The End of Orange?
My second thought was, oh, good, we can stock up on some cheap orange stuff for someone in our house whose favourite colour is orange.
IF it's true, and Smiggle are planning to stock orange product no more, then I'm sad. The orange range, adorned with lions (and sometimes robots) was relatively gender-neutral, bright and cheery. Removing the orange product entrenches the stark gender division in the rest of the store, with pink/purple/pale blue on the girly side, and stark black and green on the boys' side (just in case you're a girl who likes green, the green range has been coded "not for girls" by the inclusion of tough skull-and-crossbone motifs, soccer balls, and boys playing guitars).
Why are there no yellow or red ranges in Smiggle? Too hard to code as "male" or "female"? Why not put animals on them, or fruit, or balloons?
I'm sure Smiggle would say (IF it's true) that the orange range probably sold less than the traditional "girly" colours. Maybe it was seen as too boyish for most girls, and too girly for most boys. But its removal just takes away another option for those kids who aren't that interested in stark gender signals -- and kids, like mine, who just like orange.