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Issue:- 5 September 2013


Emily, Leonie and Ryan Hawkings from Birkenhead are eagerly awaiting the opening of Smiffys in Pyramids Shopping Centre.

A FANCY dress and party store which supplies prime time TV soap Hollyoaks and top stage shows at Liverpool Empire theatre is coming to Birkenhead.  Merseyside's biggest party store, Smiffys, is opening a new store at Pyramid Shopping Centre, with a grand opening planned on 7 September 2013.

Whether you want to look like you stepped out of the Abba movie, an extra in a FrightFest or just a cuddly Santa Claus, Smiffys has thousands of costumes and party gear.

Derek Millar, Commercial Director for Pyramids Shopping Centre, said:- "The new Smiffys store will be a chocolate box for party goers and their new store in the indoor part of Pyramids Shopping Centre will be a fantastic addition.  It is one of several new businesses opening with us over the coming months, including a brand new H&M store later this year, and it is all part of our determination to drive forward some really positive developments at the centre. We have recently announced a £1m investment programme which includes a huge face lift and rebrand, an updated website, major modernisation at our two car parks, and a brand new heating system. By investing in this way, we are making the shopping centre at the heart of Birkenhead really stand out to potential new tenants and in turn improving the shopping experience for our many loyal shoppers."

Business management graduate Adam Boyars is heading the new Smiffys venture. Adam's father, Neville, opened the Smiffys store in Bold Street, Liverpool, almost nine years ago, and believes there is a gap, in what is a growing market place, across the Mersey in Birkenhead.  "The first shop was opened as a franchise but we are now independent," said Adam, 23.

In fact the original Smiffys fancy dress business was founded nearly 120 years ago.  "We hope the store will be open the first week in September and plan to have a grand launch day on Saturday, 7 September 2013. The demand for costumes just gets bigger and bigger with Halloween the biggest time of the year for us. At Halloween we get queues outside the shop for costumes, which is why we want to be open in Birkenhead before October 2013.   Halloween is now the 3rd biggest holiday after Christmas and Easter."

Chances are many of the costumes you see on your TV shows are supplied by Smiffys.

"Hollyoaks come in regularly for stuff," said Adam. "I know the Smiffys brand is also the fancy dress of choice for shows such as Celebrity Juice, EastEnders, The Apprentice and Big Brother. We also deal directly with the Liverpool Empire Theatre who come to us - particularly for make up.  I don't know that we have a favourite outfit but we have thousands of products and it depends what time of year it is, what the event is. We get requests for fake blood come Halloween and the Santa suits at Christmas of course," said Adam who decided to join the family business after he completed his business management degree at Birmingham University.

Apart from the bewildering array of costumes, Smiffys even does life-sized cardboard cut-outs of your favourite film stars and pop idols. This means youngsters could get One Direction's Harry Styles to "attend" their birthday party!

Since opening in 2004, Smiffys is belived to have become the largest and most popular party store in Merseyside.

"All of our costumes are to buy, meaning you can use outfits time after time, providing great value and savings on your purchase. We say 'Why hire when you can buy for less'..." says Adam.

Party products include both online and in-store fancy dress for both adults and children, accessories, wigs, masks, footwear, make-up, hen and stag, celebrity cardboard facemasks, hats and jokes and novelties. In store there is also a huge range of balloons, decorations, party ware and life-size stand up cut-outs.

All the costumes are also fully licensed.

To contact the store go to:- or call:- 0151 647 3129.  Go to:- for more information.

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