About Us


Arou Clement Mawien

Founder and Director

 “The retail industry has seen rapid changes in the business environment, mainly driven by digitalization, the increasing birth rate, aging population in South Sudan and enhance global regulations, SMILE National Co. LTD is committed to taking the firm to greater horizons in order to deliver consistent growth under the changing environment. We   focus efforts on growing our business, enriching society through our expertise in the capital markets, strengthening our initiatives while placing continued emphasis on earning society’s trust and ensuring our people are happy and

fulfilled. Our mission is to extend this trajectory into the future and turn SMILE National Company Limited into a leading global company. It is essential that we align our actions to meet consumer needs. To do that, we think it is important to build upon our current core values which affirms our commitment to serve our valued stakeholder groups; consumers, shareholders, employees and the wider society, with consumers at its core. We are confident that we can exceed expectations of all stakeholders by carefully considering their respective interests. The strategy guides our mission to create, develop and nurture our unique brands to win consumer trust, while understanding and respecting the environment, and the diversity of societies and individuals”

About Us

Smile National Co. LTD was born at the intersection of style And technology, organized as a sole proprietorship in June 2019 in Kuajok, State capital of then Gogrial State.

Its a start-up multinational technology retail store based in Juba, being epi-center of South Sudan and a popular retirement and tourist destination, that focuses on e-commerce and provide supplies including drop shipping from oversee, logistics dealership, modern wears and accessories, designs and printing services, cloud computing, digital streaming and artificial intelligence to high end articles of modern generation.

The retail industry tends to be overly youth focused. However, by closely following generational trends as well as our own customers’ purchasing preferences, we tailored our inventory to meet the specific needs of our clientele. Our specialty is solely focusing on innovative assortment of styles, quality and fits to meet the preferences of our target customer base.

While our initial goal was to open one main boutique and sports store in Wau Town outreaching the nearest urban centers in Bahr el Gazal, expansion plans included potentially franchising our business, establishing a base in Juba and/or building a well-recognized brand name that will deal in general businesses such as procurement and supply chain based on customers’ purchase orders. In turn, we also penetrated a sizable portion of an online retail market in the modern business circles.

Presently, Smile National Co. LTD does not have a bricks-and-mortar location. However, we have identified an ideal spots in the downtown district of Juba City, Wau Town market opposite the Mosque, ACOD building, Kuajok Town behind MTN Service Center and Tonj downtown.

 The gorgeous areas include numerous restaurants, an art galleries, coffee shops, candy stores and a picturesque parks in the town square. We have signed a One-year lease for office space and storage facility at each base.

Smile National Company Limited is based and incorporated in district of Juba, Wau streets of Wau Town, Western Bahr El Gazal State, Kuajok and Tonj Towns of Warrap State. Our company is a retail establishment incorporated by South Sudan Ministry of Justice and Constitutional  Affairs with registration number 36484, a legal member of South Sudan National Chamber of Commerce, Industry and Agriculture with Reg. No. 032313, registered fully by South Sudan Ministry of Finance and economic Planning with TIN 102-011-163 and licenced by Ministry of Trade and Industry to operate and export merchandise without objection. (Op. Licence #0148540 C)

Our vision

The national's best entity of "premium services and products"

We are a dynamic business entity that constantly look forward to areas of innovation and creativity in order to create a shopping environment that caters to the needs of our clientele, with top notch personalized and impeccable customer service in an atmosphere of hospitality.


To harness the superior thinking in the creation of premium products and services that functionally and visually enhance the spaces in which people live whilst reducing our footprint, we pursue our vision through integrated commitment to:


that is individual based and guides our work and actions throughout


that puts a smile on faces of our clients, employees and investors.


that leverages new and improved practices and intelligence of serving our clients.


that will always make us the partner of choice and not the tail.


that pleases our stakeholders and recommended by our clients.

Our mission Statement​

“SMILE National Co. LTD is to offer a wide selection of quality products and impeccable services in an assortment of sizes and styles to accommodate all varying needs of high-end articles of modern generations in South Sudan”.                                                                                                                                                                                                   We look forward to creating and providing superior economic opportunity for every member in the national workforce that:


recommend to family and friends,


prefer for their clients,


are proud of, and


seek for long-term returns

Our company thrives when it pleases its customers, employees, partners and its investors through lovable marketing, charitable partnerships, influential programs and approachable language used to describe these endeavors.

