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Søstrene Grene, the esteemed Danish homewares and hobby brand, has unveiled plans to open a flagship store in Central London. This development is part of the company’s aggressive strategy to launch 100 new stores across the UK by the end of the decade.

Set to open its doors this winter, the new store will be the largest Søstrene Grene outlet in the UK. Occupying a 5,000-square-foot space on Tottenham Court Walk, the store is conveniently situated near the well-known Tottenham Court Road. This two-story flagship establishment signifies Søstrene Grene’s first foray into Central London, following successful openings in Wandsworth and Kingston-upon-Thames earlier this year.

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Since its UK introduction in 2016, Søstrene Grene has garnered attention for its affordable, Scandinavian-inspired home goods. With a network of over 275 stores throughout Europe, the brand has already made a considerable international impact and has set ambitious targets for the UK market. The brand’s unique labyrinthine store layout will be a new feature for London shoppers, as Søstrene Grene continues its UK expansion.


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Founded in 1973 by the Grene family, the brand’s legacy is now carried forward by Mikkel Grene, who took over as CEO and co-owner in 2011. Mikkel Grene expressed his excitement, stating, “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 manage Søstrene Grene stores in Northern Ireland, Southern England, and Scotland, shared their anticipation for the upcoming store.

Norma Jacob commented: “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 added: “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.”

Søstrene Grene is also actively exploring avenues to rejuvenate empty retail spaces across the UK. This initiative presents a promising opportunity for high streets and shopping centres, especially given the brand’s proven ability to attract a large customer base eagerly awaiting new store openings.

For inquiries about potential Søstrene Grene locations in the UK, interested parties can reach out to the UK Real Estate Director, Mrs. Mette Vestergaard Jacobsen, at mette.jacobsen@sostrenegrene.com.

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