Tiger of Sweden has implemented its global concept store design at its Hyde Park Corner store. According to store opening manager Madeleine Ström, all the updated international interior concept furniture and fittings were manufactured in Sweden, then shipped out and installed by Swedish shop-fitters. Ström described how the visual merchandising supports the inspiration behind the brand. Export manager Jonas Windahl explained that Tiger of Sweden is influenced by rock ’n roll music, and their men’s suits are clean, lean, fitted garments with a slim silhouette; the Tiger customer doesn’t want to wear his dad’s suits.

Tiger of Sweden menswear in turn influences the women’s line, with feminine fabrics in tuxedos and suits featuring contemporary styling to give the customer the complete look. The core collection is supplemented by high-fashion pieces, bringing affordable luxury to the customer. The offering includes menswear, womenswear, jeans, accessories such as shoes, bags and jewellery, as well as underwear and socks. Tiger of Sweden won the 2015 WGSN Global Fashion Award for menswear. 

Hyde Park Corner
011 268 0381.

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