How Smiggle created a love for stationary around the world



“It was a mixture of working very smart and experimenting to get that concept absolutely spot on."

Peter Pausewang, Smiggle


There are many reasons why Smiggle became a favourite amongst parents and children alike. Yet, there are two key points of difference that helped the business garner international recognition. Firstly, it was a consistency in both the brand and design. Secondly, the brand was entirely replicable in other countries, something which few other Australian retailers have been able to match and something which Smiggle are still reaping in the success from today.