Play Interactive Holdings has announced a partnership with The Smiley Company to introduce the Smiley lifestyle retail experience to Malaysia and Singapore. As the exclusive franchise licensee, Play Interactive will open lifestyle stores featuring Smiley’s fashion, home, and everyday living products. The initiative aims to immerse consumers in the Smiley brand, known for its positivity and creativity.
The collaboration will see the debut of Malaysia’s first Smiley Home Store, focusing on homeware and lifestyle collections. To enhance the brand’s impact, Smiley will work with local fashion icons and designers in both countries to create exclusive collections that blend Smiley’s global identity with Southeast Asia’s creative flair.
Gary Chong, CEO and Founder of Play Interactive Holdings, stated, “Smiley is all about positivity, joy, and happy vibes. Our mission is to create not just stores, but vibrant destinations where people can experience the Smiley lifestyle in its fullest form.” Nicolas Loufrani, CEO of The Smiley Company, added, “I am thrilled to have found such a strong partner in Play Interactive, to help us implement them and expand our growing fanbases in those territories.”
This partnership marks a significant step in Smiley’s physical retail strategy, building on successful franchise partnerships in China and Thailand. The move aims to expand Smiley’s presence in Asia’s dynamic retail markets, offering immersive experiences and strengthening the brand’s commercial retail strength.
