Tiger founder to launch kids' clothing and toy chain to UK high street

The retail entrepreneur, Philip Bier will open the first ID Kids store in London next month after finalising a franchise deal with the French company.
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The man behind the popular Danish retailer, Tiger is looking to repeat its UK high street success with the launch of a new kids’ clothing and toy chain.

The retail entrepreneur, Philip Bier will open the first ID Kids store in London next month after finalising a franchise deal with the French company.

With a turnover of €860 million, the retail giant owns eight brands including kidswear label Okaidi and Oxybul, a range of educational toys, and has a global network of 1,200 shops.

Bier opened the first Tiger store in Basingstoke in 2005 and became a multi-millionaire after selling his stake in the successful chain last year. He has now set up Bier Brothers with his brother Jacob to bring new retail brands to the UK high street.

“We want to b 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.”

The news arrives amid a difficult climate for high street retailers and follows the recent collapse of Toys R Us and ongoing stuggles of Mothercare.

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

Bier says one of the strengths of ID Kids is that like Toger is primarily sells own label products so is a destination for shoppers.

“If you want an ID product 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.” 


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