Rubies announces exclusive agreement to design, manufacture and distribute the Smiffys brand under licence
Rubies UK has announced its intention to enter into a strategic licence and distribution partnership with Smiffys UK, bringing together two of the costume industry’s most recognised and established brands.
The agreement will see Rubies design, manufacture and distribute products under the Smiffysbrand, under licence.
Peter Warton, Executive Director. Rubies Masquerade Co. (UK) Ltd, said: “Smiffys has been part of this industry for generations, and we have enormous respect for the brand, its history and the relationships built around it. Bringing the strengths of Smiffys and Rubies closer together creates exciting opportunities for our partners and, most importantly, positions us to support the market with even greater scale, creativity and service moving forward.”
Rubies and Smiffys have unique brand identities and together will service all channels of retail from party and independent retail to e-commerce and the important national retailer landscape to provide unparalleled access for consumers to the combined breadth of portfolio.
Very importantly, Smiffys’ unique brand identity is maintained via the predominant retention of its operating team who will become part of the Rubies family further to a management services agreement attached to the licence. Continued strategic support for licensors, retailers and distribution partners will remain at the heart of the business. Day-to-day operations, including product development, fulfilment and customer support, will continue as normal.
