Smiley has opened three new pop-up stores in Thailand with its franchise partner, Naraporn.
The move follows the success of the brand’s franchise stores in China.
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 include Smiley basketballs and products from Market, lamps from Mr Maria and apparel via Naraporn Corporation among others.
To celebrate the launch of the stores, the company has also kicked off the ‘Smiley Rider Troop’ – a marketing campaign that sees a troop of delivery drivers dressed in yellow invading Bangkok, branded with flags, Smiley icons and screens promoting the stores.
The launch follows on the heels of five successful franchise stores in China and is part of a larger strategy, to increase brand awareness while 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.
“We’re thrilled to see our new pop-up stores launch in Thailand,” commented Nicolas Loufrani, ceo of The Smiley Company. “This is part of a bigger strategy to continue to develop our retail offering, focusing on creative, and sophisticated products, while 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, while maintaining our global values and vision.”
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