Giggle

  • Location: multiple locations and online
  • Website: giggle.com

Store History

  • Founded: 2003
  • Founded by: Ali Wing
  • Headquarters: San Francisco, CA

Ali Wing was about to launch her business, a baby-goods store called Giggle, when she became pregnant—unexpectedly—with her first child. She and her husband, Will Holmes, came up with a plan: Wing would keep working while Holmes, a lawyer, would leave his job to become a full-time dad and part-time general counsel to Giggle. "We called his practice Naptime LLC," she says. Six years later, the arrangement is still in effect. "I do envy Will his role at times," says Wing, who is as a rule home by 7 P.M. for dinner and time with their son, Tyler, now 5. "I remind myself: I chose this, I chose this." More at <a href="http://www.cookiemag.com/homefront/2009/02/ali-wing">Cookiemag.com</a>

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The colors in Giggle's signature rainbow spectrum are a clue to this company's decidedly modern bent and fresh product offerings. Giggle thinks of itself not as a baby store, but as a new parent store as they try to guide parents through the murky waters of choosing the best of what they'll need for their children and their homes.

Giggle's strategy is two-pronged: selecting "only the most healthy, stylish and innovative products available" and offering an enhanced shopping experience by supplementing their website with helpful features like the "ultimate baby dictionary" (for expectant parents not indoctrinated in the world of swaddling, blind winders and drool bibs), a variety of registry checklists, a robust selection of gear guides and six blogs written by their "Giggle Gurus" on topics ranging from design to child development. Giggle just announced its acquisition of The Cradle, a social network community for expectant and new parents which will expand Giggle's ability to serve as a resource for parents. We also wonder if this portends an expansion of their ten bricks and mortar stores to more locations - Giggles 'R Us anyone?

Here are a few things that caught our eye at Giggle:

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Apartment dwellers or anyone with a modestly sized bathroom will appreciate this bright (also comes in white), easy-fold kids step stool ($15).

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Giggle has many products exclusive to them. Among them are these IOU cards ($15) that we think every mom and dad should get. You can't get out of diaper duty every time, but every once in awhile you just really, really don't feel like doing it. Cash in your IOU card with your spouse and they'll get you the next time they really, really don't want to do it. They also have a set of IOU cards for kids including a powerful "I promise to go to bed" card.

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If you're looking for a gift for new parents, Giggle's "Better Basics" products are a great place to start - like this simple, but useful diaper caddy and changing pad ($30) for easy changes all around the house.

If you don't live near a Giggle store, visit them online.

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Family, Shopping, Best Shops

As Apartment Therapy's Family Editor, Carrie covers design and modern homelife with children. A lapsed librarian, she lives in Brooklyn with her husband and two kids and is in contention to break the record for most hours spent at the playground.