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Point of Entry:  Giggle

Point of Entry: Giggle

Category: Baby accoutrements

Current stores: 13, in New York, Massachusetts, Maryland, Illinois, Arizona and California.

Planned openings: Unknown, but at least one new store is forthcoming in Santa Monica, Calif.

Average store size: About 2,000 sq. ft.

Target audience: New moms

Buzz: Giggle stores sell everything you might need if you have a little one on the way, from furniture to clothing to baby care products. The prices tend to be higher than at other baby stores—a mobile, for example, might cost as much as $70—but there is convenience in being able to get all the things you need in one place, says Michael Glimcher. Plus, it’s easy for well wishers to pick up baby gifts.

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