About Us


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 – owned by Premier Investments Limited, the ASX listed retail conglomerate.

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.


Smiggle is the go-to- brand for school, lifestyle and stationery product categories such as Bags, Lunchboxes, Drink bottles, Pencil Cases, Books, Writing Tools, Headphones, Collectibles and Accessories!

Our product range is exclusively designed in Melbourne, Australia. Smiggle is known around the globe for its innovation, vibrant colours and unique graphics. You will find products that shimmer, sparkle, glow, shine and in most cases, also smell delicious!

Not only do we offer original prints and world-first products, but we also partner with iconic brands to bring your favourite characters to life!


A visit to a Smiggle store is unlike any other retail experience for the young and young at heart. We encourage our fans to experiment, play and have fun in our small but bright stores.

We strive to create an environment that feels like a treasure trove ready to explore, but also make it easy for our fans to find what they’re looking for. Whether you want to shop by colour, by product type, by the latest trend - we’ve got you covered at Smiggle.


Are you an iconic national or international retailer looking to add Smiggle to your customer offering? We’re welcoming wholesale enquiries globally from businesses who uphold and share our brand values.