Variety store Flying Tiger Copenhagen will open its first-ever global concession in Selfridges’ Birmingham store this Friday.

Flying Tiger Copenhagen, formerly known as Tiger, will stock products including homewares, toys, stationery and party accessories in the store-in-store.

The concession will sit on the ground floor of Selfridges’ Birmingham store and Flying Tiger Copenhagen said it will have the same “playful, magical feel that consumers know and love”.

Jon Edwards, director at Tiger Midlands, said: “We are excited to bring our quirky, own-designed products to Selfridges’ customers and we believe it’s a perfect marriage of two brands that strive to be leaders in the retail industry.

“We also want to send a positive message at a time of uncertainty in British business. Our European-based parent company is continuing to invest heavily in the UK, with no signs of stopping.”

Selfridges Birmingham general manager Adam Hockney said: “We know our customers will love the new shopping experience and we look forward to welcoming them here next month.”