Baby Shop Giggle Buys Pregnancy Site The Cradle


Giggle, a store for new parents, is making a content play with the purchase of pregnancy site The Cradle. Giggle — which offers a selection of pre-screened baby items online and also at 10 bricks and mortar locations — says it will now be able to offer “more pregnancy resources and social community” since The Cradle features various online tools for expectant parents, as well as a social network.

Financial terms of the acquisition were not released. But it doesn’t look like The Cradle has raised any venture capital backing and its traffic is under 30,000 unique visitors a month, according to Compete and Quantcast figures. So it’s a fair bet that Giggle may have bought The Cradle for a song, although we’ll hold off on other bad puns. Here’s the release.

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