Our core business strategy is to combine exceptional and knowledgeable customer service with quality stylish merchandise. And in turn, we’ll provide an enjoyable shopping experience for our customers.

Our aim is to establish our company as a pioneer in this youth-obsessed industry and build a retail store brand name that will be synonymous with the retail industry revolution

Our Core Values


We always strive to do the right thing. Our commitment to the truth is unwavering, both in actions and in words.


SMILE believes in positive feelings or actions shown to our esteemed clients regardless or social, race or religious differences.

Positive Impact

SMILE focuses on the positive impact they can create by implementing programs that help people and their communities. For instance, the company’s social impact investments are geared toward helping low level individuals reach sustainability and scale.

Impeccable Services

We only exist to serve our internal and external customers, so their concerns are always at the forefront of our business. We will serve our clients with a genuine humility that leaves no doubt that they are the sole focus of all of our endeavors.


A personal choice to rise above one’s circumstances and demonstrate the ownership necessary for achieving key results: to See it, own it, solve it, and do it. Doing it right the first time is not our goal, but our standard. We will hold ourselves responsible for this attention to detail in all of our duties.


We acknowledge our stakeholders’ existence, contributions, services and validity.


Teamwork is our individual actions, brought together for our common purpose, which subordinates our individual needs to the needs of the group. We put aside our individual needs to work towards and accomplish the larger group objective. We cooperate, using our individual skills, and provide constructive feedback despite any personal conflict between individuals.


Safety is paramount. A safe you is a safe me/us.
These are the unwavering guides, and fundamental beliefs and principles of our business that dictates behavior and helps us understand if we are on the right path and fulfilling our goals.

Our aims and keys to success

  • The dealership, sale, leasing and repair of motor vehicles, industrial vehicles, ships, aircraft, other transportation machinery and apparatus, Construction materials and equipment, furnishings and fixture, space machinery and apparatus, and parts thereof;
  • The planning, designing, supervision, execution and undertaking of construction works, civil engineering works, land development, urban development and regional development;
  • The sale, purchase, leasing, brokerage and management of real estate, apparel and fashion wears, sports materials, computing, books, movies, music and housing materials.
  • The inland transportation, marine transportation, air transportation, stevedoring, warehousing and tourism businesses;
  • The dealership in production and processing by using biotechnology of agricultural products including trees, manure and the sale of such products;
  • The conducting of engineering, consulting, invention, research and any business incidental to or relating to each of the preceding items and the utilization of such invention and research.
  • Creation of a shopping environment, coupled with top notch personalized and impeccable customer service in an atmosphere of hospitality, that caters to the needs of the urban modern generation.
  • Earning 80% market share and become the number one ethnic modern business in the region, and achieve name recognition in the local community.
  • To be an active and vocal member in the community supporting games and sports, fashion events, arts and crafts and equestrian organizations working with children.
  • Carry an assortment of sizes to fit the ampler frames of South Sudanese target customer base.
  • Advertise and promote in area that our target clients base will learn about our service and products.


1.0 Product Portfolio

SMILE National Co. LTD sells a combination of widely recognized name brands, electronics, Agricultural tools and supplies, instruments, books and stationery, patio furniture as well as clothing lines and sports materials from recognized fashion designers. We closely follow generational trends as well as our own customers’ purchasing preferences to tailor our inventory to meet the needs of our clientele. We also drop-ship unavailable goods from oversees based on customer’s order in order to meet the demands of our clients.

Our pricing structure remains flexible, as we implement suggested retail pricing on common brands as well as the standard practice of keystoning prices. Additionally, we use a value-based pricing structure, which measures the value of our products to our customers such as easy access, quality, customer service and styles flattering to our target consumer. We also implement end of season sales, holiday and overstock sales, multi-buy savings and promotional coupons at strategic intervals.

