Tiger of Sweden has appointed Linda Dauriz as its chief executive officer, effective Dec. 1.
Dauriz used to be a partner at McKinsey & Co., acting as an adviser to luxury, fashion and apparel companies. Most recently she held the position of director of customer experience and corporate development at Hugo Boss, where she oversaw global strategy, customer data and digital marketing.
As part of her new role, she will work toward strengthening the brand’s identity and “relevance” across key markets and digitizing its operation models.
“I do see 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 casualization 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,” said Dauriz.
Peter Thorsen, the chairman of the brand’s board, said he was drawn to the broad spectrum of Dauriz’s experience. “I am convinced that the depth and internationality of Linda’s experience, combined with her consumer-first mind-set, passion for the brand, digital background and clarity in execution, will be strong assets to our team in shaping Tiger of Sweden’s future.”
Last year, the brand also appointed Christoffer Lundman, a former Burberry designer, as its creative director.