About Us
RH Smith have been in the business of fancy dress since 1894, becoming a global organisation with offices and showrooms worldwide. RH Smith & Sons was acquired by Ad Populum LLC in 2024. As the leading fancy dress, Halloween and Carnival manufacturing company in the UK, we distribute nearly 7,500 products to over 2,000 stockists around the world with over 26 million items shipped every year.
Our Vision: To be the best, most liked, trusted and respected company in our industry.
Our Mission: As a family business we are now in our 130th year. Our mission is; to inspire pride and loyalty in our colleagues and customers by delivering sustainable growth and profit through continuous innovation, outstanding quality and service in an enjoyable and fun environment.
Originally founded as RH Smith & Sons (Wigmakers) in 1894, but affectionately known as Smiffys in the industry, the organisation now numbers over 2,000 stockists worldwide with offices in Hong Kong, China and Australia. In its 130 year history, RH Smith has built up 2 fancy dress and costume brands, Smiffys and Fever. Under new ownership of Ad Populum LLC, Smiffys updated it's company name to Smiffys II in 2024.
The Smiffys II brand embraces family friendly fun with ranges including costumes and accessories for adults and children looking to dress up for any occasion: Halloween, book days, fundraising activities, school curriculum activities, charity fundraising activities, carnival, festivals and much more. The Fever brand launched in 2008 in response to the fashion-savvy customer wanting to turn up the heat on their party look with contemporary dress up, lingerie, wigs, hosiery and accessories, whether it’s for going out or staying!
Our promise is to provide value for money, innovative and fun designs for our customers who love to stand out from the crowd and celebrate with style and a sense of humour. We are proud to design all of our costumes and accessories in-house in our UK office.
“Its Great, its British, its Smiffys”
To ensure we can offer you the best range of products, we invest heavily in our licensing portfolio. With over 60 well-known best-selling brands, such as Grease, Top Gun, Where’s Wally and Roald Dahl to name a few, there’s always a reason to order from Smiffys.
Counterfeit: We know the costume market is subject to counterfeit goods, masquerading as Smiffys branded products. Over the last 12 months we have removed 20,000 counterfeit listings from unapproved resellers selling fake Smiffys branded products online (which are potentially unsafe and criminally sourced) using third party platforms such as Ebay and Amazon, protecting both your sales and our brand.
Safety: At Smiffys II we take our responsibility as a supplier of family products very seriously and are continuously looking at ways to enhance our already high standards of safety and quality. We’re proud of our safety record and standards, and are always happy to supply any supporting information to our retailers as part of our efforts to educate the consumer about the risk of counterfeit and untested products. To read more about our Safety policy, click here.
Smiffys II are delighted to be working with the Lincolnshire Trading Standards and their Primary Authority scheme; showcasing how seriously we take safety.
As legal partners with the Primary Authority for Lincolnshire, we ensure compliance with all trading standards and fire safety regulations. Guidance from Primary Authority is invaluable to Smiffys II, allowing us to confidently invest in our protocol resources with the knowledge of guaranteed conformity. Our partnership with the Primary Authority ensures that all our Children’s Costumes exceed industry safety standards especially; surpassing both EN71 regulations and Nightwear (Flammability) Standards.