Drawing on many years of experience and expertise in the independent sales area of the industry, the Smiffys team has been appointed as official sales agent for Rubies UK.
Smiffys was acquired by Ad Populum at the beginning of July having gone into administration under PWC the previous month. The deal meant that Ad Populum would look to work with the existing management team at Smiffys, which became Smiffys II as a result of the takeover.
“We’re excited to bring the Rubies collection to our UK Smiffys customers, including the fantastic portfolio of licensed products the brand has long been known for”
It is little surprise that Ad Populum’s subsidiaries also include Rubies, whose executive director, Pete Warton, said: “Rubies is tremendously excited to be represented by Smiffys II across the UK Independent retail landscape. Known for its exceptional customer service and breadth of distribution across UK retail, Smiffys leads the way in dress-up by supporting partners with its on time and on trend portfolio. Rubies is proud to add its predominantly licensed goods to Smiffys care.”
Sam Bucknall, head of UK & EU sales at Smiffys, said: “We’re excited to bring the Rubies collection to our UK Smiffys customers, including the fantastic portfolio of licensed products the brand has long been known for. The synergy between the two brands is clear, offering both the Smiffys and Rubies ranges will allow our customers access to such a wide range of products to meet their needs.”
The deal comes as the industry heads into its peak season, with major movie releases and Halloween just around the corner.
