Smiffys sold to Ad Populum after falling into administration
The Smiffys fancy dress retailer has been sold to Ad Populum after falling into administration.
R.H. Smith & Sons (Wigmakers), which traded as Smiffys, appointed Jane Steer and Sarah O’Toole of PwC as joint administrators after its financial performance was hit by the Covid-19 pandemic.
With headquarters in Leeds, the company has been operating for over 100 years and has stores in Leeds, Liverpool, Newcastle and Oxford.
Ad Populum owns brands such as NECA, a specialist in pop culture action figures and collectibles, and Wizkids, a producer of miniatures and tabletop games.
Jane Steer, joint administrator and partner at 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 includes extensive experience of the fancy dress and toy markets.”
