Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Premium overhaul for The Smiley Company

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.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.