Investor Day 2016

April 6, 2016

Tiger of Sweden at a glance

Founded in 1903 in Uddevalla, Sweden

220 employees

Strong position in the Nordics, on the

doorstep of international breakthrough

Strong growth momentum past ten years

1

883

768

633

563

476435

488

388353

943

2007/08 2006/07 2005/06

12%

2013/14 2014/15 2012/13 2009/10 2011/12 2010/11 2008/09

CAGR

Net sales, DKKm

Our portfolio includes different brand concepts with

specific functions, roles and ambitions

Tiger

Man

Tiger /

Jeans

Tiger

Woman

Tiger

Accessories

& Shoes

Role and ambition

Role: Core of Tiger of Sweden, spearhead for

international expansion

Ambition: Leading international contemporary

tailoring brand with an informal take on the formal

Role: Completing the Tiger of Sweden brand with

a female fashion edge

Ambition: Leading contemporary tailoring brand

for women, walks hand in hand with the Tiger of

Sweden brand platform

Role: The rebel in the family and a gateway to

the young generation allowing Tiger of Sweden

to stay young

Ambition: Leading European niche denim brand

through a Scandinavian fashion take on jeans

Role: Accessories and Shoes for the Tiger Man

and Tiger Woman consumer

Ambition: The natural first hand choice for

accessories and shoes for Tiger of Sweden’s

man and woman

Concept Brand Primary products

Suits

Blazers

Shirts

Outerwear

Blazers & jackets

Dresses

Tops

Outerwear

Leather bags

Suit accessories

Seasonal accessories

Underwear

Shoes and boots

Jeans

T-shirts

Knitwear

Outerwear

44%

20%

14%

22%

Relative

share, %

2

The competitor landscape – local heroes and international

players

Key competitors in main markets (Nordic region and European markets)

Hugo Boss

Acne

Ralph Lauren

J. Lindeberg

Oscar Jacobson

Nordic region Other Europe

Tiger Man Hugo Boss

Kooples

Ralph Lauren

Paul Smith

Drykorn

Acne

Diesel

Lee

Levis

Nudie

Tiger Jeans Acne

Diesel

Lee

Levis

Nudie

Replay

Acne

Dagmar

Filippa K

Odd Molly

Tiger Woman Drykorn

Hugo Boss

Theory

Kooples

3

Our focus is to increase controlled space distribution

26

58

Total 943

Outlet 152*

E-commerce

Retail 149

Franchise

Wholesale 558

Net sales by channel

2014/15, DKKm

Focus areas

It is our strategic ambition to take more

control of the consumer experience and

come closer to our end consumers by:

– Growing relative share of branded controlled

space distribution (i.e. retail stores, E-commerce,

shop-in-shops)

– Investing more in our retail stores and omni-

channel integration to create a seamless

consumer experience across different channels

– Use outlet capacity to manage distribution of left-

over assortment

– Improving and intensifying our brand storytelling

and aligning it across all channels

Share of

total, %

*Outlet channel includes revenue from 3rd party brands from

Vingåker Factory Outlet

3

100

59

16

16

6

4

Market regions and characteristics

943

65

5

22

77

65

115

164

430

Total

Other markets

France

UK

Germany

Finland

Denmark

Norway

Sweden

2014/15, DKKm

Net sales by market

Share of

total, %

Nordic region and international markets

Nordic region constitutes 82% of full-year

revenue

– Strong market position for all concepts with

further growth potential going forward

– High share of controlled space relative to other

markets

International focus markets

– Germany, UK and France – in order of priority

– Growth to be driven by Tiger Man complemented

by Tiger Jeans and men's shoes and accessories

Other international markets

– Netherlands, Canada and South Africa (all

agent/distributor driven)

