Søstrene Grene to open flagship store at Oxford Circus
Søstrene Grene is continuing its UK expansion with the opening a new central London store this spring.
Situated in Argyll Street, just off Oxford Circus, the 441 square metre space will become the lifestyle and homeware brand’s new UK flagship.
The store will feature an interactive customer experience room as well as a room focused on the senses, which is a new concept for the brand.
Originating in Denmark, Søstrene Grene currently has over 45 stores across England, Wales, Scotland and Northern Ireland and over 300 in 17 international markets.
Never Miss a Retail Update!The new London location will join five other sites in the capital, including Tottenham Court Road and Coal Drops Yard in King’s Cross. There will also be a new store opening in Canary Wharf this summer.
Mikkel Grene, chief executive and co-owner of Søstrene Grene, said: “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.”
Søstrene Grene is centred around the Danish notion of ‘hygge’ and offers a range of homewares, soft furnishings, kitchen products, furniture, gifts, hobby crafts, seasonal decorations and children’s toys including “mini home” products.
The brand’s stores in Northern Ireland, Southern England, Wales and Scotland are run by its UK joint venture partners, Norma Jacob and Richard Power.
Jacob said: “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.”
Power 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.”
