Smiley reveals German expansion - Licensing.biz

Smiley reveals German expansion

Number of new partnerships secured with leading stores across country.
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Lifestyle brand Smiley is making further in roads in the German market, tying up a number of new international partnerships.

The news follows strong showings at trade events Ambiente, Paperworld and Heimtex in Frankfurt, plus ISPO in Munich.

Following its success in the UK, Urban Outfitters has incorporated the Smiley capsule collection into its main offline and online offerings.

Meanwhile, apparel specialist TV Mania has launched its first Smiley and SmileyWorld collections across Europe, while Esprit's collection comprises Smiley Original for women and SmileyWorld for young girls.

2013 also sees updated collections from several German partners. These include Happiness, Smiley's new LA-based fashion collaboration with a twist of Italian, which launches at Germany fashion fair, Premium, alongside new knitwear partner Melanie Plummer.

Fun4You builds on its cross-brand Funwheel success by introducing new ranges of the Smiley and SmileyWorld skateboard and accessories range. The autumn/winter collection includes girls and boys skateboards, mini boards and Smiley Original longboards, helmets and scooters.

Other German partners launching new lines include NICI, BSB, Herlitz, Susycard, Nanu Nana, Gunthart and Department Fashion.

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