1.1 Fashion Wears

Women’s Fashion Wear

Men’s Fashion Wear

·         Dresses

·         Suits and blazers

·         Tops and tees

·         Coats jackets and Vests

·         Jump Suits, Rompers and Overalls

·         Skirts

·         Lingerie, Sleep and Lounge

·         Jeans

·         Shorts

·         Jewelry

·         Sandals

·         Flats

·         Handbags and Wallets

·         Shoes

·         Babies’ wears

·         Shirts

·         T-shirts and Tanks

·         Suits

·         Sports Coats

·         Ties

·         Pants

·         Shorts

·         Jeans

·         Underwear

·         Watches

·         Fashion Sneakers

·         Loafers and Slip-ons

·         Belts

·         Sun glasses and Eye wear accessories

·         Shoes

·         Bagging Materials

·         Beddings


·         Maternity Wear

·         Ankara shirts

·         Kitenge dresses

·         Ankara tops

·         Wedding gowns and accessories

·         Generic treadle sewing machine

1.2 Sports and fitness

  • Exercise and fitness
  • Sports accessories
  • Sports Clothing
  • Team Sportswear and materials

1.3 Phones and tablets

Mobile Phones

  • Smart mobile phones from companies and other authorized sellers globally.
  • Generic Feature Phones


  • Portable power banks
  • Smart Watches
  • Cases and Sleeves
  • Screen Protectors
  • Bluetooth accessories
  • Headsets
  • Headphones
  • Batteries and Packs


  • iPad
  • Other Tablets
  • Accessories, Bags and Covers

1.4 Computing


  • MacBook
  • Netbooks
  • Ultrabook
  • 2 in 1 Laptops
  • Laptop Accessories

Computer Data Storage

·         External hard drives

·         USB flash drives

Computer and Accessories

  • Desktops
  • Monitors
  • Scanners
  • Printers
  • Keyboards, Mice & Accessories
  • Computer cables & adapters
  • Printer ink and toner
  • Networking products

Computer Components

  • Internal hard drive
  • Graphic cards
  • Fans and cooling

1.5 Electronics


  • Smart TVs
  • LED and LCD TVs
  • Data Projection

Home Audio

  • Speakers
  • Home theatre systems
  • Bluetooth Speakers
  • Sound bars
  • Compact radios and stereos
  • Hi-Fi systems


  • Compact cameras
  • Digital SLR cameras
  • Security & Surveillance cameras

Accessories and Supplies

  • Accessories and Video supplies
  • Batteries
  • Batteries chargers and accessories
  • Cables
  • Camera & Photo accessories
  • Camera accessories
  • Home audio accessories
  • Power protection
  • Television accessories

1.6 Outdoor and recreation

  • Camping and Hiking
  • Cycling
  • Accessories

1.7 Stay Safe

  • Safety Wear
  • Have fun
  • Stay fit
  • Stay safe
  • Stay connected
  • Super markets
  • Stay healthy

1.8 Musical Instrument

  • Brass bands
  • Acoustic boxes
  • Guitars
  • Pianos & Xylophones
  • Microphones

1.9 Gaming

  • PlayStation 3
  • PlayStation 4
  • PlayStation 5
  • PlayStation Vita
  • Nap Playing Cards
  • Dominoes
  • Chess and Drafts

1.10 Books, Movies & Music

  • Education & Learning Stationary
  • Biology & Autobiography
  • Literature
  • Children and Teens
  • Study aids
  • Christian books

1.11 Agriculture Supplies, Gardening & Lawn care

  • Garden Hand tools
  • Agriculture Products, raw materials and seeds (Crop and Animal Products)
  • Watering equipment
  • Pest control equipment
  • Soil Manure

1.12 Grilling and Outdoor Cooking

  • Grills
  • Outdoor Cooking tools and accessories

1.13 Outdoor Decor

  • Lighting

1.14 Patio Furniture and accessories

  • Office furniture
  • Stands and Accessories
  • Patio seating
  • Tables

1.15 Construction Materials

  • Timbers
  • Iron sheets and nails
  • Construction tools and machinery
  • Bricks

1.16 Motors and Accessories

  • Heavy and Light Motor Vehicles
  • Motor Cycles
  • Accessories and Spare parts
  • Fuel, gas and oils

2.0 Service Description

Our commercial expedited and routine services leverage true business asset with end-to-end intelligent solutions, hybrid and cloud services and technologies across South Sudan. We are holistically committed to providing and delivering the following range of services off and online, to our esteemed clients at the comfort of their rests. 

