The Smiley Company is enjoying a new wave of success in the UK, with sales up +50% and royalty income up +245% for the first half of 2018, against the same period 2017. Smiley also reported today that over 1 million product units have been sold in the UK at retail in Q1 and Q2 2018.
Smiley have started taking a more holistic approach to the UK market and have signed deals with new licensees across multiple categories, such as Kinnerton (confectionery), Roy Lowe & Sons (socks & hosiery), Jumini (wooden toys), Tikiboo (athleisure), Tache (greeting cards), the Hut Group (Online Gifting), Moonpig (Personalisation) and Reliable Source (arts & crafts).
By extending support to partners, Smiley can provide expert advice and guidance from its specialist brand teams. This approach is starting to pay dividends, with partners creating more structured collections and identifying best-selling products that utilise Smiley’s on-trend style guides to drive increased sales.
Speaking about this success, Smiley's UK Brand Director Daniel McGeehan said, “it’s great news for the business and we are now seeing the rewards from our investment and hard work in the UK market over the last two years. These results are also attributable to the continued growth of our apparel and kids businesses and our ability to allow partners to grow by leveraging Smiley’s expert category management teams and marketing resources.”
With apparel and nightwear partners such as Global Brands Group, Poetic Brands and Fashion UK growing strongly during the first two quarters last year, UK-based licensees are benefitting from Smiley’s unique brand segmentation model. McGeehan spoke further about this, “our new segmentation model is allowing us to work with partners in increasing their offer, creating multiple ranges for babies, young kids, older kids and young adults across both genders and each with their own specific design direction.”
Smiley’s appeal with kids is also continuing to drive increased sales across categories with its more established partners, such as Blueprint Collections launching a new range of back to school supplies at B&M in Q3. Meantime Scholastic’s comprehensive Smiley publishing program is growing through the publishing house’s own Back to School clubs. Finally, M&Co have launched a SmileyWorld collection at retail that included bespoke POS and shop window activations.
This Best of British approach is ensuring growth and success in the brands home territory and paving the way for other European partners to follow this model into 2019, as the brand continues to build on the momentum and growth.
For over 45 years, The Smiley Company has shaped the way we share happiness and express ourselves through iconic products found all over the world. Smiley is a truly unlimited and unique brand that has influenced musical generations, social movements, popular culture and the pursuit of happiness. Now four decades later, Smiley has become more than just an icon, a brand and a lifestyle: it is now a spirit and a philosophy, reminding people just how powerful a smile can be.