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08 december 2016

Tiger of Sweden opens second store in Berlin

Following on from the successful opening of the first Tiger of Sweden store in Berlin-Mitte this spring, the second store of the Swedish premium label is being launched on 8th December 2016 – this time in West Berlin.
Tigerofsweden.com

With this new store in Berlin-Charlottenburg, Tiger of Sweden is stepping up its branding and internationalisation plans. The range on offer in the large store, which covers an area of 140 m² and is located at Kurfürstendamm 29, is perfectly suited to the modern, urban man. In addition to the current autumn/winter 2016 men’s collection with a focus on contemporary formalwear, it will also stock the brand’s denim line, Tiger of Sweden/Jeans. The styles not only exude modern Scandinavian design and high quality, but also combine the two with an urban attitude.

The Swedish premium label has attracted a lot of attention and positive feedback over the past five seasons for its contemporary menswear collections presented at the fashion event London Collections: Men. Germany is currently one of Tiger of Sweden’s most significant markets with the fastest growth rate.

“We see a lot of potential In Germany, but especially in West Berlin, and it’s a great opportunity to take our brand profile to the next level. After Berlin-Mitte, we’re looking forward to joining the fray on the popular Ku’damm,” says marketing director Per Håkans. In addition to the Berlin-Mitte store, Tiger of Sweden has been running their flagship store for men, women and jeans in Düsseldorf since 2008.

The new store was designed in accordance with four conceptual themes, reflecting Tiger of Sweden’s fundamental values: individuality, Scandinavian tailoring, highquality fashion and urban life. The result is an architecturally clean-cut store with a minimal layout and custom-made furniture.

The updated design concept by Swedish architectural firm Boys Don’t Cry impresses with grey marble, brushed aluminium and high-quality wool carpets. Sophisticated materials and textures reflect Tiger of Sweden’s ambition to provide ‘A Different Cut’, which is also expressed in the architecture.

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