Scandi-inspired lifestyle retailer Søstrene Grene will be opening its fifth London store near Oxford Circus this Spring, joining other Søstrene Grene stores in the capital to include Tottenham Court Road and Coal Drop’s Yard in King’s Cross.
The new two-storey flagship Argyll Street store is part of Søstrene Grene’s plans to open 100 new stores by 2030, with another new store scheduled to open in Canary Wharf in the summer.
Meanwhile, the new Argyll Street outlet will cover 441sq m and is set to feature new store concepts including an interactive customer experience room and a room focused on the senses.
“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,” enthuses Søstrene Grene’s group ceo and co-owner, Mikkel Grene.
UK joint venture partners, Norma Jacob and Richard Power, who run stores across Northern Ireland, Southern England, Wales and Scotland, are excited to bring shoppers to Oxford Circus.
“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,” comments Norma Jacob. “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.”
Adds Richard Power: “The new store on Argyll Street 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.”
Founded in the Danish city of Aarhus in 1973 by the Grene family, Søstrene Grene, (which means Grene sisters), remains a family-led business under the leadership of Mikkel, who became group ceo and co-owner in 2011.
The concept of the brand revolves around the story of two fictitious sisters, Anna and Clara Grene, who “create small, bright differences” to everyday life, with the inspiration for the sisters taken from the Grene family itself.
With over 300 stores across 17 countries and online shops in 14 markets, the Danish brand has established a strong international presence and is setting ambitious goals for the UK – where it currently has 45 stores.
