LONDON — Tiger of Sweden, the men’s and women’s label known both for its tailoring and denim collections, has partnered with agencies in Paris and New York in order to launch its collections in France and the U.S.
In New York, the brand has partnered with Empire and Branch, a firm that describes itself as a “brand-building collective,” and counts former executives of G-Star, Diesel and Donna Karan among its partners. Meanwhile, in Paris, the label has teamed with The Hanger, which partners with labels to develop sales and brand development strategies. In France, Tiger of Sweden said that it’s already confirmed that it will launch in at least five Galeries Lafayette locations for fall 2014.
The move to expand into France and the U.S. follows the opening of two stand-alone Tiger of Sweden stores in London last year, and stores in cities including Cape Town, South Africa; Toronto, Canada, and Aalborg, Denmark. In London, the brand chose Piccadilly as the location for its flagship, opening a two-level, 3,200-square-foot store in the St. James’ Gateway development in October 2013. Meanwhile, a second London location opened in Canary Wharf in November 2013.
On the appointment of the New York and Paris agencies, Thunmaker commented: “Having now established Tiger in London, our plan is to do the same in two of the other fashion capitals of the world — New York and Paris. We plan to grow quickly over the next [two to three] years, through a mixture of wholesale and the opening of stand-alone stores.”