Tiger isn’t your average discount store. For a start there are no multipacks of beans or dusty Christmas decorations – and that’s why shoppers just like you are flocking to the Danish ‘pound shop’ that’s taking over the British high street.
A cross between Ikea, Woolworths and Lakeland, Tiger sells ‘stylish own-branded products in a fun environment at astonishingly low prices’.
Think brightly coloured candles and napkins, printed notebooks, art supplies and quirkily designed cake stands alongside households essentials such as batteries, laptop bags and birthday candles. They even sell make-up, and prices start from around £1 – with most products under £5.
There are currently thirty-three stores in the UK, mainly in affluent southern areas such as Richmond, Brighton and Cambridge, and a website without a webshop. But, owner Philip Bier (pictured) hopes that will change soon. ‘We like to think that one day a customer will never be more than 40 minutes away from a Tiger store’, he said in a recent interview.
He brought the winning formula to the UK from Denmark in 2005. Since then, he’s taken on a team of 10 designers who come up with 300 different product designs every month. And, with takings exceeding £20m last year, it seems they know exactly what will get us spending.