Tyger Brands appoints new CFO to drive regional growth

SINGAPORE — Pet wellness company Tyger Brands has named Joerg Gruenewald as its new Chief Financial Officer, reinforcing its leadership team as it accelerates expansion across Southeast Asia and international markets.

Gruenewald brings more than 15 years of experience in finance, operations, and strategy, with a background in structured derivatives in Germany, real estate in the United States, and senior roles in logistics and retail throughout Southeast Asia.

He most recently served as CFO of DALI Everyday Grocery, where he helped grow the Philippines’ first hard-discount grocery chain from a startup into a 900-store network in under five years.

Gruenewald also led global finance and treasury at Royal Cargo, a multinational logistics provider based in Manila.

“Joerg brings deep operational experience and a thoughtful approach to financial leadership,” said Philipp Renner, Co-Founder and CEO of Tyger Brands. “His deep understanding of retail consumer businesses in Southeast Asia is unmatched, and he knows exactly what it takes to build sustainable systems while supporting fast growth.”

“As we enter this next stage of expansion, having a financial leader who understands the operational realities of high-growth retail is crucial,” added Tim Michael, Co-Founder and COO. “Joerg’s track record proves he can bridge the gap between strategy and execution, which is exactly what we need right now.”

As CFO, Gruenewald will oversee financial planning, capital structure, and international growth initiatives across Tyger Brands’ multi-brand portfolio.

His appointment comes at a time of strong momentum for Tyger Brands’ flagship brand, Dr. Shiba, which has now served over 3 million pet parents since launching in 2022.

Dr. Shiba operates in six countries— the Philippines, Thailand, Indonesia, Singapore, Malaysia, and the United Kingdom—focusing on affordable, science-backed pet wellness products.

“Tyger Brands has built something rare, a business that’s growing quickly, but with discipline and purpose,” said Gruenewald. “I’m excited to help guide the next phase of that journey.”

The company recently expanded its cat-focused brand, Prof. Bengal, with new product launches in the Philippines, including the country’s first functional paste treats for cats and a new “Kind Kibble” formulation designed for feline nutrition.

These launches reflect Tyger Brands’ continued investment in evidence-based product development.

The company also partnered with actress and brand ambassador Liza Soberano to advocate for pet wellness in the Philippines, enhancing brand visibility.

Tyger Brands currently distributes products through its direct-to-consumer platform (dr-shiba.com), as well as major e-commerce sites such as Lazada, Shopee, and TikTok Shop.

Its retail presence now spans more than 1,500 brick-and-mortar locations across the region.

Unlike many startups, the company has grown without traditional venture capital, choosing to reinvest operating cash flow into product innovation and expansion.

Gruenewald’s appointment marks a strategic move as Tyger Brands prepares to enter new product categories, deepen retail partnerships, and expand into additional markets.

The company remains focused on building trusted, science-backed pet wellness brands that deliver real value to pet parents across Southeast Asia and beyond.