Tiger of Sweden chooses Berlin for first men's-only flagship store

By

Cajsa Lykke Carlson

Published
Apr 6, 2016

Swedish fashion brand Tiger of Sweden, which is part of the IC Group, has opened its inaugural men's-only flagship store.

The new store is located in Berlin's Mitte area, on Neue Schönhauser Strasse 9, and measures 120 sqm. The opening is part of Tiger of Sweden's international expansion, which has been a focus for the brand during the past four seasons. Tiger of Sweden has showed its menswear at London Collections: Men, which led to record sales and is the reason that the company now chooses to expand in the important German market.

The new Berlin store will sell Tiger of Sweden's tailored men's collection for spring/summer 2016, as well as Tiger Jeans. It was designed by Swedish architect firm Boys Don't Cry, which also made Tiger's recently opened Stockholm flagship store. The interior was designed to reflect Tiger's core values: individuality, Scandinavian tailoring, quality fashion and urban living.

"I'm thrilled to be opening our first Berlin store. Germany is our fastest-growing market at the moment and is therefore very important to us. To have our own flagship store is the first step towards increasing brand recognition and supporting both retail and online-sales," says CEO David Thunmarker.

This is Tiger of Sweden's second German store - the brand also has a Düsseldorf flagship store, which opened in 2008 and sells both men's and womenswear.