Smiley makes fair trade move

Range of charity products created for the brand to be sold across France.
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The Smiley Company is launching its first ever fair trade project across France.

La compagnie du commerce equitable (LCCE), a subsidiary of the charity Groupe SOS, is working with Smiley on the range. The project will be a 100 per cent non-profit programme, with all the money going to support local communities of producers, as well as help fund the reinsertion programmers LCCE operates in France.

LCCE will sell the products in its French retail store Altermundi, as well as numerous other outlets, from October. The range will include jewellery, bags, stationery and homeware items.

"I believe we are the first brand from the real economy to launch a project on such a scale in the social economy," commented Nicolas Loufrani, CEO of The Smiley Company. "More than six different product ranges are being produced and made by local communities and are backed and supported by the Smiley World Association. Not a single Euro of sales from this project will go in our pocket, but will all be reinvested in Europe or the Third World to support a different way of doing business, one that thinks about the human first."

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