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AAP

Business

Derek Rose

Smiggle sets its sights and range on primary target

Smiggle Premier Peter Alexander Solomon Lew Premier Investments

Premier Investments wants Smiggle to become the brand of choice for primary schoolers. (Dean Lewins/AAP PHOTOS)

Popular children's stationery chain Smiggle is renewing its emphasis on the primary school-aged market, after years of flirting with much younger kids.

The owner of the back-to-school brand, Premier Investments, plans to offer more collections and licensed products that resonate with its original core demographic of six-12 year olds.

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