Designing a Richer Life
In essence a simple concept, Flying Tiger Copenhagen in reality offers far richer products. Through its Scandinavian design that focuses on quirky products that are produced with environmental respect and presented at an affordable price, everything is about putting a smile on people’s faces. In this interview, we meet with Group CEO Martin Jermiin to discuss the brand’s global expansion and its ever-evolving range of unique merchandise.
Originating in Denmark, Flying Tiger Copenhagen doesn’t design products to make them look nice; they design them to make people feel good. Operating at a price point that can incorporate people across wide-ranging demographics is at the heart of the business, with the remainder of the company built out around this core philosophy.
Today they operate around 1,050 stores across 41 countries that span Europe, the Middle East, South East Asia and Australia. Next year they will be making their debut in the Americas as well so it has fast become a global business. Recent expansion has taken place in Malaysia, Singapore and Thailand, with a Flying Tiger Copenhagen store launching in all three locations between July and September, highlighting the exciting growth journey they are currently on.
“Back in July we launched the concept in Singapore with a fantastic partner and it has been a hit with customers since day one, as many people are now recognising our name from their own international travel,” explains Martin Jermiin, Group CEO of Flying Tiger Copenhagen. “Strong, strategic partnerships are key to our continued growth and franchising is becoming an increasingly important part of our business model. By nurturing these collaborations, we ensure that Flying Tiger Copenhagen is ready to succeed and adapt across diverse markets. Our recent expansion in the Middle East and Asia marks a milestone in what has been an incredible era of international growth.”
With such aggressive growth across multiple territories and countries, many companies would have to alter their product range, their overall strategy and marketing tactics; this is not the case for Flying Tiger Copenhagen. Despite them offering quirky and unusual products, it is exactly this mix that draws people to the brand and the popular maze-like layout of their stores.
It is that offering that makes the brand what it is and they stay true to it. Jermiin highlights that while there may be the slightest alterations in assortment by region, in the grand scheme of things they transport the brand around the world as it was intended. It is this appeal of the Scandinavian design and the array of products that has driven the company forward in recent years.
Utilising the power social media offers in today’s retail world, the company is involved across social media platforms because that is where customers are, but for them their content is based more around building engagement with their customers and being present where customers spend their time. As for AI, Jermiin believes that this is currently a continuation of the evolution in the online world, rather than a complete revolution.
As we move onto the subject of sustainability, this is an area that is absolutely central to Flying Tiger Copenhagen and what they stand for. “Sustainability is not a choice – it is a necessity. That’s why we have worked hard to be at the forefront of our industry, continually raising our standards end-to-end. While customers may not choose us solely for our sustainability efforts, these commitments are essential to securing a long-term, responsible and viable business. It also means customers can shop with us knowing they are buying products that are being manufactured with high standards and environmental considerations in mind,” comments the CEO.
With such a wide-ranging portfolio, Jermiin believes this is the company’s best marketing engine. They place their stores in high footfall locations and they maintain loyalty and stay relevant by ensuring that every second week they rotate the window products to keep the brand fresh in people’s minds with new and unique offerings.
“We constantly rotate to have that newness across our store fleet and this is what promotes us and prompts customers to stop every time they pass one of our stores, to see what is new at Flying Tiger Copenhagen. This is how we have created such an engaged customer base and it is how we will maintain and expand it.”
As they continue to expand their portfolio, managing this expansion whilst keeping its core philosophy healthy is Jermiin’s biggest challenge and one that he is relishing in the months and years ahead.
