Australian stationery brand Smiggle has opened its first store in Hong Kong as part of an Asia expansion program.
The inaugural Smiggle Hong Kong store is at Telford Plaza in Kowloon Bay and stocks trendy, creative products across multiple categories including writing tools, desktop accessories, books, pencil cases, bags, watches and clocks, toys and games.
MD John Cheston says the range caters to consumers of all ages who love to buy toys and novelty products.
“Smiggle has a unique proposition as an entertaining stationery and gift specialist in the market,” he said.
Designed in Australia, Smiggle’s product range changes often and new products will be introduced frequently in the Hong Kong store. The company says it plans “an engaging and interactive marketing and service approach to offer customers a unique, refreshing and innovative shopping experience”.
“We see a lot of growth potential in the local kidult market, and our market research shows that these types of consumers love to decorate their homes and work-places,” said Cheston.
“Smiggle releases over 800 new products each year, ensuring there is always something new and exciting available.”
Two more stores are scheduled to open in Maritime Square and Plaza Hollywood in late June.

Associate director-general of Investment Promotion Dr Jimmy Chiang wished Smiggle every success in Hong Kong.
Smiggle, founded in 2003, is owned by Melbourne-based Just Group, which also includes fashion brands Just Jeans, Jay Jays, Peter Alexander, Portmans, Dotti and Jacqui.E. It has more than 200 Smiggle stores across Australia, New Zealand, Singapore, the UK and now Hong Kong.