Amid continued economic uncertainty and challenging trading conditions across the UK retail sector, Danish lifestyle and homewares brand Søstrene Grene is pressing ahead with an ambitious expansion strategy, reaffirming its confidence in physical retail and the British consumer.
While many retailers scale back in the face of declining footfall and shifting consumer behaviours, Søstrene Grene is taking a different path. The family-owned brand plans to double its UK footprint by 2027, targeting 100 stores nationwide. This year, that expansion continues with three new store openings confirmed for summer 2025 in Harrogate, Canary Wharf and Stirling.
The move comes as part of a broader growth strategy across the continent, with Søstrene Grene planning 60 new store openings in 2025 alone. The brand currently operates over 330 stores in 17 European markets.
“Customers in the UK have responded incredibly positively to the Søstrene Grene concept,” says Group CEO and co-owner Mikkel Grene. “We continue to see strong footfall, high levels of engagement, and real appetite for new locations – even in areas where other retailers are pulling back. It gives us confidence not only to expand, but to do so in a way that supports and complements local high streets.”
The brand attributes its continued performance to a differentiated retail model that combines affordability with Scandinavian design-led appeal. Its stores are designed as calm, maze-like spaces that encourage slow browsing and discovery, with a regularly refreshed product range that spans homewares, kitchen items, stationery, gifts, and seasonal collections — all curated through the lens of simplicity and the spirit of hygge.
To support this next phase of growth, the business is also making significant investments in infrastructure. A new 45,000-square-metre automated logistics centre is currently under construction in the Netherlands, forming part of a £36 million logistics upgrade programme set for completion by 2028. At the same time, Søstrene Grene is expanding its e-commerce capabilities and rolling out SAP across its global operations to underpin scalable, efficient growth.
“We’re making long-term investments because we believe in the continued relevance of physical retail – especially when it delivers a meaningful customer experience and emotional connection,” adds Grene. “We see an opportunity to bring something different to the UK high street, at a time when fresh thinking is needed.”
Alongside UK growth, Søstrene Grene is also assessing new markets across Europe, with more territories under consideration for entry in 2026. Its e-commerce presence is also expected to grow from 15 to 17 markets by 2026, with the brand also exploring webshop-only models for select countries.
Founded in Aarhus in 1973, Søstrene Grene now operates over 330 stores across 17 European markets. The brand remains focused on creating calm, design-led retail environments that resonate with customers seeking moments of pause and discovery.
As the UK high street continues to evolve, Søstrene Grene’s growth strategy reflects a measured but confident belief in experience-led retailing and a continued commitment to high street presence.
