The Swedish fashion brand TigerofSweden has been committed to promoting the unique style of Everbright's brand and accelerating the expansion of international business since the inception of Burberry's original design director Christoffer Lundman in June last year.
In 1903, TigerofSweden was founded by tailors Markus Schwartzman and Hjalmar Nordström in the Swedish town of Uddevalla. TigerofSweden was originally a classic menswear brand, and in the 1990s it began to develop clothing for young men and women and urban fashion crowds.
TigerofSweden's products have a strong traditional Scandinavian style, with a minimalist shape and high quality, reflected in the details of tailoring, proportions and fabrics.
TigerofSweden has three main line series: men's, women's and denim. Among them, women's clothing is only launched for the Swedish domestic market, accounting for nearly 30% of total sales. Its products include accessories such as shoes, handbags and glasses in addition to clothing.
TigerofSweden is sold in more than 20 countries around the world, including many countries in Europe, Canada and South Africa. Its German regional business has recently experienced strong growth, with the UK and France down. In Canada, TigerofSweden has 20 directly operated stores, 45 retail outlets and nearly 2,000 multi-brand distribution points. TigerofSweden plans to accelerate the expansion of the country's business.
In the 2015/16 fiscal year, TigerofSweden's sales exceeded €131 million.
In 2003, TigerofSweden was acquired by the Danish fashion group ICGroup. The latter's three core brands include: PeakPerformance, TigerofSweden and ByMaleneBirger. In October last year, ICGroup said it plans to sell its outdoor apparel brand PeakPerformance. (See "Glory" report: Danish fashion group ICGroup wants to sell its outdoor apparel brand PeakPerformance)
Swedish designer returns to Sweden
Swedish genius designer Christoffer Lundman officially served as Director of Creative and Design at TigerofSweden on June 1st, responsible for the design of men's, women's and jeans collections. He has worked as a designer at AcneStudios and TomFord. Before joining TigerofSweden, he was the design director of Burberry.
Christoffer Lundman grew up in northern Sweden. After working and living in London for 20 years, I returned to my home country. Christoffer Lundman's first TigerofSweden 2018-2019 men's collection for fall/winter has been unveiled at the PittiUomo men's wear show in Florence before being exhibited in Paris. He gave the TigerofSweden brand a new creative direction, with a more subtle and more eclectic style.
Christoffer Lundman himself explained: "This style is modern, timeless, with a formal look, but with an informal attitude."
In this collection, Christoffer Lundman uses silk, denim, jersey, Italian flannel, cashmere, wool and alpaca. The fabrics are mainly from Italy, the garments are mainly produced in Europe (Italy and Turkey), and a small part is produced in Hong Kong, China.
In the same period that ChristofferLundman joined the brand, in June last year, Danish-based executive Hans-ChristianMeyer began to serve as the general manager of the brand, which marked the new strategic deployment of TigerofSweden. TigerofSweden will continue to position itself as a luxury brand and further develop its style.
Christoffer Lundman recently said that he decided to cancel TigerofSweden's catwalk in London. He explained: “For me, telling a brand story is more important than holding an eight-minute catwalk. We want to talk about all our sources of inspiration, especially Swedish history, for example Through movies, music and architecture."
Editor in charge: Gao Wei
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