Fancy dress brand Smiffy’s sold to Ad Populum

Fancy dress retailer R.H. Smith and Sons, trading as Smiffy’s, has been sold to Ad Populum after falling into administration.

Headquartered in Leeds, Smiffy’s has been operating for over 100 years and has stores in Liverpool, Newcastle and Oxford. 

However, the retailer was forced to appoint joint administrators from PwC after its financial performance was significantly impacted by the Covid-19 pandemic which saw a huge drop in demand for costume and party products. 

Now the company has been bought by Ad Populum which owns several brands, such as Neca, Wizkids, Kidrobot, and US costumes company Rubies II, LLC.

Jane Steer, joint administrator and partner, PwC, said: “Smiffy’s is a popular brand that has been operating in one form or another since 1894, but sadly, like many other retailers, it was impacted by the after effects of the pandemic. 

“The buyer, Ad Populum, will add Smiffy’s to its comprehensive range of brands which have extensive reach in the fancy dress and toy markets.”