Smiley Steps into Anniversary Footwear

Women’s and children’s co-branded footwear will launch this fall exclusively at Eram.

Smiley and French retailer Eram have joined forces to craft a limited edition line of footwear and accessories to celebrate both brands’ anniversaries this year.

The new range for women will feature all-over Smiley patterns as well as statement prints on items such as women’s sneakers and tote bags. Other highlights from the collection include black tights with all-over prints and a Smiley beanie. For kids, the collaboration will showcase classic sneaker styles with Smiley icons on the shoe lips and a range of Smileys in different colors on the side of the shoe.

The women’s and children’s footwear and accessories collections will launch this back-to-school season exclusively at Eram.

The collaboration will also be supported by an extensive marketing campaign that will include shop windows, POS, lifestyle imagery, a press day and gift-with-purchase products.

“Eram is celebrating its 90th anniversary, and what best to co-celebrate with the happiest brand in the world?” says Nicolas Loufrani, chief executive officer, Smiley. “Both brands share yellow as their common happy color and this is the occasion to come up with a very exciting collection created by their incredible design team and a fantastic marketing activation co-created between the teams at Eram and Smiley. We are really happy to work with such professional people who understand how to bring value to their clients by making everything they do absolutely unique. This is the way retail chains have to work in this tough competitive environment, and everybody at Eram has perfectly understood that.”