Australian retailer Premier Investments is taking its children’s brand Smiggle to the UK as it forecasts a sluggish Australian retail environment.
The aggressive growth strategy for Smiggle, and the continued expansion of its Peter Alexander pyjama brand, comes as its largest businesses – Just Jeans and Jay Jays – suffer a fall in sales.
Premier will open the first UK Smiggle store in February and aims to open up to eight Smiggle UK stores in 2014. The company sees potential for up to 200 stores in the UK, where sales and profitability could one day possibly exceed the Australian Smiggle network.
(Source: The Sydney Morning Herald Online )