Danish lifestyle brand Flying Tiger Copenhagen opens first Singapore store at Bugis+

SINGAPORE – Danish lifestyle brand Flying Tiger Copenhagen, known for its colourful and affordable products for the home and office, has opened its first Singapore store at Bugis+ on July 28.

Packed with toys, games and gadgets, as well as leisure, home and kitchen products, the 157 sq m space sits on the mall’s second floor.

It is similar in spirit to lifestyle retailers such as Australian brand Typo and Chinese label Miniso. A cross between Swedish home retailer Ikea and Japanese consumer store Daiso comes to mind, as Flying Tiger Copenhagen showcases a Scandinavian design sensibility in its everyday products.

Most items in the Singapore store are priced under $20. The most expensive is a $45 skateboard, while foam water guns are priced at $2. 

To celebrate the opening, the brand is hosting an interactive pop-up at the Bugis+ atrium from Aug 1 to 3, featuring mini games, a spin-the-wheel station and prizes up for grabs. 

The Singapore store is the brand’s latest step in its Asia-Pacific expansion, which kicked off with Indonesia and the Philippines in 2023, followed by Australia and Vietnam in 2024. 

Concurrently, the brand’s first Malaysian store opened its doors in Johor Bahru’s Aeon Mall Tebrau City on July 28.

The Asia-Pacific stores operate under a franchise model, with Indonesian lifestyle retailer Mitra Adiperkasa Tbk (MAP) managing the stores in Indonesia, Malaysia and Singapore.

The store’s range draws from the same product catalogue of its home stores in Denmark, and are made by the same factories, mostly in China.

Mr Martin Jermiin, chief executive of Flying Tiger Copenhagen, tells The Straits Times: “Since joining Flying Tiger Copenhagen as CEO in 2019, I’ve had the privilege of leading the brand through a transformational phase of global expansion. Singapore represents a pivotal market in our Asian expansion strategy.”

The 48-year-old has a long personal history with the brand, even before joining the company.

“I’ve visited the stores for all kinds of reasons – first as a young adult, and later on as a father – whether for gifts, party supplies, toys or practical items for the home. It’s been an integral part of the Danish retail landscape for many years.”

He adds: “Our mission is ‘a richer life doesn’t cost a fortune’. We strive to bring a sense of surprise and joy into every store visit by providing our customers with a broad, compelling assortment of everyday essentials combined with ever-evolving, inspirational new offerings.” 

The brand began as a flea market stall in the late 1980s, with the first bricks-and-mortar store opening in Copenhagen in 1995, where every item was priced at 10 Danish kroner (S$2). 

A 10-kroner coin is known as a “tier” in Denmark – which is similar to the Danish pronunciation of “tiger”. In this light, the first store took the moniker of “Tiger”, and subsequent stores continued to be known as “Tiger” until 2016.

The name was then officially changed to Flying Tiger Copenhagen, as the Tiger name had not been usable in certain markets. As at 2025, it has more than 1,000 stores in 39 markets.

ST highlights selected products that shoppers can find at its Singapore store. 

1. Cactus scissors ($8): What looks like a cactus figurine is actually a functional accessory: a storage stand for a pair of scissors.

2. Soap bubble machine ($15): This shark-shaped soap bubble machine will be a hit at any playground or birthday party. Bonus: It doubles as a cute piece of home decor.

3. Seashell soap dispenser ($9): Make hand-washing more fun with this clamshell-shaped soap dispenser in a deep royal blue.

4. Ombre vase ($3): House your flowers in an equally vivid vessel, which has fluted glass detailing.

5. Self-care journal ($10): Make self-care a habit with this journal decorated with cherry motifs.

6. Cherry cushion ($12): If you have been joining the hordes in accumulating food-themed plush toys, these cherry cushions will be a sweet addition to your collection.