The Smiley company returned to Milano Licensing Day to present the unique and innovative opportunities that have created a 71% growth in year on year retail sales in Italy from 2014 to 2015, whilst also showcasing its exciting new brand extension of Rubik’s.
Smiley CEO Nicolas Loufrani was present at this LIMA organised event to meet the trade and also showcase how Smiley is growing its partners in Italy’s business. Nicolas offered a taster of how The Smiley Company have turned the world’s best-selling toy, Rubik’s Cube, into a complete licensing program.
Margherita Vecchio, Smiley’s Italian country manager also held a keynote presentation to trade at this exciting licensing event held at the Nhow Hotel in Milan.
THE ORIGINAL SMILEY BRAND IN ITALY
Today Smiley has 68 licensees selling in Italy across 13 categories that include fashion, fashion accessories, footwear, jewellery, technical accessories, tableware, back to school, toys & games, publishing & stationary, home decor, food & confectionary, gifts & novelty and promotions.
25 of these licensees are Italian based and that is a growth of 127% in new Italian licensees from 2014 when the brand had 11 and this has led to an increase of 71% in retail sales year on year between 2014 & 2015, up from €5.4 million to €9.25 million. Proving beyond doubt that there has never been a better time to become a partner of Smiley in Italy than now, with a proven record of success for growing its partner’s business.
SMILEY AT RETAIL IN ITALY
Smiley products are already sold in some of Italy’s leading retailers including; Carrefour, Piaza Italia, Benetton, OVS, Inditex, Prenatal, Terranova, Auchan, Coop, Conad, Esselunga and Euro Spin.
HIGH END COLLABORATIONS
Smiley has also enjoyed amazing brand collaborations in the last 12 months with some of the biggest names in Italian fashion including; Moschino, Happiness, Joshua Sanders, Le Pandorine and Giuseppe Zanotti, as well as exciting DTR’s on the high street – that once again proves Smiley as an all-encompassing brand that is able to take the catwalk to the sidewalk.
THE SECRET OF THE BRANDS ITALIAN SUCCESSES
Here is some of the success stories that have led to this amazing growth over the last year.
FASHION AND ACCESSORIES
Happiness. Extended license for 2 years in 2015. Introduced new categories including kids with sales growth of 27% from 2014-15. Joshua sanders. Newly launched in 2015 & extended to kids in 2016. Sold in italy ‘s most prestigious retailers including 10 Corsa Como & Excelsior. Le Pandorine. New handbag licensee launched in 2016 & already sold in to Excelsior & La Rinascente
Creativamente. Newly launched in 2015 and recouped mg in 10 days
BACK TO SCHOOL
Franco Cosimo Panini Spa. Launched in 2015 & renewed in 2016, with unit sales of 105,000 in season 1
T & F new licensee launched in May 2016 and already secured distribution at Autogrille, Auchan and Coop