Smiggle will open 10 new stores before Christmas in high profile locations including the Bullring, Westfield London and Meadowhall.

Smiggle already has eight stores trading, including in Bath

Smiggle opened its first store in Westfield Stratford in February and it now has eight stores trading.

The stores planned to open ahead of Christmas are:

  • Bullring, Birmingham
  • Westfield London
  • Meadowhall, Sheffield
  • Cabot Circus, Bristol
  • Intu Derby
  • Intu Bromley
  • George Street in Richmond
  • Touchwood in Solihull
  • Wandsworth’s Southside shopping centre
  • Royal Victoria Place, Tunbridge Wells

Smiggle eventually hopes to have 300 stores in the UK. The retailer’s Kingston store in the Bentall Centre is already ranked its number one store in the global estate by sales. Smiggle predicts the UK will be its biggest market by 2017 and aims to turn over ÂŁ100m of sales.

The 18 stores Smiggle plans to have open by Christmas is down on the 25 it had initially planned. The retailer explained it is adopting a “zero compromise strategy” regarding site selection and is prioritising quality of location rather than number of stores.

Smiggle’s first regional manager Clare Wallace left the company in June after only eight months.  

Smiggle would not comment on Wallace’s departure.

Smiggle operates 150 stores in Australia, 23 in New Zealand and 17 in Singapore.

Its property agents are Harper Dennis Hobbs and MMX Retail.

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