Fashion accessories and jewelry retailer Claire's Accessories has signed its first direct-to-retail agreement with The Smiley Company to manufacture a full range of products under the SmileyWorld brand.
The initial collection will feature 50 different products, including jewelry, stationery, bags, socks, phone accessories, badges and toys aimed at the tween and teen market. The entire range will be available in spring 2011 in 1,000 stores across Europe and online.
"We are very happy to sign this partnership with Claire's Accessories, as it will reinforce SmileyWorld's position as a leading brand for teenagers," says Nicolas Loufrani, chief executive officer of The Smiley Company. "Our baseline 'express yourself' makes total sense when it comes to accessorizing your look and expressing your personality."