Flying Tiger Copenhagen opens new store in Mall of the Emirates


November 30, 2022 | By Rupkatha B

In partnership with AZADEA Group Flying Tiger Copenhagen has opened a new store in Mall of the Emirates. The Danish brand’s efforts to provide quality and innovative products while keeping affordability and sustainability at its core are brought to fruition by AZADEA Group. The new store which comes after the first one at Dubai Hills Mall aims to strategically enhance the brand’s presence in the UAE in line with their expansion roadmap for the GCC.

Flying Tiger Copenhagen’s roots trace back to a small store that opened in Denmark in 1995. Now, more than 30 years and 880 stores later, they’ve established their presence as a successful Danish variety retail concept across 31 countries including all franchise markets.

Commenting on the brand’s growth, Martin Jermiin, CEO at Flying Tiger Copenhagen said, “We want to be where our customers are, our success has had an upward trajectory in the Asian markets, and we know there is a proven global potential. We are certain that this will add to the Flying Tiger Copenhagen portfolio, and we are very excited about expanding our presence in this retail hub of the GCC offering unrivalled opportunities in some of the most dynamic markets in the world”.

During an exclusive Q&A with RetailME when asked about business milestones achieved over the past 12 months globally and in the region Jermiin stated, “2022 has so far been a very strong year for the Group, both in Europe, Asia and in our new markets in the Middle East. We are very pleased with the launch of the brand in an important market such as the UAE and Dubai specifically.”

The Flying Tiger Copenhagen’s strategic partnership with AZADEA Group is part of the brand’s vision for its global expansion plan. Flying Tiger Copenhagen’s innovative approach to retail products opens a new, expanding market in the retail sector as part of AZADEA’s ongoing efforts to offer leading lifestyle concepts and products to the Arab region.

“I am delighted to see the very successful journey that Flying Tiger Copenhagen has realised so far with its second store launch at Mall of the Emirates. It is only the beginning of a very fruitful partnership, reinforcing AZADEA’s mission of providing its customers and people with an entertaining and exciting way of life. I am confident that with AZADEA’s commitment and excellence in execution, the new Flying Tiger Copenhagen store will enjoy a prominent placement in the brand’s global footprint,” added Marwan Hert, President of the Lifestyle Division at AZADEA Group.

With 880+ stores in 31 countries Flying Tiger Copenhagen boasts a strong network but what are some challenges related to stock and supply chain plus in maintaining the same brand values across the network?

“It is down to the teams in the stores who live the Flying Tiger Copenhagen DNA and ensure the customers get a unique experience. Supply chain has been very volatile ever since the start of Covid but thanks to a very strong team effort, together with our global partners, we have managed to ensure a relatively stable product floor,” Jermiin responded.

Flying Tiger Copenhagen’s strong efforts in establishing itself as a sustainable, value-propositioned brand comes at an interesting cross-section for the city that’s often known for its ‘more is more’ lifestyle. The brand strongly believes in the circular economy of materials, where nothing goes to waste, and everything is used to feed a new product cycle. As a proud supporter of the United Nations Global Compact Flying Tiger Copenhagen fully commits to conducting its business ethically and responsibly from sourcing to shipping, to stores, to the final product. For them, it’s imperative that their customers know that the products are aligned with ethical, environmental and social standards as well as safe to use.

“We have taken major steps towards delivering on our very ambitious sustainability targets with 100% FSC products and the removal of all plastic in our packaging. We are growing as a brand and have welcomed a lot of new colleagues to the teams from stores to Group HQ in Copenhagen and are especially happy to welcome our new store managers and their teams in the UAE and Dubai,” Jermiin stated.

“They have embraced and lived the Flying Tiger Copenhagen values to the full extent since the opening of the first regional store in Dubai Hills Mall. The year, 2022 has in many ways been a very challenging year driven by external factors such as inflation. But all this, has certainly proven the strength of the FTC concept across the globe to ensure life doesn’t have to cost a fortune while giving people a reason to smile in uncertain times.”

Commenting on the growth strategy for 2023 he shared, “We want to be where the customers are. The opening of the first three markets in Middle East has been a big success and we want to expand further in the region to meet the consumers where they are, both online and offline. On a global scale we want to build our presence further in the Asian region with at least two new markets during 2023.”

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