46

17

12

7

7

8

2

1

100

5

Strategic priorities – Nordic region and international

International

Nordic region

Tiger Man

Maintain strong position

throughout the region

Increase relative share

of controlled space

Germany is highest

priority market followed

by UK and France

Tiger Man

supplemented with

selected Tiger Jeans

products and

accessories and shoes

Tiger Woman

Strong position but still

potential for further

growth

Long-term focus for

growth

Tiger Jeans

Strong position in

Sweden

Build on and accelerate

current success

Test stores indicate

potential as stand-

alone brand

Focus on being a

strong product

supplement to Tiger

Man internationally

Mid-term focus for

growth

Tiger Acc. & Shoes

Build on and accelerate

ongoing success

Improve Tiger Shoes

performance

Focus on being a

strong product

supplement to Tiger

Man internationally

6

Germany is our highest priority market outside the Nordics

New strategy launched 2011 has worked well so far

Unstable development New strategy

77

56

30

1714

1013

4%

2014/15

52%

2013/14 2012/13 2011/12 2010/11 2009/10 2008/09

New strategy

Change of agent

Meet competition head on (products & price points)

Focus on department stores

Locally coordinated branding

activities

7

And we continue to show very strong performance in

Germany on all channels

Wholesale is performing above all expectations (42%

growth 2014/15 and 32% growth H1 2015/16)

German E-shop shows very strong growth (20%

growth 2014/15 and 56% growth H1 2015/16)

Our only current retail store in Düsseldorf shows

acceptable performance despite a less than optimal

location (11% growth 2014/15)

8

Hamburg

Berlin

Munich

Frankfurt

Cologne

Düsseldorf

Stuttgart

Inhabitants (thousands) 1,734

Unemployment rate 7.4 %

Purchasing Power index 109.5

Turnover index 122.3

Centrality index 1.12

Inhabitants (thousands) 594

Unemployment rate 8.8 %

Purchasing Power index 118.5

Turnover index 141

Centrality index 1.19

Inhabitants (thousands) 1,024

Unemployment rate 9.6 %

Purchasing Power index 110.1

Turnover index 133.6

Centrality index 1.21

Inhabitants (thousands) 598

Unemployment rate 5.6 %

Purchasing Power index 111.5

Turnover index 135.9

Centrality index 1.22

Inhabitants (thousands) 1,388

Unemployment rate 5.2 %

Purchasing Power index 129.3

Turnover index 146.8

Centrality index 1.14

Inhabitants (thousands) 3,375

Unemployment rate 11.7 %

Purchasing Power index 96.6

Turnover index 102.3

Centrality index 1.06

Inhabitants (thousands) 688

Unemployment rate 7.4 %

Purchasing Power index 114.6

Turnover index 121.0

Centrality index 1.06

SS Next step is store roll-out

7 cities in Germany have been targeted

Thoroughly selected AAA location targeted

Turnover index measures retail turnover compared to country average

Centrality index measures the ability of an area to pin retail spending

compared to the surrounding area. An index value above 1 indicates that

an area ties more retail spending to itself compared to what it emits.

Source: BNP Baribas Real Estate, 2015

9

Well-defined store concept

Preferably one floor store

Preferably corner position or two windows and

entrance frontage

Strong

Basics High

Traffic

Right

Neighbors

High traffic shopping street

Right traffic – High ratio of potential consumers

Relevant global and domestic competitors (e.g.

Drykorn, Hugo Boss, etc.)

Other relevant Premium brands

Menswear store (Tiger Man 85%, Jeans, 10%

Accessories and Shoes 5%)

Ideal store size: ~120 m2

Male

Focus

10

A clustering approach allows us to focus and monitor our

performance city by city

1. Open concept stores in one city at the time

to get high leverage on investments

2. Invest in local marketing to support store

opening and build brand awareness

3. Support current key accounts with

investments to build shop-in-shops and

marketing activities

4. Target new accounts to increase distribution

in cluster area

5. Support overall business with own

E-commerce

6. Move on to the next city

5. Strong own E-com

4. Target new

accounts

3. Support current

accounts

2. Local

marketing

1. Store

6. Next city

11

The first store in the roll-out plan opened today in Berlin

Mitte on Neue Schönhauser Straße 9

12

Key take-aways

Strong market position in the Nordics with room for further growth – Very strong position with Tiger Man

– Woman, Accessories and Tiger Jeans have not reached full potential

In the beginning of an international breakthrough – Key focus on Germany to become next growth engine

– Also high focus on UK and France to build a European brand

13