The Smiley Company, which owns the iconic smiley face trademark that was popular in the 1970s and again in the early 1990s, is streamlining its fashion brands in a bid to drive its credentials as a premium branded business.
The business will jettison its three current brands, Smiley World, Smiley Collection and Smiley and launch two new brands in their place for autumn 10: Smiley World Express Yourself and Smiley – The Original Since 1971.
The company’s offices will also relocate from France to London.
Chief executive Nicolas Loufrani said: “I was at a stage where I did not feel good about what Smiley was doing as a company. I have moved our offices, changed many licensees, started exhibiting in the best fashion fairs with fantastic booths and activities, shooting creative catalogues, developing collaborations with very creative designers and hiring the coolest people in the industry. Now I run a brand I feel good about.”
Smiley – The Original Since 1971 will target premium indies. Its directional offer will comprise a denim and cashmere range alongside a streetwear-led collection. Each season will feature designer collaborations along the lines of spring 10’s Smiley Company tie-ups with men’s knitwear label Sibling for menswear, and designer Louise Gray for womenswear. One-off pieces will be shown at London Fashion Week.
Smiley World Express Yourself will follow on from the Smiley World brand as a colourful, fun range featuring the signature smiley face logo. It will target kids and teenagers and sell via high street retailers.
The offer will include clothing, footwear and accessories, as well as gifts and homeware, with wholesale prices between £10 and £100.
The brand restructure follows the appointment of Mark Watson as creative director. Watson was previously senior womenswear editor at trends analysis website WGSN.
Call 020 7378 8231 for details.