The family -owned household goods dealer Søstrene Grene is followed by a number of Nordic invaders in the hope of reviving the British main street, and increasing in retail areas that are emptied by pandemic and living costs.
The Danish retailer, who now has 47 of its market -like shops in Great Britain and aimed at 100 by 2027, will be the larger Nordic household goods dealer Ikea in the center of London after he will only open a few meters from Ikeas New Oxford Street Flagship in Ikea from the New Oxford Street, which is scheduled to open in May.
The arrival of Ikea and Søstrren Grene at central locations could help to rebuild trade with some of the leading high -roads of Great Britain and beyond. The Swedish furniture dealer has already said his intention to open more business in the city center after he bought a shopping center in Brighton in 2022 in Hammersmith, West London, where he is to be opened later this year. The rival flying Tiger Copenhagen came to Great Britain in 2005 and now has more than 100 shops across Great Britain.
Søstrene Grene heard and will be assembled by two brothers, Mikkel and Cresten Grene, and whose parents in 1973 in Aarhus. It is named after her mother's aunts – Anna and Clara – who still inspire some of the exhibitions and products today.
The retailer offers a number of stunning products from different products, from small chairs and notebooks to candles, knitting wool and art materials, all of which are arranged in a colorful labyrinth of wooden shelves with artistic displays such as hidden rooms or cupboards to attract the eye.
The brand plans to open at least 20 shops this year after opening a similar number last year because it increases expansion after more than a decade of the experiment to crack the British market.
Mikkel Grene says: “When we started here, the rents were really too high and we went back to Denmark and forgot it, then Covid came and then there was Brexit and the prices went back to rent and we started talking to landlords.”
While many abroad in London begin, Søstrene Grene opened his first British business in Nottingham and has more shops outside the capital – in places such as Derby, Sheffield, Wakefield, Telford and Newbury – than within the M25.
According to Grene, the retailer was welcomed by buyers in many places, since the city center is “completely empty” and “still invests in the construction of beautiful shops, while many retailers are trying to reduce the costs”.
He says: “The locals are very excited that shops return to their cities and new concepts, and we are warmly welcomed.”
He says the business uses its social media presence to collect buyers so that other retailers and cafés feel nearby. “There are many balls in our shops and that helps other retailers.”
This is the new lightness when looking for locations for its business. The company has its goal to meet 100 business for up to three years, progresses and now expects to go beyond this number.
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According to Grene, the British are among their top editions. New buyers find the brand a cheaper option during the cost of living to find their smaller transmission items such as pillows or candles to update their houses without output for a new sofa or kitchen cabinet.
The focus of the brand on natural materials-to-woven baskets or wooden brushes from which many were sold in the chain of their earliest days also play as desired to reduce plastic.
The lively trade helps to compensate for the fact that property taxes that are known as business rates are much higher in Great Britain than somewhere else.
“It's definitely a bad idea,” says Grene. “It is an incredibly high level and that kills many retail stores.”
He says the brand carefully chooses its business because not all European progress in Great Britain was successful. The Sweden Clas Ohlson closed his last British business in 2019. The Dutch brand Hema, which runs Søstrene Grene and Tiger a similar market style, decided to close its six British business in 2021.