The ways of shopping have deeply changed in the last decade. In particular, the economic crisis has consolidated the growth of the Discount Supermarkets, but it has also left a space for some other kinds of low-cost and posh shops, like the case of Tiger.

Tiger is a variety shop originally born in Denmark. The first store opened in Copenhagen in 1995 and today the chain has 314 stores in Europe and not only (there are also 18 shops in Japan).



What is the origin of this success?

The answer is in the kinds of products sold. Tiger sells quality and fancy products at a quite low price: toys, notebooks, pens, different items for hygiene, stuff for kitchen and many other things.

With the crisis, many people cannot spend  a lot of money. The double idea of Tiger is to sell different item with a low price but that also look nice and appealing. 

It is interesting to point out that, from one side, consumers are always more oriented towards the quality and the good look of the product even if they cannot spend a lot of money. From the other, there is always the way to create a smart and creative business. Even in a such a difficult period like the one we are living in.