The internationally renowned lifestyle brand, Søstrene Grene, has announced a brand-new central London flagship store that will open on Argyll Street, just off iconic Oxford Circus in spring 2025.
Søstrene Grene is a popular, Scandi-inspired lifestyle and homewares store, which has seen a huge expansion across the UK in recent years. Known for its affordable, unique items, fans of the brand can now expect a brand-new, two-storey flagship store set to open in one of London’s most famous shopping areas and closely located to Oxford Circus tube station, Argyll Street.
The retailer, which originated in Denmark, currently has over 45+ stores across England, Wales, Scotland and Northern Ireland and over 300+ globally in 17 international markets. The new London location is expected to be a key milestone and will join five other sites in the capital, including Tottenham Court Road and Coal Drops Yard in King’s Cross. There is also a brand-new Canary Wharf store expected to open during the summer.
Located just off Oxford Circus, the 441 m2, two- story unit will become the new UK flagship. The store will feature an interactive customer experience room as well as a room focussed on the senses – a totally new concept for the brand. Scheduled to launch in early 2025, an opening date will be announced very soon.
Mikkel Grene, CEO and co-owner of Søstrene Grene, comments: “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.”
What is Søstrene Grene and what do they sell?
Søstrene Grene is centred around the Danish notion of ‘hygge’ and offers a wide variety of homewares, soft furnishings, kitchen products, furniture, gifts, hobby crafts, seasonal decorations and children’s toys including “mini home” products.
The magic of the brand, however, is within their in-store shopping experience. The brand’s signature labyrinth store layout, wooden shelving, ambient lighting and classical music, alongside the sweet aromas of self-serve loose-leaf tea, all add to the immersive and relaxing feel of each store.
This has resulted in a dedicated following of shoppers in recent years, who enjoy the uniqueness of each store visit. Products such as their tapered candles from just 90p, highly popular traditional liquorice fudge and low-priced yarn and knitting tools enticed an initial ‘cult’ following, whilst its viral, trend-led collections have since ensured Søstrene Grene is cemented as a leading high street retailer in the UK.
UK Joint Venture Partners, Norma Jacob and Richard Power, who run Søstrene Grene stores across Northern Ireland, Southern England, Wales and Scotland, are excited to bring shoppers just off Oxford Circus a brand-new flagship store.
Norma Jacob, comments: “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!”
Richard Power adds: “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.”
The official launch date of Søstrene Grene, Argyll Street will be announced soon, opening spring 2025.
