As part of her position as CCO at Tiger of Sweden, Christa Overhues announced the re-organization of the distribution structure for the DACH region. This comes as a strategic step to develop the expansion plans of the Swedish contemporary brand.

From July on all sales activities for Germany, Austria and Switzerland will thus be handled in-house. Therefore, Tiger of Sweden will stop the collaboration with its partner Select – the Munich-based agency has been taking care of the distribution in the German-speaking countries for the last six years.


Spring/Summer 2017
© Tiger of Sweden
Spring/Summer 2017

At the same time a new face will be introduced: As of today, Steve Kirchner (formerly of Hugo Boss) will start as new Country Director DACH to make sure the transition phase will run smoothly. Additionally, Munich and Düsseldorf will see the opening of two new showrooms to be located at the key order locations.

“The great positioning of our brand in the DACH region last but not least results from the work of our long-term partner Bernard Waage [of Select] and his excellent team,” Christa Overhues says. She herself joined Tiger of Sweden as CCO only about half a year ago, leaving her role as Sales Director International Markets at Hugo Boss.

The new set up will affect both, the Tiger of Sweden main brand as well as the Tiger of Sweden Jeans label. As a further part of its expansion Tiger of Sweden, which is owned by IC Group A/S and is distributed in Europe, Canada and South Africa, plans to open more stores in the DACH region in 2017, but did not reveal any details yet.


Fall/Winter 2017
© Tiger of Sweden
Fall/Winter 2017



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