Smiley launches fair-trade project
A range of fair-trade products have been created for the Smiley brand which will sell in French-based retail store Altermundi and hundreds of others.
LCCE (La compagnie du commerce equitable), a subsidiary of the charity Groupe SOS, and the SWA (Smiley World Association) are hosting the project, which is a 100 per cent non-profit programme. All money will go to support local communities of producers as well as help fund the reinsertion programmers LCCE operate in France.
Groupe SOS set up their fair-trade facility seven years ago in order to work with small groups of artists and craftsmen in third world countries. The project encourages and promotes fair-trade practices while creating stylish, modern and desirable products made according to fair-trade standards and helping to improve living conditions in developing countries.
Smiley fair-trade will be the first time a brand has created a full range of fair-trade product making this range special and unique to the Smiley brand. The range will include jewellery, bags, stationery and home ware items.
Nicolas Loufrani, CEO of The Smiley Company, commented: “I believe we are the first brand from the real economy to launch a project on such a scale in the social economy. Not a single Euro of sales from this project will go in our pocket but will all be reinvested in Europe or the third world to support a different way of doing business, one that thinks about the human first."
The range will be available in a range of independent boutiques and Altermundi stores from October.
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