The Smiley Company Expands to China

The Smiley Company has opened seven new fashion stores in China, strengthening its store network across the country. This is a significant milestone for Smiley and marks a new chapter of its brand expansion efforts and commitment to bringing high-quality fashion products to its consumers in China.

The new fashion stores reflect Smiley’s elevated design direction and aim to enhance the shopping experience. The interiors blend modern aesthetics with eco-friendly materials, creating a cool customer atmosphere. The store has been curated to feature visual installations on the walls, adding a unique art style.

Smiley Fashion Stores offer a diverse range of products, originally known for streetwear and now expanding into sportswear and utility clothing. Each season, Smiley is committed to introducing new and trendy collaboration drops to refresh its product offerings.

Shoppers can expect to discover Smiley’s complete collections for men, women and unisex styles, along with a variety of accessories and footwear.

Smiley Store, China, The Smiley Company

Smiley has also recently debuted the Smiley x Centre Pompidou exclusive collection in stores, adding a distinctive artistic flair. Centre Pompidou is home to the national museum of Model Art in France, internationally renowned for its 20th and 21st century art collections.

Smiley Fashion Stores are located in cities such as GuangZhou, SuZhou and Xiamen. Smiley plans to continue to expand its footprints across China, aiming for a total of 15 stores by the end of this year. In the coming three years, Smiley intends to expand to 50 stores, reaching more cities and a broader audience.

“We are thrilled to open our doors in China and share our passion for fashion with our beloved customers,” says Nicolas Loufrani, chief executive officer, Smiley. “China is a vibrant and dynamic market; we look forward to becoming a part of its thriving fashion community. Our goal is to provide an exceptional shopping experience that combines the latest trends with outstanding customer service.”

Spearheading the China stores expansion is the FIPO Group, which has worked with the brand for the last five years. Renowned for its success in managing Smiley Fashion, FIPO Group brings extensive experience and expertise to the partnership.

In addition to China's newest store development, Smiley has announced its footprints will be extended to other Asian countries this November, marking another significant milestone to its global expansion strategy.