Shopping Centers Today International

DEC 2015

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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The secret to the chain's success seems to be that it introduces lim- ited-time product assortments in eye- catching colors at every Smiggle store across the portfolio. Once any line is sold out, though, it is gone forever — instantly making each item a highly prized collector's item. miggle iS TwO ThingS straight off the bat: a stationery brand that caters to teens, and thus, perhaps fittingly, also a mix of the words "smile" and "giggle." having opened its first U.K. store in 2014, at london's westfield Stratford mall, at press time this melbourne, Australia–based chain was already on track to open about 40 Smiggle stores in the U.K. by this holiday season, with about 200 more in the plans for the next five years. Further along, it is looking at other european markets and the U.S. Founded in melbourne in 2003, Smiggle built a quick following for its brightly colored and quirky stationery, bags, lunchboxes, ac- cessories and gadgets. in 2007 the melbourne-based Just group ap- parel company acquired Smiggle. Over the past five years the chain's annual sales growth has averaged 27 percent. Smiggle likes spaces measuring about 1,000 square feet in prime shop- ping centers and on main streets, and it is quite picky about where it chooses to go. "we do a full review prior to com- ing into a market," said Josh molloy, Just group's global head of property, who works with Chairman Solomon lew to inspect each site personally. mol- loy makes the trip from Australia to the U.K. every six weeks. That long lead time may explains why Smiggle has launched in the U.K. only last year. "we do a lot of work up front, then we come in, put the hammer down and say, 'we're going to go and launch.' if we've got 27 stores opening today, we would have reviewed and been to prob- ably 60 cities in the U.K. if a site doesn't S Unstoppable stationery Kids' stationary chain smiggle is growing in europe and eyeing the u.s. r e t a i l i n g t o d a y 68 S C t / d e c e m b e r 2 0 1 5

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