Just Opened: Two New Spots for Too Cute Merch

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In the market for unbelievably cute, cool, and stylish clothes and goods for your babes and bigger kids? You’re in luck! Two new spots catering to the ultra chic and stylish kids set (and their parents, of course) just opened, right in time for you to spend way too much on the cutest dress/softest onesie/most amazing clear acrylic crib (!!!) you’ve ever encountered.


photo: Giggle

Giggle SoHo
The frequent choice of the chic, stylish and design-conscious set, Giggle’s had a Soho outpost for years. But the shop relocated to a new space at 451 West Broadway last month. While technically smaller than the store’s previous location, the West Broadway outpost features flexible shelving and a more versatile footprint, allowing for more display space and inventory.

What’s New
One most striking changes to the retail space is the addition of four distinct alcoves where nursery decor and furniture offerings are showcased. It’s here that you’ll find dreamy but not too sweet tableaus containing that clear crib (a stunner by Nursery Works that you can pick up for a cool $4,500), stuffed unicorn heads, tasteful lighting, adorable wallpaper and bedding, etc. You kind of want to buy the whole setup as is, and of course that’s the point.


What’s There
The store is roughly organized into zones: toys for imaginative and make believe play; warm and cozy (yes, fuzzy ostrich stuffed animal please); design-conscious parents and kids (toys that could double as an art piece, a large gold pig bank, etc.) and the workhorses of parenting life: the strollers, the highchairs, the feeding supplies. (This is also where you’ll find the store’s popular “stroller parking” complete with tongue-in-cheek parking meters.)


photo: Giggle

While the store is certainly packed with merchandise tempting to buy for oneself or gifts, it still feels clean and uncluttered. You’ll find toys from makers like Hape, Plan, Tegu and Orbo; furniture and strollers from Nursery Works, bloom, Oeuf, Stokke, Uppa Baby, Bugaboo and more; linens from Aden + Anais and feeding gear from companies such as Boon and Organiz Kidz. The store also sells lots of cute duds for kids from makers like Zutano and Oeuf, as well as the Giggle Better Basic in-house brand. Need some finger puppets or more stuffed animals? There’s a huge display of the critters that’s hard to resist, and most fuzzy companions in the store are shockingly soft.

Giggle SoHo
451 W. Broadway
Online: giggle.com

livly main

If you’ve never heard of the Stockholm-based brand LIVLY, you can be excused: the Swedish company launched in the U.S. online just last August. Earlier this month, the chain opened its  stateside flagship store in Tribeca.

Established four years ago in Sweden by designer Lisa Carrol, LIVLY grew out of Carol’s desire to find clothes suitable to the sensitive skin or her premature twin girls. She found the answer in high quality Peruvian cotton, and created a collection of soft layette wear, which grew into the LIVLY line of comfortable and stylish clothes for kids of all ages.

livly house

Step Inside LIVLY
Located at 108 Reade (on a corridor of tony kids’ businesses), LIVLY is big and open, with high ceilings and a giant sparkling chandelier hovering overhead. An enormous, exquisite dollhouse sits in the storefront window, and the shop’s fixtures are a mix of weathered-looking white bureaus, cabinets with clean lines, velvet upholstered chairs and a brass and glass coffee table in a sitting table. (There’s also an area for kids to play and doodle on a chalkboard in the back of the shop.) It all feels very fancy, tasteful — and yes, european.

livly bunny

Stocked with clothes for the tiniest of babes as well as kids up to age eight, LIVLY is not really about the latest trends (although you will find some very cute and playful prints here.) Much of the LIVLY line feels very classic, well-made and yes, it’s very, very soft — especially that layette.

If you need a very special dress for a very special occasion, LIVLY might be the place to get it. Adorable and substantial frocks for little ones in rich colors, brocade fabrics and bold prints are currently showcased at the store. (Those retail for about $144.)

In addition to clothes for newborns and dresses, LIVLY stocks casual playwear, puffy down coats and even the sweetest little $119 cashmere cardigan for an infant. You’ll also find incredibly soft bunny dolls, cute blocks and bows for hair and plenty of items featuring the brand’s signature “sleeping cutie” graphic.

108 Reade St.
Online: livlyclothing.com

Have you stopped by one of the new kids on the block? Give us your take in the comments below!

— Mimi O’Connor

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