Smiley has joined forces with the Best Seller Group to bring out a new apparel range exclusively in Best Seller’s Only stores throughout China for the first time.n
The new collection will aim to pay tribute to the brand’s mission to make the world a happier place and will place on the classic Smiley logo through a variety of dresses, tees, blouses and more.
Nicolas Loufrani, chief executive officer, 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 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,” he added.
Best Seller is one of China’s leading fashion retailers, operating more than 8,000 stores in more than 300 cities throughout the country.
Products and Integrated Network Solutions, Viacom 18 Media said, “We see this as an essential step towards ensuring that our characters are not represented on inferior, unlicensed products which may pose health and safety risks. We are extremely grateful for the cooperation of the judiciary and the police who have executed the appropriate legal action to protect our intellectual property and to prevent inferior and potentially dangerous products from being sold to unsuspecting consumers.”
