Søstrene Grene is set to open its first store in central London as part of its ambitious UK expansion plans.
The retailer will open its biggest UK store yet on Tottenham Court Walk this winter, following the brand’s store openings in Greater London earlier this year.
The 5,000 sq ft store spans two floors and will stock sustainable home decor, craft and hobby products, as well as furniture lines in its “signature labyrinth” layout.
The retailer says the move, and its target of 100 UK store openings by 2023, is part of its ambition to make the brand a household name in Britain.
With over 275 company-owned and franchise stores in Europe, Søstrene Grene entered the UK market in 2016 and has since been rapidly expanding across England, Scotland and Northern Ireland.
CEO and co-owner Mikkel Grene said: “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 partner Norma Jacob said: “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, also a UK joint venture partner, 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.”
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