As of February 2016, the chain has stores located across Australia (135), New Zealand (23), Singapore (17), United Kingdom (100), Hong Kong (14), Malaysia (22) and the Republic of Ireland (3).

Smiggle started as an idea by Stephen Meurs and Peter Pausewang who saw a gap in the market for fun, engaging, collectable, fashionable, and affordable stationery aimed at the 5 to 14 year age group.

In late 2002, Meurs started designing, developing and producing the first lines of Smiggle stationery, while Kate Martino was tasked to look for suitable retail sites around Melbourne.

In addition to retailing, Meurs and Pausewang wanted to get into wholesaling, so they entered as late applicants in a Sydney trade fair with just two weeks to prepare.

[2] In March 2003, Smiggle opened its first retail outlet on Chapel Street, South Yarra, a famous shopping, dining and entertainment precinct within inner-Melbourne.

The Managing Director of the Just Group, Jason Murray said; "While it is our first move outside apparel, it is an ideal fit with our existing brands, infrastructure and target demographic, and is consistent with our stated aim of acquiring fashion-based retail assets that are relatively immature".

[9][10] In March 2009, Smiggle was the subject of national controversy when they commenced selling voodoo doll pencil cases which included a space to place a small photo, complete with accompanying black and red heart-shaped pins to stick into the doll-shaped item.

A week later Smiggle withdrew the pencil cases from shelves, leaving the chain's Manager for Retail Operations, Kate Martino to write, "It was certainly never our intention to have our product used in a negative manner.

"[26] In August 2013, the company instructed property agents to search for suitable locations in the south-east of the United Kingdom in order to open five to six initial test stores in the 2014 fiscal year.

Smiggle Group General Manager, John Cheston said he hopes to reach the 200-250 store target in four to five years, adding that the UK will "unquestionably" be the retailer's biggest market globally.

[33] In March 2019, Smiggle announced it would sell its products in South Korea, Thailand, Indonesia, the Philippines and the United Arab Emirates through local partners and in Canada, France, Italy, Germany and Spain through Amazon.

[34] In September 2023, Smiggle signed an agreement with their existing Middle East wholesale partner to open 60 stores over the next decade in the United Arab Emirates, Qatar, Oman and Bahrain.

[37] Earlier in September, Premier Investments also sacked Smiggle chief executive John Cheston for "serious misconduct and a serious breach of his employment terms".

John Cheston, General Manager of Smiggle said, "Looking back over the last ten years, we have chosen our fans' most popular items and recreated them in an array of bold colours.