Best Seller Plans Smiley Apparel in China

Smiley and Best Seller Group have joined forces to debut a new apparel range exclusively in Best Seller’s Only stores throughout China.

April 6, 2018

Best Seller Plans Smiley Apparel in China

Retailer Only to feature Smiley fashion in more than 1,700 retail locations.


The new collection will aim to pay homage to the brand’s mission “to make the world a happier place” and will place on the classic Smiley logo through a variety of dresses, tees, blouses and more.

“After the huge success of the Smiley London launch with Selected, we are now working with another great brand from the Best Seller Group,” says Nicolas Loufrani, chief executive officer, Smiley Company. “The Smiley studio and Only design team have come up with a fantastic Smiley London collection that pays tribute to our authentic roots in street culture. It is always a great pleasure to work with a retail group where everybody understands that the success of a collaboration is based on creating a real event in their stores with a wide range of very creative products. This is what really attracts customers in this very competitive marketplace.”

The Only x Smiley

collection will launch in Only’s 1,764 retail locations this year.

Best Seller is one of China’s leading fashion retailers, operating more than 8,000 stores in more than 300 cities throughout China.

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