Danish lifestyle retailer Søstrene Grene is set to expand its UK footprint with a new store opening in Wimbledon this summer. The upcoming location, situated in the heart of the area’s shopping district, will offer the brand’s signature blend of Scandinavian-inspired homewares and its calming retail concept to shoppers in Southwest London.
The Wimbledon store is the latest in a series of openings for the brand in the capital, joining a growing number of London locations. Each store is tailored slightly to reflect local characteristics, while staying true to Søstrene Grene’s overall identity. Visitors can expect a wide-ranging product line, including homeware, kitchen accessories, furniture, craft supplies, and toys, as well as regularly updated collections to reflect seasonal trends.
A dedicated children’s section will feature the brand’s ‘mini home’ collection, alongside a selection of gifts, stationery, party supplies and wrapping essentials. The emphasis on simplicity, functionality, and comfort aligns with the Danish concept of ‘hygge’, which remains central to the shopping experience.
Mikkel Grene, CEO and Co-owner of Søstrene Grene, said: “Wimbledon is an exciting next step in our London expansion. It’s a vibrant area with a strong local identity, and we see real opportunity to connect with customers looking for both quality and calm in their shopping experience. We’re proud to keep growing our presence in the capital and to introduce more people to the world of Søstrene Grene.”
The company, which currently operates more than 300 stores across 17 markets, aims to open 100 new UK locations by 2027 as part of its broader expansion plans.
In the UK, Søstrene Grene stores in regions including Northern Ireland, Wales, Scotland, and southern England are operated by UK Venture Partners Norma Jacob and Richard Power. Both see Wimbledon as a natural fit for the brand’s ethos and customer appeal.
“Wimbledon is a place where people value both quality and character and that aligns perfectly with what Søstrene Grene offers,” said Norma Jacob. “Every new store is a chance to shape something special for the local community, and we’re excited to bring our unique shopping experience to this part of London. We’ve seen a fantastic response across the city so far and we believe Wimbledon will be no exception.”
Richard Power added: “One of the things that makes Søstrene Grene’s London presence so strong is the variety of its locations, from central flagships to local neighbourhood stores like Wimbledon. Each one plays a different role, and that mix helps us create real connections with customers across the city.”
An official opening date for the Wimbledon store is yet to be confirmed, though the launch is scheduled for summer 2025.
