First ID Kids store opens its doors in London courtesy of Tiger founder

The first ID Kids store has opened in the UK, it was announced via social media by the company’s CEO, Philip Bier, last night.

The retail entrepreneur detailed his return to the UK high street early last month, after reaching a franchise deal with the French toy and children’s products retailer.

The first ID Kids store has now opened its doors in the UK capital. It arrives 13 years after the first Tiger store – the retail chain founded by the Danish businessman – landed on UK shores.

Like Tiger, ID Kids will primarily sell own label products, making the store a destination for shoppers.

Bier, CEO of Bier Brothers, put out the statement: “Very pleased to announce we have now opened the first ID Kids store here in the UK. It has been great working with the French head office and the team in the store have done wonders. It’s early days but a great start.”

As joint CEO of Bier Brothers, the entrepreneur aims is to ‘revive the UK high street with a portfolio of new retail brands.’ The launch of ID Kids arrives as former retail giant Toys R Us completes its winding down process of liquidation.

Likewise, Mothercare has implemented a rescue operation with the re-hiring of sacked CEO, mark Newton-Jones and a culling of its UK sites.

“We want to be the preferred partner for foreign retailers who want to enter the UK,” said Bier. “The ambition is to have six brands in five years’ time.

“If people say I am mad, I have some sympathy for that statement. 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.

“With ID, if you want an ID products, you have to go to ID. That’s one of the reasons Tiger worked so well. If you want Tiger products, you have to go to Tiger.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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