The somewhat bizarrely name of Søstrene Grene may soon trip off the tongue for UK shoppers as the Danish homewares chain has its sights on opening 100 stores across the UK by 2030, including its West End flagship that will open later this year.
The Tottenham Court Road store will be the retailer’s 17th UK store – it opened its first in Nottingham back in 2016 – and shoppers across the country seem to be lapping up its offer.
“The reception has been absolutely wonderful,” says chief executive Mikkel Grene.
“Whenever we open a new store, we experience massive interest from the local customers and we see long queues in front of the stores on the opening days.”
TBut what exactly is Søstrene Grene and how is it planning on bringing its Danish flare to the UK?
Family values
Søstrene Grene was founded in Aarhus – Denmark’s second biggest city – in 1973 and offers responsibly-sourced Scandinavian-inspired home accessories.
The retailer, which was launched by husband and wife team Inger Grene and Knud Cresten Vaupell Olsen, is based on two fictional personalities inspired by Grene’s two paternal aunts.
“The brand revolves around the story of Anna and Clara; the sisters who diligently work to create slight, bright differences to everyday life,” explains Grene, the son of the founders.
“Anna is a creative aesthete, while her sister Clara is practical and organised – together, they represent all that Søstrene Grene is and has to offer.”
The family-owned chain sells everything from furniture and kitchen supplies to children’s toys, hobby items and party supplies.
Despite growing to more than 270 stores across 16 countries, the brand is keen to maintain its core values as it expands.
“We believe that great finds depend on a combination of aesthetics, quality and price,” explains Grene. “Our products never cost more than they have to. There are no deals or special offers as this is not part of our concept.”
As such, he explains that the business has absorbed “most of the price increases driven by inflation” in recent years rather than passing them on to customers.
Creating the perfect experience
Brick-and-mortar stores play an important role in bringing the world of Anna and Clara to life, explains Grene.
“As a retail concept, Søstrene Grene is characterised by the exquisite and creative store experience appealing to the senses,” he says.
The shop floor is a labyrinth of aisles filled with brightly coloured products sat against a dark neutral background. The smell of untreated wood lingers in the air as notes of classical music flow through the space.
The natural concept dates back to when the retailer opened its first store more than 50 years ago in Aarhus.
“To keep costs low, the store displays were built from reused wooden boxes the store received dates and figs in at the time,” explains Grene.
“These boxes have since become the inspiration for the classic, raw wooden boxes that are central in the interior decoration of all our stores today.”
Customers are met with signs sharing stories about Anna and Clara as they walk through the shop’s maze.
The small nods to the two sisters “are an important part of our DNA”, says Grene.
“The sisters share their recommendations on how you can bring more creativity, joy and aesthetics into your daily life.”
Stores are updated weekly with new products so “every visit feels like a treasure hunt”, he adds.
UK plans
Søstrene Grene is gearing up for rapid expansion in the UK, which will see it open a further 50 stores nationwide in the next 3 to 4 years.
“I am very confident about our UK ambitions since the British customers seem to have absolutely fallen in love with our universe,” says Grene.
“I also feel like the British lifestyle and taste fit perfectly with Søstrene Grene and affordable Scandi living.
“This warm welcome creates huge potential to expand our store concept to more areas and an even broader audience,” he says, adding the business is “eager to expand in both in the larger cities and in smaller corners of the UK”.
Grene explains that the company’s expansion could not have come at a better time.
“The UK has been through a rough period financially since Brexit, so I believe the customers are looking for good value, which we can offer, but also a small, wonderful break from a sometimes stressful life in a worrying time – that is exactly what we want bring to them.”
However, he adds the move across the channel hasn’t been the easiest of journeys with Brexit making things “a bit more challenging” in recent years.
“Rent levels have also been challenging but we see more reasonable levels at the moment.”
The retailer launched its webshop last month and is hoping to follow it up shortly with an app, where customers can shop as well as find home decor inspiration and craft guides.
Søstrene Grene – and its particularly brand of hygge – looks set to have a growing presence in the UK, best practice pronouncing the name now.
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