Danish retailer Tiger became the first variety retailer to open on shopping mecca Oxford Street in London on August 22.

Tiger UK boss for the Southeast Philip Bier on the opening

The 3,200 sq ft store opens a week after Tiger, which operates around 30 stores, unveiled its Westfield Stratford City shop.

Tiger UK managing director Philip Bier said: “We are the first [variety] value retailer to take the gamble of an Oxford Street rent. But we are going in there because we are going to make a profit.”

Bier added that the high-profile location will increase brand awareness among UK and international tourists. He said that Tiger would bring a different proposition to the shopping destination, that caters for fashion and footwear predominantly.

It is yet another central London store for the retailer, which last year opened its first one in the area on Tottenham Court Road.