Danish homeware brand Søstrene Grene is set to open its highly anticipated new flagship store on Argyll Street, near Oxford Circus, on 28th March. The two-storey store will offer an extensive range of homewares, furniture, lifestyle products, and arts and crafts, all inspired by Scandinavian design.
The new store will feature both an ‘Experience Room’ and, for the first time, a ‘Senses Room.’ The innovative Senses Room aims to engage all five senses, offering customers an immersive and interactive shopping experience. This new concept promises to take the Søstrene Grene experience to the next level, inviting shoppers to fully connect with the brand’s designs in a fresh and exciting way.
Søstrene Grene, which originated in Denmark, now operates over 300 stores worldwide, including more than 45 in the UK. The opening of the Argyll Street flagship marks another step in the brand’s expansion across London, joining existing locations such as Tottenham Court Road and Coal Drops Yard in King’s Cross. The brand is already planning further growth, with a new store opening in Canary Wharf expected by summer 2025.
Mikkel Grene, CEO and Co-Owner of Søstrene Grene, expressed his excitement about the new store: “This opening represents a new chapter for Søstrene Grene in the UK. We’ve always dreamed of having a flagship store in the heart of London, and being so close to Oxford Circus feels surreal. Our Tottenham Court Road flagship has been a huge success in under 18 months, and we’re thrilled to build on that momentum.”
With its prime location near one of London’s busiest shopping areas, the new store is set to become a major destination for homeware and lifestyle lovers. Søstrene Grene’s continued success in the UK reflects the growing demand for its unique Scandinavian-inspired designs, and the brand is excited to share its products with even more customers in one of the world’s most iconic retail destinations.
