Network Solutions, a Key Component of Smiggle's Breakneck Expansion Despite Brexit

Resource Type
Case Studies

Few retail businesses have matched the global success of Smiggle. Since its first store was opened in 2003, the children’s stationery brand has garnered international recognition as one of the industry’s leading names.

Smiggle’s spread across the retail landscape was almost immediate. Launching in Melbourne, Australia, the brand’s potential was realised when it was acquired by the Just Group in 2007—Australasia’s largest speciality fashion retailer. The Just Group and Smiggle focused on rapid expansion within Australia (currently trading 129 stores), but also launched the brand in New Zealand in 2008 (23 stores), Singapore in 2011 (20 stores), the United Kingdom in 2014 (95 stores), and Malaysia and Hong Kong in 2016 (8 and 7 stores, respectively).

The UK was chosen as the initial site for expansion due to the shared language and similar retail trends. The Smiggle concept proved successful as expected, with the company reinforcing its plans to grow its stores up to 200 in the UK within the next 2 years. Along with this ambitious UK expansion, Smiggle has also recently announced it will open its first store in the Republic of Ireland this May, with up to 20 stores planned to open across the Republic of Ireland and Northern Ireland in the next 2–3 years.


Find out why Smiggle enlisted leading network solutions provider Hughes to provide its stores with resilient connectivity here.