Baby store Giggle acquires The Cradle site
-- Kids Today, 2/3/2010 10:06:00 AM
NEW YORK — Baby store and new-parent resource, Giggle has acquired The Cradle, the first-of-its-kind social community and lifestyle destination focused solely on expectant and new moms. This acquisition is part of Giggle’s larger strategy to expand its “by parents, for parents” solution of the best of what they need to make the transition to parenthood not only easier, but smarter and more fun.
Giggle offers must-have baby items pre-selected against the features that matter most to today’s new parent, including its own line of baby products, Giggle Better Basics. All products are evaluated using the 10 Giggle criteria and must meet at least four to be included in Giggle’s new-parent checklist. Giggle’s total-nursery product checklist includes: Furniture, Décor, Bedding & Blankets, Gear, Feeding & Nursing, Bath & Potty, Household, Toys, Layette & Clothing, Books & Music, and Gifts.
In making the announcement, 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 said, “This is another important step in evolving Giggle as we seek to expand our offering of everything new parents need. We’re thrilled about this relationship with The Cradle and their ‘best of’ content and community for the expectant parent market.
“Our companies share similar values; we both always put our customers or audience first and are committed to improving their experience,” she continued. “Our acquisition of The Cradle will help contribute to making Giggle the ultimate resource destination for expecting and new parents. And in response to feedback from our customers, we will now offer more pregnancy resources and social community.”
Giggle’s “homework” also includes knowing what high-service amenities new parents need. Giggle’s Ultimate Gift Registry includes expectant-parent helpers, including Jumpstart Checklists, Baby Gear Guides that navigate the world of baby products, and more. As a special benefit, Giggle offers expectant parents a 10% off registry completion discount.
“Our goal at The Cradle has always been to offer excellent resources and a superior online experience for expectant and new parents,” said Hilary Zalon, founder and president of The Cradle. “From the first time I walked into a Giggle store, I knew that they placed the same focus on quality and the consumer experience. I have great admiration and respect for what Ali and her team have built, and know that Giggle will be the perfect brand home for The Cradle.”
The Cradle has drawn widespread industry accolades since its launch in January 2008, including: Official Honoree of the 2008 and 2009 Webby Awards; Silver Winner of the 2008 and 2009 W3 Awards; 2008 and 2009 WebAward for Outstanding Achievement in Website Development, and selection as one of the “Best Parenting Web Sites” by Real Simple magazine.
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