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Interview with Madeleine Ström on Tiger of Sweden

BestPopUpStores : Can you present us your company ?

Madeleine Ström :  Founded in the small town of Uddevalla in 1903 as a men’s tailoring brand, Tiger of Sweden has grown over the past century and now boasts stores across three continents, creating men’s and women’s ready-to-wear and accessories. Always focusing on their brand philosophy, ‘A Different Cut’, Tiger’s approach has seen them take the suit out of the bank and onto the streets. 24/7 fashion for 24/7 people.


BestPopUpStores : What are the reasons behind launching this pop-up store? What is the role of the pop-up store within the marketing strategy of the company? Which goals are you trying to achieve?

MS : France is new to Tiger of Sweden and coming in as a new brand in a highly competitive market makes it even more exciting. The pop-up store is a preview of what is to come at our permanent shop-in-shop at Galeries Lafayette, Haussmann. This will launch during Fall 2015.


BestPopUpStores : How was the conception and the realization of the pop-up store carried out?  Were you helped in this process or was everything done internally? How did you decide on the duration and localization of the pop-up store?

MS : We wanted to create a genuine Tiger environment to fully present the collection in it’s true habitat.

We created this pop up internally, Madeleine Ström (Store opening Manager) together with Tigers marketing department.

Through an open dialogue with Haussmann, this area was proposed to us and we feel it is a great fit for Tiger. We will have the pop-up until end of the season.


BestPopUpStores : According to you, what are the advantages and disadvantages of a pop-up store? Are you satisfied with the results achieved (or being achieved) and which conclusions do you draw of this initiative?

MS : Sales have started strongly and the feedback from our customers has been very positive. We feel that Paris needs Tiger of Sweden suits with a different cut! The pop-up at Haussmann enables us to offer products to our customers sooner. Strategically, we started in a similar way in Selfridges in London, 5 years ago.



Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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