SAN FRANCISCO, Oct. 27 /PRNewswire/ -- Busy and exhausted new parents can now shop online for baby products any time of the day or night with today's launch of the BabyCenter.com store. Targeting the $18 billion baby retail market, the BabyCenter Store (www.babycenter.com/store) features thousands of competitively priced products and supplies, in-depth product information, broad gift offerings, and excellent customer service. BabyCenter's Webby award-winning Web site, BabyCenter.com, launched last November and has quickly become the most complete online information source and largest community for new and expectant parents. "Time-starved new parents need a better way to peruse and purchase baby gear, supplies, and gifts, and the Web is the perfect place for them to look for help," explained Matt Glickman, BabyCenter CEO. "The BabyCenter Store's extensive product selection, product guides, and gift registry provide everything parents, grandparents, other family members, and friends need to make informed purchases, and it's open 24 hours a day, seven days a week, and is accessible from anywhere in the world." Products and Guidance In addition to its broad selection of products, including maternity wear, the BabyCenter Store has several special tools and features to make buying products easier: - Interactive personal shopping questionnaires that add up parents' specific needs and circumstances to suggest the most appropriate product purchases. - Dozens of product buying guides with answers to the questions parents need to consider before making key product decisions. - Feature articles on gearing up for a baby compiled by BabyCenter's experienced editorial staff, including comprehensive supply lists for baby's first year, tips on bargain hunting for secondhand baby supplies, and a product recall database for additional peace of mind. - Product recommendations and feedback from consumers integrated through bulletin boards on the site and customer comment screens attached to different item descriptions. These features take advantage of the broad knowledge and experience of BabyCenter's online community of new parents. Extra Convenience and Customer Service With the average American moving more than 11 times during their lifetime and many extended families spread across the country, new parents are often without extra help and as a result are more in need of the convenience of mail-order. The BabyCenter Store also offers several features that make shopping for a new mother or baby by out of town relatives easy. For gift buyers, the BabyCenter Store has gift guides that offer suggestions for items in different price ranges and can also recommend products that match characteristics of the intended recipient, including the stage of their pregnancy or whether this is a family's first child. The store also provides a list of age-appropriate toys. Most items in the store can be gift-wrapped and mailed, with a gift card, anywhere in the world, and gift certificates will be available for purchase online. As the holiday shopping season approaches, a personal baby gift registry will be added to the site, as well as a holiday shopping guide to popular toys and baby items for 1998. The new online store continues BabyCenter's commitment to providing privacy and the highest level of security for its audience. All online transactions are protected by encryption, and information collected from consumers is used only by BabyCenter to make appropriate and timely product recommendations and to offer additional promotions and discounts to loyal customers. About BabyCenter San Francisco-based BabyCenter is the leading Internet information and commerce company serving the $18 billion baby market. The company produces BabyCenter.com, the Web's most complete information source on preconception, pregnancy, and baby, and operates the BabyCenter Store, an online store offering thousands of baby products and supplies. BabyCenter also creates pre/post natal health education resources for health organizations. Founded in early 1997, the company has grown to be the most recognized online community of new and expectant parents. BabyCenter is a privately held, venture capital-backed company.