International Women's Day: Tiger of Sweden

Q&A with Linda Dauriz, CEO of Tiger of Sweden.

Tell us about your role and your business...  

I am the CEO of the Swedish fashion brand Tiger of Sweden. 

What inspired you to choose a career at Tiger of Sweden?  

The very rare combination of a brand with over 100 years of heritage, a strong brand name and reputation in its home market of Scandinavia, yet still with so much more potential to exploit internationally. We are a start-up at heart!  

What do you think are some of the main contributing factors that got you where you are today?  

As a foundation, myparents instilled in me theconfidence to achieve whatever I envision,as long asI stay true to myself and am ready to roll up my sleeves. Thereafter, I always opted for environments which offered a steep learning curve, personally and professionally. I am grateful for the mentors and sponsors who support me, coach me, and provide feedback to me regularly. 

What challenges have you faced along the way? Any particular challenges as a woman?  

Challenges, big or small, are part of everyday private and professional life. Over the course of the last year, I would highlight stepping into my current role, just three months before a global pandemic hit the fashion industry. It was important, across all markets we operate in, to keep the team close together, positive and motivated even throughout lockdowns and restrictions. 

What motivates you?  

All customer feedback! I feel extremely passionate about my job, about the impact I and we, as a team, have on the future of Tiger of Sweden. It is a privilege to shape the next chapter of this brand founded in 1903. We bring the essence of Swedish life to a global audience and are building a community of like-minded customers together. 

Who or what women inspire you?  

Kamala Harris - for paving the way to a new normal.

Angela Merkel - for being a rational, bold decision-maker with a great sense of humour. 

Verena Pausder - for driving the digitisation of Germanys education system.  

Do you have any advice for other women looking to get into the fashion industry?  

Just do it! Reach out to people who work in fashion, understand from them what it is like and whether it could be a great fit for you, then start applying. The more experiences you can gather the better, and in turn, you'll find out which company culture and which role is best for you. 

What does International Women’s Day and this year's theme Choose to Challenge mean to you?  

Celebrating women around the world, who are accomplishing amazing things and reaching first ever” goals which would have not been achievable 50 – or even 10 – years ago.  

Why did you choose Marylebone Village for your business?  

Marylebone offers such a vibrant and inspiring mix of retail stores, restaurants and cafés in a truly unique setting – it feels metropolitan and intimate at the same time, which makes it the perfect destination for shopping and strolling. 

What are the plans for your business in Marylebone Village?  

Our store on Marylebone High Street brings the Tiger of Sweden world and the essence of Swedish life to London; we love to welcome everyone to stop by to dive into the inspiration behind our collections. 

Where is your favourite place / what is your favourite thing to do in Marylebone Village?  

Having a coffee and a chat with the team in our Tiger of Sweden flagship store, of course! 


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