On 28 March at 9:59am, Danish homewares brand, Søstrene Grene, will open its new UK flagship store on Argyll Street, London.
Located just steps away from Oxford Circus, the store marks a major milestone in the brand’s UK expansion.
Bringing its signature Scandinavian-inspired designs to the streets of Soho, Søstrene Grene’s new two-storey flagship will offer a curated selection of affordable homewares, furniture, lifestyle products and craft essentials. Just moments from Oxford Circus station, the store’s central location puts the brand at the heart of London’s shopping scene.
To mark the occasion, the first 150 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 goodies. Guests will get to explore the brand’s latest collections whilst enjoying refreshments and live performances by a classical string trio and the brand’s signature ballerinas.
Originating in Denmark, Søstrene Grene now has over 300 stores globally, with more than 45 locations across the UK. The new Argyll Street store adds to Søstrene Grene’s growing presence in London, joining established sites such as Tottenham Court Road and Coal Drops Yard in King’s Cross.
With plans to open a new store in Canary Wharf by summer 2025, Søstrene Grene continues to expand its footprint in the capital, bringing its Scandinavian designs to a wider audience.
Mikkel Grene, ceo and co-owner of Søstrene Grene, commented: “This opening represents a new chapter for Søstrene Grene in the UK. We’ve always envisioned a flagship store in the heart of London, and being so close to Oxford Circus is a real pinch-me moment.
“Since opening less than 18 months ago, our Tottenham Court Road flagship has been a huge success, and we’re excited to build on that momentum. We can’t wait to share our products with even more people in one of the world’s most iconic shopping destinations.”
The new store will introduce both an experience room and for the first time, a senses room. Previous experience rooms have encouraged customers to get creative – whether by drawing on the walls or writing Christmas wishes on paper stars. The senses room is a new concept for Søstrene Grene, designed to engage all five senses in an immersive and interactive shopping experience. Argyll Street will be the first store to introduce this feature, offering visitors a unique way to engage with the brand.
UK joint venture partners, Norma Jacob and Richard Power, who run Søstrene Grene stores across Northern Ireland, Southern England, Scotland and Wales, are excited to bring shoppers just off Oxford Circus a brand-new flagship store.
Norma commented: “We’re absolutely thrilled to open our new flagship store on Argyll Street. This location offers a fresh and exciting way to experience Søstrene Grene, with a focus on creating an immersive shopping environment. The new senses room is an exciting addition, designed to enhance the store experience and invite customers to connect with our designs in a whole new way. We can’t wait to welcome visitors to explore this unique space.”
Richard added: “The response to our London stores has been fantastic, and this new flagship on Argyll Street is a major step forward in our growth across the city. With this new location, we’re expanding our presence in London and offering a fresh perspective on the Søstrene Grene shopping experience. We’re excited to see this new chapter in our London journey come to life.”
Søstrene Grene’s new flagship on Argyll Street, London, will officially open on Friday, 28 March at 9:59am.
