Shanghai, China — The Smiley Company its first dedicated Smiley Home store, located within the Parkson Shopping Centre on the prominent Huaihai Road in central Shanghai.

Occupying approximately 120 square meters, the new retail space serves as a primary touchpoint for the brand’s expanding home and lifestyle category.

A Curated Retail Experience

The Shanghai store is designed to showcase the breadth of the Smiley Home collection, featuring a comprehensive range of partner products including; towels, bedding, blankets, lights, plush, apparel, bags, dining-wear, Smiley Wines, and more.

The interior design integrates the brand’s iconic Smiley with a palette of vibrant colours, balanced by natural wood finishes and soft textures. The 120-square-meter layout utilizes open pathways and curated displays to create an immersive environment, allowing customers to engage directly with the brand’s aesthetic and product quality.

Strategic Expansion

The opening of the Shanghai location marks a significant milestone in Smiley’s retail strategy. By centring the store experience on emotional value, and the integration of positive design elements into everyday home products, the brand seeks to offer a fresh perspective on traditional home retail.

“The launch of our first Home Store in Shanghai is a key step in redefining how our customers interact with the brand in their daily lives,” said Loksze Cheung, MD of Smiley China. “This space allows us to highlight the quality and design of our home collection while reinforcing Smiley’s position as a global lifestyle brand in a major growth area for us.”

Smiley Home plans to accelerate its growth across China and is preparing to enter the Southeast Asian market, with new stores on the horizon. Smiley Home intends to open more locations in Tier 1 cities in China and to launch its first stores in Southeast Asia in the near future.