giggle Announces giggleBABYTM Shops Exclusively Inside jcpenney

NEW YORK--(BUSINESS WIRE)--giggle (www.giggle.com) has entered into a partnership with jcpenney to create a unique and comprehensive retail experience featuring the specialty retail baby brand. Beginning fall 2013, giggleBABY, the new baby shop, will open in more than 500 jcpenney stores offering the best of nursery, gear, layette, bedding, toys, and gifts designed and curated by giggleBABY, available exclusively at jcpenney. An expanded selection of giggleBABY products will be available on jcp.com.

giggle and jcpenney are collaborating on a baby registry ecommerce site. Expected to launch in late 2013, the jcp baby registry will enable consumers to purchase and register for baby gifts at jcpenney, including giggleBABY products offered in the giggleBABY shops inside jcpenney.

Ali Wing, giggle founder and CEO said, "We are very excited to bring giggle-designed products to a new and broader customer group through jcpenney stores throughout the country. While we pride ourselves on our ability to be inspirational to new parents, consistent with our giggle mission since our inception, we have always been dedicated to accessibility. giggleBABY for jcpenney is all about expanding the great giggle options for everyday better products to new parents everywhere in the United States. I, like so many, am a big fan of Ron Johnson’s bold vision for redefining the retail experience and am rooting for their success. giggle is proud to be part of jcpenney's reinvention and excited to share our best baby destination with more Americans.”

Betsy Schumacher, senior vice president and general merchandise manager for children’s at jcpenney said, “giggleBABY is a welcome addition to jcpenney as we transform our children’s floor into specialty shops and attractions that will be loved by parents and kids alike. This unique partnership with giggle enables us to build lifetime relationships with new and expectant parents by offering them the best baby gear in a fun shopping environment.”

About giggle

A specialty baby brand featuring products, content, ecommerce, retail stores mobile-enabled registry, 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; its pregnancy site, giggleGLOW; its content site, giggleGAB; and its charitable programs, The Great giggle Giveback and with the Worldwide Orphans Foundation. Founded in 2003, giggle carefully designs and 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. To shop online and for more information about giggle, giggle resources, and giggle retail, including giggleBABY shops inside jcpenney, visit www.giggle.com or call 800.495.8577.