This summer, Danish lifestyle brand Søstrene Grene will continue its UK expansion with a brand-new store opening in Wimbledon. Known for its Scandinavian-inspired design, affordable homewares and signature sense of ‘hygge’, the much-loved brand is bringing its calming, curated retail experience to Southwest London.
The new store will join Søstrene Grene’s growing presence in London, with each location offering a slightly different take on the brand’s distinctive shopping experience. Located in the heart of Wimbledon’s shopping district, it will bring a curated selection of Scandi-style interiors to the area.
Shoppers can expect a wide range of products, including homewares, kitchen accessories, furniture, craft supplies, gifts and toys, with new arrivals landing each week to keeping the feeling fresh and seasonal. The store will also feature the brand’s popular ‘mini home’ collection for children, as well as everything from party supplies to stationery and wrapping.
Mikkel Grene, CEO and co-owner of Søstrene Grene, comments: “Wimbledon is an exciting next step in our London expansion. It’s a vibrant area with a strong local identity, and we see real opportunity to connect with customers looking for both quality and calm in their shopping experience. We’re proud to keep growing our presence in the capital and to introduce more people to the world of Søstrene Grene.”
With more than 300 stores across 17 markets, the global footprint continues to grow alongside ambitious UK expansion plans, including opening 100 new stores by 2027.
UK Venture Partners, Norma Jacob and Richard Power, run Søstrene Grene stores across Northern Ireland, Wales, Scotland and the South of England.
Norma Jacob comments: “Wimbledon is a place where people value both quality and character and that aligns perfectly with what Søstrene Grene offers. Every new store is a chance to shape something special for the local community, and we’re excited to bring our unique shopping experience to this part of London. We’ve seen a fantastic response across the city so far and we believe Wimbledon will be no exception.”
Richard Power adds: “One of the things that makes Søstrene Grene’s London presence so strong is the variety of its locations, from central flagships to local neighbourhood stores like Wimbledon. Each one plays a different role, and that mix helps us create real connections with customers across the city.”
The official launch date of Søstrene Grene, Wimbeldon, will be announced soon, opening summer 2025.
