Giggle taking wing as more stores open
By Jane Kitchen -- Kids Today, 4/1/2006
San Francisco— When boutique retailer giggle first appeared on the cover of Kids Today in January 2005, it was a new concept in retailing with one store here. Today, owner Ali Wing has opened two additional stores in New York, and has plans to open four or five more this year, including an 8,000-square-foot location in San Francisco suburb Walnut Creek this spring.
Wing has stayed true to her philosophy of drilling down to the "best" baby products in each category, packing a wide range of items into a small storefront.
The store is merchandised exquisitely, with fresh, modern looks from Nurseryworks, Stokke and duc duc, along with linens from dwell baby.
Wing also packs in gear, apparel, feeding, bathing, books, toys, baby care and more. The bath and baby care area at the back of the store features a sink and tiles — a clever way to show her extensive line of Mustela products. Giggle also offers customers savings, including a 15% discount on cases of Mustela wipes.
"There are a lot of really well-thought-out items and gifts," said Store Manager Matt Owen.
Giggle's registry system is big business — and growing — and the store features an on-site registry kiosk to make shopping easier.
Wing hasn't stopped thinking creatively about expanding her business. She's in the process of recruiting area giggle "gurus" who will host monthly events. Owen said they're looking for women who are involved in the community and great networkers, and plan to fill three different stages: expecting, new mom and mother of a toddler. Plans are also under way to use giggle as a staging area for hosting baby showers.
All these fresh new ideas have paid off for Wing, whose business grew 20% last year.
Books and other gifts are a big part of business at giggle.
Giggle has added duc duc to its offering of modern furnishings.
