Tiger is one of the fastest-evolving retail chains in Europe. What started with a single shop in Copenhagen in 1995 now comprises more than 540 stores in 27 European countries, Japan and the USA. Offering an unusual, colourful assortment of Scandinavian-style products at amazingly competitive prices, the successful Danish design store brand is owned by Zebra A/S. Brand Director Tina Schwarz talked to EUROPEAN business about Tiger’s continued international expansion, the company’s design-led, mission-driven strategy and its ability to connect with people’s lives.
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