Cover Story: Child's Play

The secret to Wing's success lies in her keen understanding of her customers — she's a parent herself, after all — and a forward-looking cross-channel strategy based on consistency.

"giggle was born out of a multichannel strategy," Wing says. "We're big believers that to be a great brand to your customers, you have to be multichannel, and you have to make sure your customers' experiences — and the standards of service they receive — are the same regardless of the channels they choose." That includes making sure all product offerings and prices — as well as return and exchange policies — are channel agnostic and consistent in all locations at all times.