Renewed focus on core 6-12 age group.

 

Fashion stationery chain Smiggle has announced a “strategic reset” in the wake of a 10 per cent drop in half-year sales to $140 million. 

 

During 1H26, newly-appointed managing director Georgia Chewing (pictured) oversaw a strategic review across product, sourcing, customer, marketing and visual merchandising.  

 

The review identified the opportunity for Smiggle to re-align its brand identity to its original core customer age group of 6-12 year olds, as the brand’s offering gradually skewed towards a younger demographic over recent years.  

 

The reset strategy will focus on three core pillars: Product repositioning Innovation; collections aimed at core demographic of 6-12 year olds; expansion into new categories and a curated licensing strategy with a clear focus on the core demographic.  

 

Smiggle’s wholesale channel delivered growth in 1H26 driven by long term agreements in the Middle East and Indonesia. 

 

Smiggle will work with existing partners to expand existing markets and explore new wholesale partners in new markets. 

 

Smiggle, a division of Premier Investments, has around 300 stores in Australia, New Zealand, the UK, Ireland, Singapore, and Malaysia.