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About the business
Smiggle is the ultimate destination for your school, birthday and leisure essentials. From backpacks and drink bottles, to gift packs and keyrings, Smiggle is the original creator of all things colourful, fun, unique and on trend.
Smiggle was established in 2003 in Melbourne Australia, originally opening 20 concept stores around the country. By 2007, Smiggle had joined the Just Group – which was then owned by Premier Investments Limited, the ASX listed retail conglomerate.
Smiggle is part of Premier Retail. Premier Retail also owns and operates the Peter Alexander brand.
Fast-forward to 2016 and Smiggle stores had rapidly expanded across Australia and could also be found in the United Kingdom, Ireland, New Zealand, Singapore and Malaysia.
Today, Smiggle retails from hundreds of standalone stores and wholesale "shop-in-shop" concepts, across multiple countries.
