PARIS — Tiger of Sweden is ready to roar, making its debut on a London runway on Tuesday and pushing into new international markets, including France and the U.S., this year.
This story first appeared in the June 16, 2014 issue of WWD. Subscribe Today.
Founded in a remote town in western Sweden in 1903 and now headquartered in Stockholm, the men’s wear-driven firm has doubled in size over the past five years by ramping up exports and exploiting a niche for trendy, non-corporate tailoring, said David Thunmarker, Tiger’s chief executive officer.
Its fall-winter collections are slated for delivery to seven doors of Galeries Lafayette, four doors of Saks Fifth Avenue, three doors of Nordstrom, plus about 20 U.S. specialty stores.
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Thunmarker said exports now represent 65 percent of the firm’s sales, with Germany and the U.K. among chief European markets outside of Scandinavia. Tiger of Sweden is also present in South Africa and Canada.
He credited focused collections, top Italian fabrics and sharp pricing for the brand’s rapid growth, with suits retailing for roughly 450 to 900 euros, or $625 to $1,245 at current exchange.
Men’s wear represents about 60 percent of the business, Thunmarker noted.
The brand currently counts 45 freestanding stores, 23 of which are directly owned.
Revenues in its fiscal 2012-13 rose 22 percent to 103 million euros, or $133.3 million at average exchange.
Tiger has been owned since 2003 by IC Cos., one of Scandinavia’s largest apparel groups and the parent of By Malene Birger, Peak Performance, Designers Remix, InWear, Matinique, Part Two, Saint Tropez and Soaked in Luxury brands.
Tiger of Sweden and By Malene Birger are considered its premium contemporary brands.