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JCPenney, Giggle deliver a new baby retailer experience


NEW YORK — JCPenney has partnered with baby retailer Giggle to launch specialty shops in more than 500 JCPenney shops.

Branded as giggleBABY, the new baby ships will open in fall 2013 and feature nursery, gear, layette, bedding, toys, and gifts. An expanded selection of giggleBABY products will be available on

For future moms-to-be, Giggle and JCPenney are working on a baby registry e-commerce site for late 2013 that will enable consumers to purchase and register for baby gifts at JCPenney, including giggleBABY products.

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.”

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