1 February 2026
SHANGHAI, China – The Smiley® Company has officially announced the opening of 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.
As featured by LicenseGlobal.com. Read their full coverage of Smiley Opens First Smiley Home Store in Shanghai.
About The Smiley® Company:
The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy in the hearts of consumers worldwide through its diverse range of licensed offerings.
Smiley has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972.
Originally a gesture to urge readers of the newspaper France-Soir to ‘Take the Time to Smile’, soon this ubiquitous symbol of happiness became the most recognised and important icon in graphic design.
In 1996 Nicolas Loufrani, son of Franklin, took over the helm, steering Smiley into the digital revolution. Creating a whole new way of communicating, he added a variety of facial expressions to the original Smiley – his emoticons are now sent around the world infinitely.
Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships have included Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Basketball – a cultural icon.