Solomon Lew's Premier Investments is doubling down on one of Australia's most successful retail exports – children's stationery brand Smiggle – by tapping the customer base of retailers such as Selfridges, Harrods and Galeries Lafayette.

In a major change in strategy, Premier will open fewer Smiggle stand-alone stores in the UK and Europe but set up concessions in leading UK and European department stores and sell Smiggle products on other retailers' websites.