Danish homewares brand Søstrene Grene is set to open its new UK flagship store on Argyll Street, London, on Friday, 28th March at 9:59am. Situated just steps from Oxford Circus, this store marks a significant milestone in the brand's expansion across the UK.
Bringing its Scandinavian-inspired homewares, furniture, lifestyle products, and crafts to the heart of London's shopping district, the new two-storey flagship will offer an immersive retail experience. The first 150 customers will receive a free large tufted rug (worth over £60) and a canvas tote bag filled with brand goodies. The event will feature live classical music and performances by Søstrene Grene's signature ballerinas.
Expanding presence in London
With over 300 stores worldwide and 45 UK locations, Søstrene Grene continues to strengthen its foothold in the capital. The Argyll Street flagship joins existing London stores in Tottenham Court Road and Coal Drops Yard, with an upcoming Canary Wharf location set to open by summer 2025.
Mikkel Grene, CEO and co-owner of Søstrene Grene, stated: 'This opening represents a new chapter for Søstrene Grene in the UK. We've always envisioned a flagship store in the heart of London, and being so close to Oxford Circus is a real pinch-me moment. Since opening less than 18 months ago, our Tottenham Court Road flagship has been a huge success, and we're excited to build on that momentum. We can't wait to share our products with even more people in one of the world's most iconic shopping destinations.'
New interactive shopping experience
The Argyll Street store will introduce an Experience Room and, for the first time, a Senses Room. Past Experience Rooms have encouraged creativity, such as writing Christmas wishes on paper stars. The new Senses Room is designed to engage all five senses, providing an immersive way to connect with the brand.
Norma Jacob, UK Joint Venture Partner, shared: 'We're absolutely thrilled to open our new flagship store on Argyll Street. This location offers a fresh and exciting way to experience Søstrene Grene, with a focus on creating an immersive shopping environment. The new Senses Room is an exciting addition, designed to enhance the store experience and invite customers to connect with our designs in a whole new way. We can't wait to welcome visitors to explore this unique space.'
Richard Power, UK Joint Venture Partner, added: 'The response to our London stores has been fantastic, and this new flagship on Argyll Street is a major step forward in our growth across the city. With this new location, we're expanding our presence in London and offering a fresh perspective on the Søstrene Grene shopping experience. We're excited to see this new chapter in our London journey come to life.'
The new Søstrene Grene flagship store on Argyll Street officially opens Friday, 28th March at 9:59am.
More information:
Søstrene Grene
[email protected]
www.sostrenegrene.com