Smiley grows in China with Best Seller fashion partnership

Smiley has teamed with Best Seller Group to launch a new apparel collection for spring/summer 2017.

The new line will be available to fans and fashionistas via Best Seller’s Only stores in a deal that follows the successful launch with Selected last year.

The new collection pays homage to the brand’s mission to make the ‘world a happier place’ with oversized dresses, asymmetric dresses, baggy tees and more.

Nicolas Loufrani, CEO of Smiley Company, said: “After the huge success of the Smiley London launch with Selected, we are now working with another great brand from the Best Seller group.

“The Smiley studio and Only design team have come up with a fantastic Smiley London collection that pays tribute to our authentic roots in street culture. It is always a great pleasure to work with a retail group where everybody understands that the success of a collaboration is based on creating a real event in their stores with a wide range of very creative products.

“This is what really attracts customers in this very competitive marketplace.”

Best Seller is one of China’s leading fashion chains operating more than 8,000 stores in over 300 cities throughout China.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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