What we did

Australia’s colourful stationery retailer, Smiggle, appointed Only Retail to create consumer awareness and buzz around their ambitious programme of store openings in the UK.

We were also tasked with spearheading product launches for Back to School and Christmas.

We helped Smiggle make its mark as the fastest growing retailer on UK high streets by engaging with both kids and parents through a robust media relations campaign spanning local, regional and national publications – both online and offline.

The entire campaign was underpinned with parenting, lifestyle and blogger outreach. Leaving no stone unturned.


Smigglemania has taken the UK by storm and, thanks to a little bit of Only Retail magic, is now firmly established as the favourite and most talked about stationery brand in the country.

In just three months our tenacious and hard-working team delivered in-store blogger events, 15 store openings and a ‘back to school’ campaign which resulted in 201 pieces of coverage with a total OTS of 253,361,578 (including social).

Our campaigns are continuing and there's much more to come!