers save money by shopping smarter; and offers value with competitive prices and superior service, as well as fast, easy and free on giggle's Everyday Essentials delivery. giggle also helps new parents save time with other tools, including Shopping Shortcuts on giggle.com.

giggle's Signature Store Design

Consistent with the brand, giggle's signature striped awning on the storefront façade of the first giggle store in the Boston area greets shoppers with fresh and striking colors. As a pop, the store dons a regional beadboard giggle sign uptop. The exposed steel beams inside the store, a Golden Gate-esque accent, are a fun nod to giggles San Francisco heritage and meld the giggle style with a Boston sensibility. 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 companys commitment to creating both a healthy and stylish environment, giggle installed energy-efficient lighting and state-of-the-art heating, ventilating, and air conditioning (HVAC) systems. Additionally, giggle outfitted the rest room with all eco-plumbing.

Some fun, unexpected elements in the stores 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 childrens 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, September 25 and 26. Events are free, and no registration necessary. Customers can enjoy treats provided by Whole Foods Market and free goodie bags both while supplies last plus take part in free events and enter to win special raffle prizes.

Store hours for giggle at Legacy Place in the Boston area are: Monday through Saturday 10 a.m. to 9 p.m. and Sunday 11 a.m. to 6 p.m.

About giggle

giggle is the one-stop source for today's new parent, offering a complete checklist of only the best products 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 Ultimate Baby Registry. 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 www.giggle.com or call 800.495.8577.

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