Tiger undergoes rebrand as it drives international expansion

The value retailer, which ranked as one of Retail Week’s fastest-growing retailers this year and plans to more than triple its international store estate by 2020 from 411 to 1,500 branches worldwide, will open new stores under the name.

A statement from the Danish retailer said it will switch all existing stores to the new fascia over “the next few years” as part of its plan to consolidate its brand image across its international estate. Its Danish and US stores operate already under the Flying Tiger Copenhagen branding.

‘Wiggly eyes’

Global brand director Tina Schwarz said: “We believe that our new name better illustrates our wish to inspire people and try new things and to give our customers a fun shopping experience.”

“With the hand-cut letters, playful design and the wiggly eyes, the new logo more clearly expresses who we are.”

The retailer’s parent company, Zebra, reported a 68% jump in full-year profits last month as its biggest UK region, London and the Southeast, generated profits of £4.8m last year as sales soared 45% to £30.7m.

Managing director Mike Davis added that there would be “no change” to the retailer’s existing proposition and that the international rebrand was intended “to better express” its identity.

The retailer’s first Flying Tiger Copenhagen-branded UK store will open today at its Scotland flagship in Buchanan Galleries shopping centre.

This new outlet is one of 16 new stores that Flying Tiger Copenhagen plans to open with its new fascia in the UK by the end of this year, bringing the total number of stores to 90.

The Danish retailer, which has stores in 26 countries, opened its first store in the London Underground in April.