The Smiley Company announces strong 2018 results, with apparel and back to school providing continued healthy growth for 2019.
One of the key contributors to the quarterly growth has been SmileyWorld’s recent TV and YouTube advertising campaign, which incorporates a network of superstar kids influencers from across Europe. The campaign, which tested very well in France during August and September 2018, had a halo effect on all back to school sales, with quantitative surveys conducted before and after showing a +14 point increase in brand awareness and purchase intent for Smiley’s kids products.
This success had an instant impact on back to school programs at Auchan, Casino, La Halle, Leclerc and Systeme U who were all sold out at 95% of their ranges, whilst Orchestra enjoyed +100% year to date growth for its Q3 collections. With the TV, YouTube and Influencers campaign set to roll out in Belgium, France, Germany, Italy, The Nordics, Spain and Netherlands in the coming year and a reach of 20 million kids aged 3-12 years through 12,000 TV spots, similar growth in these categories is expected throughout 2019.
Sales for Smiley with leading high street fashion retailers shows no sign of slowing down, thanks to growth reported by Global Brands Group of 299%, across a variety of its entities including Sicem, Fashion Lab and TV Mania. Meantime Fashion UK has enjoyed another great quarter results thanks to collections launched through C&A and Primark. Finally Q3 launches with La Halle, Lefties, Mango & Zara followed hot-on-the-heels of collections with C&A, Orchestra and Reserved continues to boost volume sales across Europe.
Whilst Smiley’s successful partnership with Lee Jeans continues to go from strength to strength and this is driving sales globally with Lee extending the partnership across multiple territories in 2018.
With VF China / Apac (Incl India) reporting a 70% sell through for AW18 and a best-selling high summer injection collection launching in Europe and the US, this collaboration is being recognised as an industry benchmark by VF Corp and with a new 130th anniversary Lee Jeans collection with Smiley already in pipeline for 2019, strong sales are expected from this partner into next year.
Smiley CEO Nicolas Loufrani commented further on these successes, “More retailers are recognising the opportunities to work hand-in-hand with Smiley to design targeted best-selling collections. While leading high street fashion chains continue to look to Smiley, not just for our authentic position, but also because our collaborations with fashion forward brands, including Ami Paris, ChinaTown Market and Moschino that keep the brand relevant to tastemakers around the world.”