Smiley debuts Undiz collab, puts heavy point of sale backing behind collection
The Smiley Company has just launched a collaboration collection with intimates label Undiz, the retail brand owned by France’s giant Etam Développement lingerie specialist.
Describing Undiz as “one of the world’s coolest lingerie brands,” it has unveiled a Nu Icons collection.
The capsule offer features a selection of highlight pieces including fluorescent pink cotton trousers with motifs, fleece cropped hoodies with fuzzy coral Smileys emblazoned on the chest, a hoodie with ears and blue knit patches, and Smiley hipsters with the message “blah, blah” on the back.
The line-up of eight styles also features tunics, tangas and oversized tees.
Smiley CEO Nicolas Loufrani said the company has always had a strong business in loungewear and lingerie and has enjoyed previous success with Undiz collabs.
The company is backing up this latest launch with "a highly visible marketing campaign.” The point of sale campaign includes a giant inflatable Smiley, strut cards, posters, shelf talkers, table PoS and gift-with-purchase stickers distributed across Undiz retail portfolio with a heavy presence in the intimates brand’s Champs Elysées flagship store.
Smiley also produced a short video to promote the range which has launched across both brands’ social channels and in Undiz stores.
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