About Smiggle

Our History & Our Future

Smiggle is the ultimate destination for your school and leisure essentials. From backpacks to pencil cases, Smiggle is the original creator of all things colourful, fun, unique and on trend.

The brand was established in 2003 in Melbourne, Australia and swiftly opened 20 stores around the country. By 2007, Smiggle had joined the Just Group – owned by Premier Investments Limited, the ASX listed retail conglomerate. Its unique product offering and store experience has garnered an unprecedented following, becoming the hottest place for all things back to school.

Fast-forward to 2016 and Smiggle stores could also be found in the United Kingdom, Ireland, New Zealand, Singapore, Malaysia and Hong Kong.

From 2018, Smiggle had become so sought after, that iconic international department store retailers Selfridges and Harrods in London, Le Bon Marche in Paris and Shinsegae in South Korea launched their first Smiggle “shop in shop” concessions.

Since 2019, Smiggle has expanded its international presence via Wholesale partnerships and today has strong and successful representation in 20+ countries globally with:

  • Over 300 wholly-owned Smiggle stores across 10 countries
  • Over 500 wholesale “doors” with best-in-class local iconic retail operators across 13 countries.
  • Over 10 concession “shop in shops” with prestigious department store retailers (including Harrods and Selfridges) across 4 countries
  • 3 proprietary ecommerce sites and representation on several third-party ecommerce sites.

It's all part of the grand plan to be the world's most exciting and famous stationery brand!

Our Products

Smiggle is the go-to- brand for school, lifestyle and stationery product categories for Bags, Lunchboxes, Drink bottles, Pencil Cases, Books, Writing Tools, Headphones, Collectibles and Accessories!

Our product range is exclusively designed in Melbourne, Australia. We are known around the globe for our innovation, vibrant colours and on-trend graphics. You will find products that shimmer, sparkle, glow, shine and in some cases, also smell delicious!

Not only do we offer original prints and world-first products, but we also partner with iconic brands to bring our fans’ favourite characters to life.! 2019 saw Smiggle’s first collaboration with Disney, resulting in an exclusive product collection for Frozen 2 & Star Wars

Our Stores

A visit to a Smiggle store is unlike any other retail experience. We encourage our fans to experiment, play and have fun in our small but bright stores.

We strive to create an environment that feels like a treasure trove ready to explore, but also make it easy for our fans to find what they are looking for. Whether you want to shop by colour, by product type, by the latest trend - we’ve got you covered at Smiggle.

Wholesale Enquiries

Are you an iconic national or international retailer looking to add Smiggle to your customer offering? We’re welcoming wholesale enquiries globally from businesses who uphold and share our brand values.

If this sounds like your business, please send your enquiry to
Smiggle.WholesaleMarketing@Smiggle.com.au

    Smiggle History & Timeline
    Smiggle History & Timeline
    Smiggle History & Timeline
    Smiggle History & Timeline