Søstrene Grene has announced plans to open a new UK flagship store on Argyll Street in Central London, just off Oxford Circus, in spring 2025. This opening marks a significant expansion for the Scandinavian-inspired lifestyle brand, which has seen rapid growth across the UK in recent years.
The new two-storey, 441m² store will be the first of its kind in London, featuring an interactive customer experience room and a dedicated sensory space—a completely new concept for the brand. This location joins five other London stores, including Tottenham Court Road and Coal Drops Yard in King’s Cross, with an additional Canary Wharf store set to open later in the year.
A growing presence in the UK
With over 45 stores across England, Wales, Scotland, and Northern Ireland, and more than 300 stores worldwide, Søstrene Grene has established itself as a leading high-street retailer. The brand is known for its affordable homeware, soft furnishings, kitchen products, and seasonal décor, all inspired by the Danish concept of ‘hygge’.
Mikkel Grene, CEO and co-owner of Søstrene Grene, shared his excitement about the new store:
“We are delighted to announce the launch of a brand-new flagship store in the UK. It has been a dream for both me and my family to have a central London store just off Oxford Circus, and it’s an incredible milestone that we’ll see this come to fruition in 2025 with this opening.”
An immersive shopping experience
Søstrene Grene is well known for its unique in-store experience, featuring a labyrinth-style layout, wooden shelving, ambient lighting, and classical music, creating a relaxing, immersive atmosphere. The new flagship store will enhance this with interactive elements and a curated product selection, offering shoppers an engaging and sensory-led retail experience.
Norma Jacob, UK Joint Venture Partner for Søstrene Grene, commented on the launch:
“As we prepare for a busy 2025, with plenty of openings in the pipeline all over the UK, the Argyll Street store is set to be a very special one. One we think fans of the brand will be very excited by as we plan plenty of exciting design aspects and merchandising across the space!”
Richard Power, fellow UK Joint Venture Partner, added:
“Customers can expect a beautiful new store on Argyll Street that will add to the great offering available around Oxford Circus and surrounding areas. Joining our growing list of London locations, this is certainly a landmark opening for the brand and one we’re really looking forward to.”
The official opening date for the Argyll Street store will be announced soon.
