Industry News


3 Nov - 2017

Tags from the story: Orchestra, SmileyWorld.

The two businesses begun co-creating in 2016 and in just over a year Orchestra have become The Smiley Company’s third largest grossing apparel and accessories partner.

SmileyWorld continues to enjoy excellent growth through France’s leading retailer of babies and kidswear Orchestra.

For Winter 2017 Orchestra have just launched 30 unisex styles aimed at newborns and also 27 styles aimed at boys from newborn to 12 months old. The brand has also launched 16 athletic inspired styles for girls aged from 2 -10 year olds and 14 styles for boys aged 2-10 years. This will bring the total number of SKU’s launched this season to 110 and an increase of almost 100% since the summer season collections, which consisted of 56 SKU’s.

Speaking about the partnership Smiley CEO Nicolas Loufrani said “these are great signs to show the strength of our brand in the newborn and kids markets, as we continue to strengthen our DTR partnerships all over the world. With another 40% growth expected into next year, our partnership with Orchestra is continuing to set licensing industry benchmarks for excellent key account management, strategic product development and innovative marketing collaborations. We have really focused our efforts on working with the Orchestra buying team to ensure they are using our best style guides and selecting products we know will be best sellers at retail. We have also launched a 

microsite for them with; an exclusive app, a competition with thousands of Smiley giveaways, in-store POS and window displays.

Loufrani added, “We are now actively exploring similar partnerships in different territories, so we can mirror these successes and allow other partners to benefit from these experiences and our deep understanding of this age group and market.

SmileyWorld is the brand that created the world’s first digital Smileys and revolutionised technology as we know it today, setting into action a digital trend that now sees billions of Smileys sent every day across all social media platforms and messaging devices.

SmileyWorld is a unique brand made up entirely of thousands of expressive emotions that can be applied to a variety of products across all categories, creating an innovative platform for self-expression that transcends age, gender, race and language.

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