Danish homewares and lifestyle brand, Søstrene Grene, is set to celebrate the grand opening of its new location at Coal Drops Yard in King’s Cross on Friday 10th May. The store, opening at 10 am, will mark the brand’s second Central London location, following the successful launch of its store on Tottenham Court Road in December 2023.
The new store in Coal Drops Yard will feature a wide range of design-led items known for their Scandinavian aesthetic and affordability, including interiors, craft and hobby items, and lifestyle products. Søstrene Grene aims to continue its expansion in the UK, with plans to open a total of 500 stores globally by 2027, strengthening its presence significantly.
Mikkel Grene, CEO and Co-owner of Søstrene Grene, shared his enthusiasm for the new opening:
“London is renowned across the globe for its exceptional retail offering and we are so pleased Søstrene Grene is now firmly part of this. Opening a second Central London store is essential for brand awareness, visibility, and growth. We couldn’t be happier to name King’s Cross our next store location in the capital.”
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The store’s design will embody the Danish concept of ‘hygge’, a notion of cosiness that fosters contentment and comfort, reflective of Denmark’s reputation as one of the happiest countries in the world. This is incorporated through the store’s ‘Retail for the Senses’ model, which includes subdued lighting and classical music set in a relaxing, labyrinth-style layout, encouraging customers to enjoy a moment of escapism while shopping.
The King’s Cross location will also feature weekly new drops of trend-driven products alongside a core collection of homewares. Customers can expect to find a variety of soft furnishings, kitchen products, furniture, gifts, hobby crafts, seasonal decorations, and children’s toys.
UK Joint Venture Partners, Norma Jacob and Richard Power, who manage Søstrene Grene stores across Northern Ireland, Southern England, and Scotland, are optimistic about the new addition.
Norma Jacob said: “We are really looking forward to the launch of our King’s Cross store and greeting our first customers at the Grand Opening event. Søstrene Grene offers a vast range of products at affordable prices and is fast becoming a go-to homewares brand for many UK shoppers.”
Richard Power added: “We’ve seen great results at our Tottenham Court Road location and hope to build on this with the new London store. Coal Drops Yard is such a unique and vibrant retail area with a community of students, professionals, tourists, and locals, making it the ideal site for the brand to thrive.”
