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Baby Brand Teams With JCPenney

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    Giggle CEO Ali Wing on having a store within JCPenney.

  • Duration 4:37
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-- no understatement to say they JC -- turn the retail industry on its head with its new pricing strategy in the store within -- store concept and although it's early.

It's it's working last month comparable sales of the new shops with in JC -- -- 20%.

Compared to elsewhere in the store and now more brands are signing on to team up including children's retailer dig all.

-- -- against founder and CEO -- and she joins us now in a Fox Business exclusive.

Thanks for coming on the show.

This exciting strategy it isn't it we are seeing.

Elsewhere to go near the concept that that -- -- people now from outside of a department store going in places like target you know -- sort of a similar concept now.

What does that a lot of questions about this what does that mean for you as a brand because -- I know well here in New York City it's that.

The nominal attractive store it's it's much more upscale though that JC -- so how do you go in and hit their price point.

Without diminishing what you're brand stands -- Think he's as a ton -- examples had a blast and it's how about having a channel strategy for asked the big opportunity is to be able to bring them fast and baby to a much brighter America not against.

But to do that and their wealth for both channels it's of the it's very much its own assortment of -- -- so.

Everything that you -- shopping giggle baby exclusively -- JC Penney.

You will only be able to finance not what's in giggle stores that will be independent stand -- stores -- for also very different price.

So why did decide to go this route to business strategy to get -- -- -- -- storage used locations stores like JC Penney's -- it really is to -- point kind of the -- you -- -- retailer vs a high end exclusive type retailing.

It's -- -- expansion it will what's the right way to -- national exposure and can make your brand available to more price points.

A -- I'm so excited about what's on Johnson's vision is that he is I think one of the foremost innovators right now in -- larger footprint stores have a very different economic model and number of people moving through.

To take some special brand and be able to do that was.

-- -- cost effectively.

Never has it been more important to have a cost effective way to reach more people then we also deal with the -- from online from the economy and ever hang out.

Big footprint have a very different economic model we can brings -- still in smaller bite sizes and a bigger scale more cost effectively that's what we're excited about and partnering with him.

-- it's -- it's a good idea it's a concept that's worked for a lot of different brands of the same time they're choosing a partner.

Who's really at a turning point I -- JC -- right now is is a turnaround story.

And frankly could go either way do you feel like you're taking a risk with them.

Yeah I think.

I think I would feel more at risk taking a long term that with our younger brand with somebody and retail that wasn't innovating right now.

I think that's riskier asset category overall so the fact that he's moving where he's moving to it's all calculated -- 'cause everything about retails changing to.

And I want believing his vision and listen as an entrepreneur you're used to having not to critics yeah you're in the middle of tapes -- I also take tremendous comfort and the young brand and look at the great -- were going company -- Martha Stewart Jonathan Natalie Cynthia rally can't get out of a -- -- adult not too long ago that in Manhattan at least.

Parents are spending thousands of dollars on their baby and toddler wardrobes it was just.

Crazy do you benefit from some of that parents is going crazy spending a lot of money printing and children.

Always been a percent of the market that does -- and -- -- giggle because they really you know the individual stores really zero winning target to the Manhattan.

Cut -- he -- -- I think for the urban market we absolutely -- and on people spending for the baby -- these days but the actually in did -- into pet store is only about 10% clothes and so I really sell the -- in our street and that's one of the unique things we're bringing to DC -- Is -- helping them bring the whole destination for parents they've already down close a long time at a very different price point.

Yeah rest for actually complementary to a lot of the apparel players and telling the rest of the nurse at that you know the strollers to run again we have right now and could extend -- -- -- I -- -- people still spending like hundreds almost out more about the dollar some -- these days.

About a thousand dollars is not an uncommon priced when I DX eighty anybody of any -- -- stroller -- clearly not and I have -- throughout the country and -- and I can tell you don't sell as many as doesn't actually kind of start S there is any are deaf friends and we have an assortment for the cities and for the locations or in just like likely -- JC -- Thank you so much Eileen thanks for coming on the show and good luck but -- yeah -- thanks excellent thanks.

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