2.1 Branding

Our highly skilled design team will take your brief, create an idea and develop that into your corporate identity, brochure, mailing campaign or whatever. We have the most advanced Computer technology running all the usual graphics software packages including Adobe Photoshop, Adobe Illustrator, Inkscape, CorelDRAW, Freehand, Adobe InDesign, and many more. We can accept and read most data formats such as pdf, J-Peg, Tiffs, EPS, PNG, SVG etc.

2.2 Printing

We print the design. Whether it’s Business cards, Invitations, Folded leaflets, Flyers, Stationary, Newsletters, Brochures Catalogues and Reports, Advertisements, POS, Mail-out Campaigns (both large and small), Labels, Badges & Stickers, Posters, Signs, PVC Banners, Pull up Banners, Pop Up banners and on clothes like Logos, Names and numbers on Sportswear, branding school uniform and other materials like cups, plates, vehicles. We can also design and install signage.

2.3 Software Installation

We can installation and provide you with amazing software such as:

  • Security and Protection software like Kaspersky Anti-Virus, McAfee Anti-virus, SMARDAV, Avast Anti-virus and many more.
  • Microsoft Office such as MS Office 2010, 2013, 2016 and 2019 and MS Office Professional Plus 365. We also have Windows 8 and 10(+)
  • Vector/Photography Software such as Adobe Creative Cloud/Suite Collections applications like Adobe Photoshop, Illustrator, Light Room, InDesign, XP, PDF Creator, CorelDRAW Graphic Suites, Inkscape Vector Graphic Editor, GIMP Photo editor and many more.
  • Data Collection Software such as STATA, EPI Data, SPSS, ONA, ODK and many more.
  • Social Media and other internet Software such as Skype, Facebook, Twitter, LinkedIn, WhatsApp for Mobile and WEB, Zoom, G Suite, Mozilla Fire Fox, Brave, OperaMini. We can also open accounts and mails for you.
  • Film/audio editing software such as Adobe Premiere, Adobe audition, Audacity.

2.4 Photography, Filming and Audio Production

We have amazing software which can create/enhance your photographs, films and audios. We can manipulate, transform and apply amazing filters to photos for amazing shows.

2.5 WEB/Software/Mobile & Computer Application Design and Hosting

We are Creative Digital Designers. We design and build beautiful functional websites and mobile apps which reflect your branding & clearly convey your message.

Whether it’s a small business website, a community project, an ecommerce site, a corporate chain of websites, a mobile application, or software graphics, we are the perfect solution!

We handle domain purchase, maintenance, web hosting, email account setup and all of that stuff so you don’t have to. Your hosting package gives you 10 free Mailboxes to use.

We can host your website, maintain it, optimize it for search results (SEO) & perform critical updates and backups.

We are now offering our clients web hosting. In a nutshell you get continually backed up website hosting.

Maintenance & security updates

Website maintenance & security updates are performed periodically and a designated representative will be available with whom you can speak to, rather than a delayed email only service as with some providers.

2.6 Computer training

We don’t just give strange software; we also teach you how to use them. Our training tutorials can also be accessed through our Youtube Channel SMILE South Sudan Facebook page SMILE South Sudan and directly on our website www.smilesouthsudan.com

2.7 Advertisement

We have a marketing communication strategy that can promote your product, brand, or service to a viewership in order to attract interest, engagement and sales.

We have several different approaches to this strategy, these includes newspaper, magazine, radio, Televising, Directories, Outdoor and transit, direct mailing, catalogues and leaflets, and online advertising.

3.2.8 Procurement and Supply Chain management

  • Clearance and shipping
  • Road, air and water transportation
  • Distribution management
  • Warehousing Solutions
  • General logistics

3.0 Management Summary

SMILE National Company Limited is a partnership, general Corporation formally organized in Kuajok, Warrap State. Arou Clement Mawien and Mabior Mawien Arou are the company’s principal owners and holds equal share of ownership.

