Smiley Launches Three New Pop-Up Stores in Thailand
Smiley® has opened three new pop-up stores in Thailand with their franchise partner Naraporn, following the success of the China franchise stores. The three locations include The Siam Center, The Emsphere, and The Parade at One Bangkok. All of the stores have been designed to allow consumers to have a true Smiley brand experience, providing a global feel, in local market leading locations.
The new stores, of which a fourth will open in December, feature a mix of over 130+ Smiley products across apparel, lifestyle, accessories and gift items. The products, which are spreading joy across Thailand, include Smiley basketballs and products from Market, lamps from Mr Maria, apparel via Naraporn Corporation and much more.
To celebrate the launch of these stores, we have also seen the launch of the “Smiley Rider Troop”, a marketing campaign that sees a troop of delivery drivers dressed in iconic yellow invading Bangkok, branded with flags, Smiley icons and screens promoting the stores.
This launch follows on the back of five highly successful franchise stores in China and is part of a larger strategy, to increase brand awareness whilst maintaining a global brand. The Smiley Company is continuing to develop this market as part of its vision to open a flagship store in Thailand in 2025. This is built on the iconic lifestyle brand’s vision, which has been built on spreading joy, and positivity across the world since its inception.
Nicolas Loufrani, CEO of The Smiley Company, said, “We’re thrilled to see our new pop-up stores launch in Thailand. This is part of a bigger strategy to continue to develop our retail offering, focusing on creative, and sophisticated products, whilst bringing these to our fans across the world. Working with One Step Agency and Naraporn allows us to develop this business model in a way that we don’t have in Europe and provide local market opportunities whilst maintaining our global values and vision.”.
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For over five decades, Smiley has been the beacon of joy and positivity across the globe. Since its inception in 1972, Smiley has evolved into an iconic brand of happiness, uplifting spirits wherever it goes.
Embraced by individuals and brands alike, Smiley’s universal appeal has led to countless innovative partnerships, crafting products, promotions, and campaigns that resonate with audiences worldwide.
Partnering with Smiley means joining a league of creatives, celebrating uniqueness and inspiration. Our collaborative approach births premium collections, exclusive capsules, and esteemed collaborations with leading global brands.
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