Søstrene Grene is set to open its latest London store in Wimbledon on Friday 4th July at 9:59am. Located at 51 The Broadway, the new store will bring the brand’s signature Scandinavian design, ever-changing seasonal collections and calm, curated shopping experience to the heart of Southwest London.
Joining Søstrene Grene’s growing network of London locations, the Wimbledon store will offer a thoughtfully curated selection of homewares, kitchen accessories, furniture, gifts, craft supplies and more. Shoppers can also explore the brand’s popular ‘mini home’ collection for children, with new arrivals landing each week to keep the store feeling fresh and inspiring.
To mark the occasion, the first 100 customers through the doors will receive a voucher for a free large, tufted rug worth over £60, along with a canvas tote bag filled with Søstrene Grene goodies. Guests will get to explore the brand’s latest collections whilst enjoying refreshments and live performances by a classical string duo and the brand’s signature ballerinas.
The store’s opening window will pay tribute to Wimbledon’s iconic tennis season with a limited-time display celebrating British summer traditions, styled using seasonal products selected especially for this location
Wimbledon marks Søstrene Grene’s 50th UK store and the latest step in the brand’s continued London expansion. It follows the opening of the new Argyll Street flagship earlier this year and joins an established line up of locations across the capital, from Tottenham Court Road to Coal Drops Yard. With more London stores on the horizon, the brand’s calming, design-led shopping experience is reaching more customers than ever.
Embracing the traditional Danish concept of ‘hygge,’ the store’s atmosphere is designed to evoke feelings of warmth and comfort. A combination of soft lighting, classical music and a gently winding layout help to create a cozy, immersive shopping experience.
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.
Mikkel Grene, CEO and co-owner of Søstrene Grene, comments: “Opening our 50th store in Wimbledon is a milestone we’re incredibly proud of and a testament to the strong connection people in London have with our brand. Wimbledon’s vibrant community and unique character make it an ideal location to share our Scandi-inspired products and calming shopping experience. We’re excited to welcome both new and loyal customers to explore what Søstrene Grene has to offer and continue growing our presence in the capital.”
UK Venture Partners, Norma Jacob and Richard Power, who run Søstrene Grene stores across Northern Ireland, Southern England, Scotland and Wales.
Norma Jacob, comments: “Opening in Wimbledon means bringing Søstrene Grene’s unique blend of simplicity and creativity to a community that truly appreciates both. We’re offering more than just products; it’s about creating a space where customers can find inspiration and a moment of calm in their busy day. Wimbledon’s character fits perfectly with what we stand for and we’re excited to connect with the local community through every visit.”
Richard Power adds: “We’re thrilled to bring Søstrene Grene to Wimbledon, adding to our growing presence across London with a store that reflects the neighbourhood’s vibrant spirit. Launching during the famous tennis season gives the opening an extra buzz and we can’t wait to welcome both local shoppers and visitors to discover our calm, design-led experience in the heart of this lively community.”
The official Grand Opening of Søstrene Grene, Wimbledon will take place on 51 The Broadway, Friday 4th July at 9:59am.
