page_title: Smiggle
section_title: Style and products
hierarchical_section_title: Smiggle / Style and products
caption_attribution_description: English: This picture was taken using a 12MP Kodak EasyShare Z1275 camera. A selection of Smiggle products in 2013.
context_page_description: Smiggle is an Australian-based retail store chain that sells stationery and related accessories. It was founded in Melbourne by Stephen Meurs and Peter Pausewang in 2003 and acquired by the Just Group in July 2007. As of February 2016, the chain has stores located across Australia, New Zealand, Singapore, United Kingdom, Hong Kong, Malaysia and the Republic of Ireland. Smiggle is renowned for its use of vibrant bold colours and quirky graphics on most of its branded products.
  Smiggle started as an idea by Stephen Meurs and Peter Pausewang who saw a gap in the market for fun, engaging, collectable, fashionable, and affordable stationery aimed at the 5 to 14 year age group. In late 2002, Meurs started designing, developing and producing the first lines of Smiggle stationery, while Kate Martino was tasked to look for suitable retail sites around Melbourne. They decided on the name, 'Smiggle' as a mashup word for smile and giggle, reflecting their aims for the products. In addition to retailing, Meurs and Pausewang wanted to get into wholesaling, so they entered as late applicants in a Sydney trade fair with just two weeks to prepare.
context_section_description: Smiggle is known for its innovative design and use of colour. It has been credited with filling a gap in the Australian stationery market for "fashion-forward, bold stationery". Products from Smiggle come in various bright colours which are generally targeted at children and other young demographics. The brand features five key colour areas - purple, blue, pink, green, white, black and the newly introduced colour, orange. But some products can deviate from this, containing a wide variety of colours, and stocked away from the store's bloc-colour arrangements.
  Smiggle's website and stores mainly focus on selling stationery, with other categories including; bags, wallets, and other travel accessories; food and drink containers; hard and soft pencil cases; various watches, slap bands, bracelets, necklaces, lanyards, and badges; novelty games and party accessories; speaker cases and speakers, computer tablet, laptop and mobile phone cases, headphones, alarm clocks, and booklights; diaries; and various gift packs. In the past, the chain has also sold other items such as USBs and USB hubs - the latter of which are shaped as octopus' or dinosaurs - and luna lights.
  For Smiggle's tenth birthday in February 2013, they commenced selling a Limited Edition Birthday range, highlighting favourite designs from the preceding ten years. John Cheston, General Manager of Smiggle said, "Looking back over the last ten years, we have chosen our fans' most popular items and recreated them in an array of bold colours. Also, to celebrate our birthday, we thought it was only fitting to create a limited range of party products for our fans to enjoy, so they can celebrate with us."
caption: A selection of Smiggle
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