Tiger of Sweden new CEO Dauriz joins from Hugo Boss

By

Sandra Halliday

Published
Nov 11, 2019

Tiger of Sweden has had its challenges in recent periods but it’s looking forward to a brighter future and on Monday, the Swedish company named Linda Dauriz as its new CEO, effective from the beginning of next month.

The company said Dauriz will “lead the continuous work towards increasing the brand's relevance to consumers across Europe and selected additional key markets, strengthening its wardrobe offering and driving the digitisation of the company's operating model”.

She’s taking over from interim CEO Moa Strand who remains with the company as CMO. In February, she had replaced CEO Hans-Christian Meyer, following his sudden resignation.

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Tiger, and IC Group portfolio-mate By Malene Birger, were taken private by their majority owner this year and the focus remains to drive meaningful growth at the brands. 

The new top executive joins from Hugo Boss, which clearly gives her very relevant experience with the kind of consumer who buys into the Tiger brand. In her previous role, she was Director of Customer Experience & Corporate Development, responsible for the global strategy of the company, CRM, Customer Data & Analytics, Digital Marketing and Customer Experience across all channels.

But she has a much more diverse CV and before this, she was a partner at McKinsey & Company for several years, advising apparel, fashion and luxury companies both in Europe and globally.

Dauriz said she sees “huge potential for the brand, embodying confidence, courage and creativity with its Swedish design heritage. Already today lots of consumers choose Tiger for the defining moments in their personal and professional life, and I am convinced we can touch many more. We will continue to drive the smart casualisation of formalwear to dress consumers in style across multiple occasions. Becoming more relevant for our consumers online, in our own stores, as well as in close collaboration with our trusted distribution partners, is a key priority for me.”

Chairman Peter Thorsen said he thinks “the depth and internationality of Linda's experience, combined with her consumer-first mindset, passion for the brand, digital background and clarity in execution, will be strong assets to our team in shaping Tiger of Sweden's future.”