How Danish 'pound-store' Tiger broke free from its cheap and cheerful image

According to YouGov, Aldi and Lidl are currently the UK’s most popular brands. But these two leading global discounters are not the only brands to successfully shift consumer perceptions towards low cost items.
In fact, some value brands have gone as far as creating partnerships with their upmarket cousins to attract new customers, such as Ikea's upcoming collaboration with Danish design brand, Hay, for a new line of furniture and homeware.
But is this mutton dressed up as lamb or are valu