Australia & New Zealand's Most Trusted D2C Brands 2026 › Smiggle
#42 of 100 – Pets & Kids

Smiggle

Children's stationery, bags and accessories brand that sells its own-label products through 268 of its own stores and online in Australia, New Zealand, the UK, Ireland, Singapore and Malaysia.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 76/100
Smiggle ranked #42 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score77.98out of 100
ANZ D2C rank#42 of 100
HeadquartersMelbourne, VIC, Australia
Founded2003
Latest revenueA$230.2M sales (FY2026, 52 weeks ended 25 Jul 2026)
Trust pillar76/100

The Smiggle story

Smiggle was founded in Australia in 2003 by Stephen Meurs and Peter Pausewang and is owned today by Premier Investments Ltd (ASX: PMV). It is one of 4 Pets & Kids brands in this year's ranking, where it places #3.

Why people trust Smiggle

It is an own-label brand that has traded since 2003, is owned by ASX-listed Premier Investments, and launched its Smiggle Club loyalty program in July 2026.

The watch-out

Sales fell 12.9 per cent in FY2026 and the store count has dropped from 309 at the start of FY2025 to 268.

Why Smiggle ranks #42

Strongest of the four trust-led pillars

Brand Positioning, scored 84 out of 100.

Room to grow

Consumer Trust & Sentiment, scored 76 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Smiggle scores 77.98 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
76
Brand Recall (18%)
82
Brand Positioning (15%)
84
Brand Love (15%)
78
Product, Innovation & Delivery (10%)
74
Digital & Financial Soundness (6%)
68
Governance & ESG (4%)
78

Versus its nearest rivals

40Nick ScaliHome · 78.1641CamillaFashion · 78.0042SmigglePets · 77.9843MASInsurance · 77.6244ZipFinancial Services · 77.50

Questions people ask

What rank is Smiggle in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Smiggle ranks #42 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 77.98 out of 100.

Why is Smiggle trusted?

It is an own-label brand that has traded since 2003, is owned by ASX-listed Premier Investments, and launched its Smiggle Club loyalty program in July 2026.

What is Smiggle's revenue?

A$230.2M sales (FY2026, 52 weeks ended 25 Jul 2026), as per company filings.

Who owns Smiggle?

Smiggle is owned by Premier Investments Ltd (ASX: PMV). It was founded in 2003 in Australia and is based in Melbourne, VIC, Australia.

What is Smiggle's biggest challenge?

Sales fell 12.9 per cent in FY2026 and the store count has dropped from 309 at the start of FY2025 to 268.

Key facts

BrandSmiggle
Company / ownerPremier Investments Ltd (ASX: PMV)
HeadquartersMelbourne, VIC, Australia
Founded2003
Founder(s)Stephen Meurs and Peter Pausewang
Latest revenueA$230.2M sales (FY2026, 52 weeks ended 25 Jul 2026), as per company filings
SectorPets & Kids
Country of originAustralia

Sources

  • Annual report and results announcements lodged with the ASX by the parent company
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.