SMILE National Co. LTD is a small business entity and therefore requires simple organizational structure.

Arou Clement Mawien will act as Company director on behalf of directorate, directing all the decisions, administrative functions, purchasing, inventory control and promotions in accordance with company’s objectives.

Employees’ tasks will be delegated based on their level of expertise, creativity, strengths and weaknesses. There will be additional part-time employees who will be paid based on certain terms and conditions.

Sales & Marketing, Administration & Finance and Operations & ICT Assistants assist General Manager with securing sales, assisting customers and general maintenance of stock on the floor

3.1 Board of Directors

Arou Clement Mawien

Founder & Managing Director

SMILE National Company Limited

Mabior Mawien Arou

Chief Executive Officer

SMILE National Company Limited

3.2 Management team.

Arou Clement Mawien || General Manager||

SMILE National Company Limited



General Manager​

Company executive who has the overall responsibility for managing and executing business strategies including revenue and cost elements of company’s income.


Administration, Human Resource & Finance Associate

Exercises administrative control over many aspects of financial operations of a business including budgeting, payroll/human resources and business planning.


Branch manager, Wau Branch

Company executive who oversees and manages business operations of Smile National Company or its Trademark at Wau branch in Bahr el Gazal.


Transportation and Logistics Coordinator

Logistics, courier or freight forwarding of business merchandise to different branches, picking points or to door in order to meet and exceed customer expectations


Sales & Marketing Associate

Researching, developing marketing plans, promoting company’s brands and developing and sustaining long-lasting relationships with clients and customers


Bigger population and many organizations, both governmental and non-governmental, are concentrated heavily in the major urban cities therefore leading to the highest concentration of our customer base. Juba city, Wau, Tonj and Kuajok towns accommodates a robust retail market. While most dealerships, grocers and home improvement retailers account for a sizable portion of the retail market.

The primary target customers of SMILE National Co. LTD will be the modern youths of median age in South Sudan Area.  As we are situated in the epi-center of their residential communities, we believe they will make up the largest percentage of our customer base.

The secondary and other target customer base of SMILE National Co. LTD will be Governmental, Non-governmental, other equestrian organizations, private sectors, educational sector, Games and Sports sector, community and others since they have statistically shown to be loyal to the major modern brands. As popularity about the retail establishment increases, we expect to see an assortment and patronage of curiosity seekers, and local residents from the community as well as seasonal purchasers during rodeo season. Our ambience and impeccable customer service will make them repeat customers.

Our bases and service centers will be located in all the states of South Sudan to equitably reach out to our target clients all over the Country.


Target Clients



SMILE National Co. LTD is working with international experts to develop a typical online store that enables the customer to browse the firm’s range of products and services, view photos of the products, along with information about the product specifications, features and prices.

SMILE Online shopping Environment is a form of electronic commerce integrated with accounting and inventory management software, which will allow consumers to directly buy goods or services from us over the Internet using a web browser. Consumers will find a product of interest by visiting http://www.smilesouthsudan.com/ directly.

As of 2021, customers can shop online using a range of different computers and devices, including desktop computers, laptops, tablet computers, smartphones, and smart speakers.

Customers can purchase goods or services from online store and pay using M-Gurush Pay, Nile Pay, Bank deposit, Master card, local money transfer or cash on delivery. All these purchases can be picked up at the picking stations which will be identified during the course of establishment or delivered to the door step at extra fees.

As we achieve and exceed our sales and profitability goals, SMILE National Co. LTD will add automobiles and car dealerships to the product line and our own personal in-house label of clothing that will include SMILE National Co. LTD T-shirts for women and shirts for men. We will expand our line of brands with those that have been repeatedly requested by our customers.

An e-commerce website has also been created to increase our distribution channels, spread awareness and expand our customer base to a national level.

Social media accounts have been created on Facebook, Youtube, Twitter, Instagram, LinkedIn and WhatsApp. This will be used more often to create awareness across South Sudan. We are also developing a mobile app for SMILE online store which will be accessed on Google play store or Apple App store.