Danish brand Søstrene Grene brings hygge-inspired lifestyle to three new Scottish stores

The Danish brand known for its hygge-inspired homewares has announced the opening of three new stores in Scotland.

Søstrene Grene has revealed future expansion plans, including openings in Aberdeen, Edinburgh and Glasgow, scheduled for later this year.

The family-owned brand currently has more than 285 stores worldwide and aims to open 500 stores worldwide by 2027.

Søstrene Grene says its products “proudly” represent the Danish concept of “hygge” through in-store experiences and comfortable products.

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With upcoming Scottish openings, the brand will also continue to roll out its new store model, Retail for the Senses, a shopping experience designed to evoke the senses.

The concept of this model is to “create a relaxing and free journey for customers by incorporating a maze-like store layout, subdued lighting, and classical music.”

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The new stores in Scotland are located in Aberdeen’s Bon Accord Shopping Centre, Edinburgh’s Waverley Market and Glasgow’s Buchanan Street, joining the already popular St Enoch Center store.

The brand offers a carefully selected “budget-friendly” selection of Scandinavian homewares, home decor, kitchenware, furniture, gifts, crafts, and children’s toys, including “mini home” products.

Norma Jacob, who runs Søstrene Grene stores in Northern Ireland, the south of England and Scotland, said: “Following the success of our current store in Glasgow, we are now expanding into Scotland with Aberdeen, Edinburgh and a second store in Glasgow. I’m excited to announce it.”

Mikkel Gröne, CEO and co-owner of Söstrene Gräne, said:

“The new store leverages our ‘Retail for the Senses’ concept to offer our customers a ‘Hygge’ shopping experience with a great selection.”

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