Søstrene Grene is set to open its first Hertfordshire store in St Albans as the Danish homeware company accelerates its UK expansion.

The new shop will stock the retailer’s range of affordable home accessories, kitchenware, craft supplies, soft furnishings and seasonal decorations.

An opening date is expected to be confirmed shortly.

The St Albans branch will feature Søstrene Grene’s signature winding store layout, alongside soft lighting and classical music designed to create an immersive shopping experience inspired by the Danish concept of hygge.

Group chief executive and co-owner Mikkel Grene said the opening would bring the brand to a new region as it looks to make its products and in-store experience accessible to more UK shoppers.

The retailer currently operates more than 400 stores across 18 markets and is targeting a UK estate of 100 locations within the next few years.

Søstrene Grene head of retail for Denmark, the UK and Ireland René Jensen said the business had received a positive response from shoppers in neighbouring counties and was looking forward to entering Hertfordshire.

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