Smiley expands Orchestra collection, explores new kidswear deals

By

Sandra Halliday

Published
Oct 24, 2017

SmileyWorld has launched its latest collection in conjunction with major French baby and kidswear retailer Orchestra and has increased the number of items available following success over the past 12 months. 

The launch comes a year after the two businesses began co-creating and Orchestra is now The Smiley Company’s third largest grossing apparel and accessories partner.

The winter 2017 collection is fairly extensive and features 30 unisex styles for newborns and 27 styles for boys from newborn to a year old. The brand has also launched 16 athletic-inspired styles for girls aged from two to 10 and 14 styles for boys of the same age.

This will bring the total number of SKUs launched this season to 110, an increase of almost 100% since the summer season collections, which consisted of 56 SKUs. 

Smiley CEO Nicolas Loufrani said the company is seeing strong growth in the newborn and kids markets as it continues to strengthen its retailer partnerships globally. 

He added: “With another 40% growth expected into next year… 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.”

And having developed a deeper knowledge of the bay and kids wear markets, the company is also “actively exploring” similar partnerships in different territories.