US Gifts Specialist Buys Iconic UK Brand

  • Smiffys, a fancy dress retailer, has been bought out of administration by US gifts and fancy dress specialist Ad Populum in a pre-pack deal.
  • The sale was completed by PwC, which was appointed as administrator for Smiffys.
  • Smiffys has stores in Leeds, Liverpool, and Oxford.
  • Financial performance of the retailer was impacted by the pandemic leading to reduced demand for costume and party products.
  • Ad Populum owns various US brands including National Entertainment Collectibles Association, Wizkids, Kidrobot, and costumes company Rubies II.
  • Smiffys has been operating since 1894 but was impacted by the pandemic like many other retailers.
  • Ad Populum plans to add Smiffys to its range of brands which includes extensive experience in fancy dress and toy markets.

Smiffys, a long-standing fancy dress retailer with stores in Leeds, Liverpool, and Oxford, has been acquired by US gifts specialist Ad Populum in a pre-pack deal. The company’s financial performance was significantly impacted by the pandemic, leading to reduced demand for its costume and party products. Ad Populum owns various US brands including National Entertainment Collectibles Association, Wizkids, Kidrobot, and costumes company Rubies II. PwC partner Jane Steer commented on the acquisition, stating that Smiffys has been operating since 1894 but was impacted by the after-effects of the pandemic like many other retailers. Ad Populum plans to add Smiffys to its range of brands which includes extensive experience in the fancy dress and toy markets.

Factuality Level: 8
Factuality Justification: The article provides accurate information about Smiffys being sold to Ad Populum due to the impact of the pandemic on its financial performance, mentions Ad Populum’s other brands and experience in the industry, and discusses the broader context of retail collapses during the pandemic. However, it includes some repetitive information and a brief mention of unrelated brands (Matches, Ted Baker, The Body Shop) without further elaboration.
Noise Level: 4
Noise Justification: The article provides relevant information about the sale of Smiffys to Ad Populum and its impact on the retail industry but lacks in-depth analysis or actionable insights.
Financial Relevance: Yes
Financial Markets Impacted: Retail industry, fancy dress and costume markets
Financial Rating Justification: The article discusses the sale of Smiffys, a retail company, to Ad Populum, which impacts the retail industry and specifically the fancy dress and costume markets. It also mentions other companies in the same sector that have faced challenges due to the pandemic.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no extreme event mentioned in the article.

Reported publicly: www.retailgazette.co.uk