Sales slump prompts stronger focus on BTS and tech sectors.

 

Solomon Lew’s Premier Investments is overhauling the product line-up at its  fashion stationery chain Smiggle in a bid to halt flagging sales. 

 

Smiggle’s new managing director, Georgia Chewing, is trying to re-establish the chain as one of the top destinations for back-to-school essentials, lifestyle products and fun gifts for children aged between 6 and 12. 

 

“We’ve really done our research into the tween customer, and it’s really different for these kids growing up today in 2026 than what it was five or 10 years ago. Bath and body, and beauty is absolutely growing,”  Chewing told the Australian Financial Review.

 

“We’ve got a lot of wireless headphones, and you’ll see more technology coming through. We’ve got some amazing gifts for Christmas in the tech space,” she said.

 

Smiggle sales  tumbled almost 13 per cent to $230.2 million in FY26 as it closed stores and overhauled its product range.