Paul McCaffrey, Consumer Director
A few years ago I had never heard of new kid on the block Tiger, but today this Nordic retailer seems to be taking over the High Street. A cross between Ikea and the Poundshop, you can find everything from stationery to home goods and lots more in between.
When I first came across a store in Dublin, I wasn’t quite sure what it was or whether it would have any success on the UK High Street. It seemed to be a little bit of everything and also lots of nothing, yet time has proven that the brand has got its claws into the UK, and indeed the world.
The secret seems to be selling uniquely Tiger products at a price point that encourages spontaneous purchases. Tiger products are prices between £1 and £3, with 80% of the stores’ products selling for under £5. It’s the kind of retail environment you can go into with little purpose and still come out with something.
The store breaks itself into distinct areas: Kids, Essentials, Home and Office. All with firm identities, yet all uniquely ownable by the brand. You really know when you are in one of its stores.
The brand started as a market store in Copenhagen but swiftly moved to the UK in 2005 when it opened its first store in Basingstoke. The brand seems to have spent a few years perfecting its aesthetic to ensure that the brand captivates a cynical UK consumer – and it appears to have worked. Now Tiger has 41 stores in the UK and 413 globally across 25 countries.
I regularly pop into the brand’s Spitalfields store to see what the latest gizmos and gadgets on offer are and the word is spreading. I’m finding more of my friends talking about Tiger, whether it’s a great place to ‘find kids gifts’ or to ‘buy cool stationery’ for the office.
The question now is, where will the brand go next? With very little comms or product featured in the home and lifestyle media, and a relatively small social media footprint, how will Tiger continue its awareness and growth? The brand needs to demystify whether it’s a gadget shop, teen pocket money emporium or home store. Indeed it can be all of the above but with little dialogue with its potential target audiences, its time that Tiger started to roar about the great things it has in-store.
See what people are saying about this retailer on Twitter: