Tiger Owner to Open New Chain of Kids and Toy Stores in the UK

• Danish budget stores expanding into the kids market
• Will be opening French brand ‘ID Kids’ in the UK
• Bargain prices to rival UK toy stores

The founder of Tiger, a Danish budget company, is launching a new chain of kids and toys stores in the UK.

Philip Bier, who brought the popular store Tiger to the UK, will open the first ID Kids store in London in May, which will sell toys and kids clothes at a discount, similar to Tiger.

The move has come at a difficult time for UK retailers, and stores with a similar demographic- Mothercare and Toys R Us- have not lasted.

However, it is believed that this is due to their higher pricing and large warehouse style stores, whereas ID Kids will be more of a budget range.

Although no prices for the UK have been confirmed yet, it is expected they will be similar to Tiger, and the current pricing on the ID website.

The brand frequently has sales and discounts on its website, for example, it currently has a half price sale on all clothing.

Toy prices are also lower than UK equivalents

Bier said, “If people say I’m mad, I have some sympathy for that statement.

“But if you take Toys R Us, they stood still and relied on doing the same thing for 25 years with no material change in their model.

“They just expected customers to turn up with a basket and fill it- that doesn’t happen anymore.”

The first ID Kids will be opening in Wandsworth in May, and will bring the French brand’s bargain prices to the UK, in a similar format to Tiger.

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