Stockholm-based fashion house Tiger of Sweden has named Hugo Boss executive, Linda Dauriz, as its new CEO.

Dauriz will join the company on 1 December where she will lead the brand's efforts towards increasing its relevance to consumers across Europe and selected additional key markets, strengthening its wardrobe offering and driving the digitisation of the company's operating model.

"I am excited about the opportunity to join Tiger of Sweden and thank the owner and the board of the company for the trust they put in me," she says. "I do see huge potential for the brand, embodying confidence, courage and creativity with its Swedish design heritage. Already today lots of consumers choose Tiger for the defining moments in their personal and professional life, and I am convinced we can touch many more.

"We will continue to drive the smart casualisation of formalwear to dress consumers in style across multiple occasions. Becoming more relevant for our consumers online, in our own stores, as well as in close collaboration with our trusted distribution partners, is a key priority for me."

Dauriz joins Tiger of Sweden from Hugo Boss, where she was director of customer experience and corporate development, responsible for the global strategy of the company, CRM, customer data and analytics, digital marketing and customer experience across all channels.

Prior to Hugo Boss, she was a partner at McKinsey & Company for several years, advising apparel, fashion and luxury companies both in Europe and globally.

"I am convinced that the depth and internationality of Linda's experience, combined with her consumer-first mindset, passion for the brand, digital background and clarity in execution, will be strong assets to our team in shaping Tiger of Sweden's future. We are very much looking forward to working with Linda and wish her lots of success in her new role," says Peter Thorsen, chairman of the board of directors.

Thorsen also extended his thanks to Moa Strand who served as interim CEO following the resignation of Hans-Christian Meyer in February. Strand will continue to serve as chief marketing officer.