On the third city in the region that Flying Tiger Copenhagen has set foot in, QH catches up with Martin Jermiin, CEO for his take on the business model and how regional learnings will help them in the days ahead.
artin Jermiin, CEO of Flying Tiger Copenhagen, is understandably the key catalyst in the brand’s global expansion. His diverse experience, including roles at Cembrit Holdings and TDC, McKinsey & Company, have given him leadership lessons, and armed him with strategic expertise that has led to a fruitful partnership with Azadea Group, their partner of choice in the Middle East.
To Jermiin, Doha was chosen for its rich history, exciting growth, and demography that aligns with the brand. “We saw enormous potential to engage with our customers and contribute to the community.”
The group’s regional foothold in the UAE and KSA expectedly has given the brand a learning experience. He says, “The regional exposure in UAE and KSA has given us an edge. The reception has been fantastic, and our partner, Azadea, has ensured a smooth landing. We are thrilled and excited about the reception in Doha.”
Business philosophy
The business philosophy of this retail chain is to offer a richer life without high costs. “We bring Scandinavian elements, affordability, and create a joyful experience for customers in our stores. Seeing people smile and share their finds captures the essence of what we aim to deliver.”
On expectations from the market, Jermiin is careful and hopes that customers in Doha “will find us fascinating and engage with our brand”. He sounds ambitious in the partnership with Azadea, and says, “We have ambitious expansion plans, taking it gradually and adapting to each market’s unique dynamics.”
The value propositions of Flying Tiger Copenhagen: Encapsulating the essence of the brand
- “The first is Danish heritage and design”;
- “The second, fun and quirky surprises”;
- “The third, a core focus on sustainability”; and
- “And finally, affordable pricing for everyone”.
Rapid fire with QH:
Favourite book
My favourite book is a biography of John von Neumann, the mathematician who revolutionised the field of AI before it became mainstream.
Favourite food
Chocolate.
One go-to quote
One quote that has kept me grounded is the fundamental belief in treating people with kindness and respect, inspired by Scandinavian philosophy.
Crisis driver
The team’s unity and collaboration during the pandemic, working together in the trenches, is what drives me in times of crisis.
Success driver
My team.
Favourite holiday destination
My favourite holiday destination is France for skiing.
One childhood memory that has stayed on
One childhood memory that has deeply impacted me is the two years I spent growing up in Iraq, where I experienced a completely different culture. It taught me to respect and appreciate the diversity of cultures that exist beyond my own.
Given a chance, what would be done differently
I wouldn’t change anything. I would just enjoy the ride more.
“Customer demand is the key”
Marwan Hert, President of the Lifestyle Division, Flying Tiger Copenhagen, heading 17 markets, asserts that the way the brand embraces competition keeps them agile and innovative, the timeless values for any brand that wants to stay out. He acknowledges that Daiso, another player in the same market segment, takes pride in offering exclusive Scandinavian designs and accessories that make them unique.
Regarding their expansion plans, Hert is categorical that while this is their first store in Doha, they are open to opening more, based on customer demand and the brand is geared to fulfilling the brand’s potential in the country.
Rapid fire with QH:
Favourite book
Two favourites, Atomic Habits and The 5 AM Club.
Favourite food
I enjoy Arabic cuisine, which emphasises healthy and pure ingredients. As an athlete, I prioritise consuming food that provides me with energy.
Crisis driver
Ensuring the well-being of our team and stakeholders. Overcoming challenges and finding ways to serve them better.
Favourite holiday destination
Greece. I enjoy windy locations, as I am a windsurfer.
One childhood memory that has stayed on
My fights with my elder brothers.
Message to first-time shopper to Flying Tiger Copenhagen
Enjoy the journey and be inspired by our growth. We’re dynamic, with monthly drops of the latest items (40 percent of the assortment). Engage monthly for newness in personal, home, and gift ideas.
Favourite sports
Skiing and windsurfing.
