# Flying Tiger Copenhagen Enters Mexico to Challenge Miniso Grupo Julio leads the Danish retailer's expansion with a 30 million dollar investment plan. - **Source:** [Expansión](https://expansion.mx) - **Published:** 2026-11-08 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/39d96c09-8b44-4a67-a537-132a649550d9 ## Strategic Market Entry Flying Tiger Copenhagen has officially entered the Mexican market, introducing its variety store concept to local consumers. The expansion is spearheaded by the Mexican firm Grupo Julio, which aims to capture market share in the home goods and accessories sector. This move intensifies competition within the country's growing variety retail landscape. ## Investment and Growth Targets The project involves an estimated investment of 30 million dollars over the next five years. The company plans to open more than 100 establishments across Mexico during this period. Currently, the brand has launched five initial locations in Mexico City and the State of Mexico, targeting 30 total stores by 2027. ## Danish Retail Origins Founded by Lennart and Suz Lajboschitz, the brand began as a small market stall in Denmark during the 1980s. The first physical store, named Zebra, opened in 1988, followed by the Tiger brand in 1995. The name originated from a Danish term for a 10-krone coin, which sounds similar to the word tiger. ## Grupo Julio's Diversification Grupo Julio, established in 1976, is transitioning from its traditional focus on women's fashion to broader retail operations. Known for its boutiques since 1986, the company is now leveraging its local expertise to manage the Danish brand's entry. This diversification marks a significant shift in the group's long-term business development strategy. ## Operational Leadership Structure The operations for Flying Tiger in Mexico are managed by Rally Total, a company led by Jacobo Hamui Mizrahi. The firm is actively collaborating with local partners to establish a sustainable commercial presence. This management structure is designed to facilitate the rapid scaling of the brand while maintaining its unique Danish design identity. ## Differentiation from Miniso While competing directly with Miniso in the variety store segment, Flying Tiger emphasizes its proprietary Danish designs and frequent product rotations. The catalog includes home decor, kitchenware, stationery, and toys. By focusing on original aesthetics and constant novelty, the brand aims to distinguish itself from the established market presence of Miniso. ## Future Logistics and Expansion Beyond physical store openings, the company plans to establish a dedicated distribution center in Mexico by 2027. This timeline also includes the launch of an e-commerce channel to support digital sales. Future expansion efforts will target major urban centers like Guadalajara and Monterrey, where potential site locations are currently being analyzed. ## Competitive Landscape Context Miniso remains a dominant force in the Mexican market, bolstered by a strategic partnership with Carlos Slim's Grupo Carso. Since 2019, Grupo Sanborns has held a 33.27 percent stake in Miniso BF Holding. This rivalry highlights the intense battle for dominance in the accessible, design-oriented retail sector within the Mexican economy. ## Sources covering this story - https://expansion.mx/empresas/2026/11/08/quien-dueno-flying-tiger-reta-miniso-slim-abrio-plaza-carso — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._