Flying Tiger Eyes Singapore and Malaysian Market | ENGLISH

The big bet on Southeast Asian market.

Flying Tiger Copenhagen, a variety store chain owned by Zebra A/S plans to open its first store in Singapore and Malaysia by 2025. 

The store chain is known for Scandinavian and minimal design in its product. The identity is strengthened in its stores, which have white walls and wooden flooring, giving them a clean and bright look.

Flying Tiger store in Jakarta, Indonesia

Inside the store, customers can discover a wide range of accessories, stationery, decorations, homeware, and small toys. The store tends to be small with size around 150-250 m2 [1]. Its open layout (with a low-height display) is intended to make customers feel spacious.

Store interior (1)

To make its stores more attractive to regular customers, Flying Tiger updates its product display for every season or major event, such as Halloween, Chinese New Year or Christmas. During those occasions, customers can get costumes, decorations, or even greeting cards that fit their needs.

Store interior (2)

Over the past few years, Flying Tiger has made significant progress with over 1000 stores worldwide. Its venture to Southeast Asia begins with first branch in Lippo Mall Puri, Indonesia (2023). The brand subsequently opened its first stores in both the Philippines and Vietnam. 

Its expansion into Southeast Asia is part of the company's broader strategy to increase its global footprint, with focus on potential and developing markets. Despite its potential, betting on Southeast Asia may be difficult in the long run, given the intense competition from Chinese brands, including Miniso, KKV, and M&G Life.

Recently, Miniso increased its footprint by opening a Disney Stitch-themed store at The Exchange TRX (Malaysia). KK Group (which owns KKV), also plans to enter the Singapore market in 2025.[2] Both brands place their strength on IP collections. Will this affect Flying Tiger's ability to thrive in Southeast Asia?

REFERENCE

[1] - https://www.rabretail.com/wp-content/uploads/2024/10/Flying-Tiger-Copenhagen-Global-Brand-intro-deck-2024-5.pdf

[2] - https://www.businesswire.com/news/home/20241229491914/en/KK-Group-Accelerates-Expansion-in-Southeast-Asia-Entering-Four-Countries-This-Year