Søstrene Grene, the renowned Danish homewares and hobby brand, is pleased to announce the upcoming launch of its Central London flagship store. This move is a part of the brand’s ambitious expansion plan to open 100 new stores across the UK by 2030.
Scheduled to welcome customers this winter, the latest addition to the Søstrene Grene portfolio will be the largest of its kind in the UK. It is strategically located in a 5,000 sq ft unit on Tottenham Court Walk, just steps away from the renowned Tottenham Court Road. This flagship store, spanning two floors, marks Søstrene Grene’s debut in Central London, following successful launches in Wandsworth and Kingston-upon-Thames earlier this year.
Introduced to the UK market in 2016, Søstrene Grene quickly gained recognition for its budget-friendly, Scandinavian-inspired home accessories. With over 275 stores across Europe, Søstrene Grene has established a significant international presence and is setting ambitious goals for the UK market. Having established a strong foothold in England, Scotland, and Northern Ireland, Søstrene Grene will introduce its signature labyrinth store layout to the capital as part of the brand’s ongoing expansion across the UK.
Founded in 1973 by the Grene family, Søstrene Grene’s legacy continues under the leadership of Mikkel Grene, who assumed the role of CEO and co-owner in 2011. Expressing his enthusiasm, Mikkel stated, “We are delighted to announce the launch of our inaugural Central London store in the Tottenham Court Road area. This is a pivotal moment for our brand as we continue to expand the world of Søstrene Grene.”
UK Joint Venture Partners, Norma Jacob and Richard Power, who operate Søstrene Grene stores across Northern Ireland, Southern England, and Scotland, are also looking forward to their next opening.
Norma Jacob, comments: “This is a very exciting time for Søstrene Grene and we can’t wait to open the new location. A Central London store has been an ambition of ours and it’s great to see it come to fruition.”
Richard Power adds: “As the brand expands throughout the UK we continue to see its rise in popularity. With the recent webshop launch and now our first Central London store, Søstrene Grene is on track to becoming a household name.”
Beyond the retail experience, Søstrene Grene is actively exploring opportunities to revitalise vacant retail spaces across the UK, presenting an attractive prospect for high streets and shopping centres. The brand’s unique concept has proven to be a draw for various locations, with hundreds of customers eagerly awaiting store openings across the UK.