Danish retail chain Søstrene Grene will open the doors to its central London flagship later today as part of its rapid expansion across the UK.
The 5,000 sq ft unit on Tottenham Court Walk is stocked with the Scandi brand’s extensive range of homewares, crafts, stationery, kitchenwares and children’s toys in its signature maze store layout.
The two-storey shop is Søstrene Grene’s largest UK store and features its ‘experience room’ concept, a dedicated space where customers can interact with changing seasonal displays.
It also includes a large space dedicated to the retailer’s extensive tea collection, where visitors can purchase pre-packed tea or choose their own at the pick-and-mix style stations.
Throughout the store, customers are met with signs sharing stories about Anna and Clara – two fictional sisters the brand revolves around.
Creative director and co-owner Cresten Grene said the shop layout mimicked that of the brain – with the right side of the store bringing Anna’s personality to life with the focus on creativity and crafts, while the left side pays homage to Clara’s practical and organised tendencies.
The opening is part of the brand’s rapid expansion plans to open 100 new stores across the UK by 2030.
Søstrene Grene chief executive Mikkel Greene said: “The launch of our first central London store on Tottenham Court Road…is a landmark opening for the business and we couldn’t be more excited to be expanding the world of Søstrene Grene across the UK.”
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