Søstrene Grene is a family-owned Danish retail chain that started life in 1973 in Aarhus, Denmark. From the beginning, the retailer has curated products defined by aesthetics, quality and reasonable prices - values that continue to sit at the heart of Søstrene Grene today. Since then, the business has grown into an international retailer and is on track to reach 500 stores across 17 countries in Europe by 2027.
We sat down with Tim Grunnet Griggs, International Real Estate Director at Søstrene Grene, to learn more about the retailer’s growth trajectory and where GRO Retail fits in their UK growth story. ↓
Søstrene Grene has witnessed strong growth recently. What do you think have been the key drivers for this?
We believe our growth comes from offering much more than affordable products. At Søstrene Grene, we’re aiming to deliver a shopping experience that appeals to the senses, while ensuring our customers never pay more than necessary for our products.
Can you tell us about your physical store network in the UK and your growth strategy for 2026 and beyond?
We are aiming for 100 UK stores by 2027. We currently operate 67 UK stores, with our two most recent openings in November 2025 in Inverness and Stockport. This year alone, we will have opened 22 stores in the UK and more than 60 across all markets. Looking ahead, 2026 is shaping up to be equally exciting. Our first confirmed opening next year will be at Angel Central in Islington, with many more in the pipeline.
Which types of UK locations are you seeking and why?
Our store concept works well in both high-street settings and shopping centres. When searching for new locations, we prioritise spaces that fit the Søstrene Grene aesthetic and offer strong customer footfall - such as major shopping streets and malls. We typically look for units between 250 and 350 m² (plus stock room) to fully present our store concept.
How are you balancing eCommerce with physical store growth?
Our priority is ensuring that whether customers visit a Søstrene Grene store or engage with us online, they experience the same distinctive Søstrene Grene feeling. This consistency is a focus across all channels, markets and regions. Most of our product assortment is shared across channels, although we do offer some online-exclusive items, mainly furniture.
Are you seeing any specific challenges or trends in the UK compared to other European markets?
One of the key challenges is business rates, which are unique to the UK, as well as comparatively high building costs. Across all markets - including the UK - we see customers valuing the in-store experience, Scandinavian design and affordable pricing.
Earlier this year, we reported a record 31% increase in turnover. The UK contributed significantly to this, with 130% growth driven by new store openings and other factors.
Tell us about your presence at GRO Retail’s Autumn 2025 event. What did you take away?
Both of our Real Estate Directors typically attend GRO Retail, along with our UK agent. The event provides a valuable opportunity to meet landlords and retailers in person and to gauge market sentiment. Retail is fast-moving and dynamic, so staying close to the market is essential.
You won GRO’s Retailer Growth Excellence Award at the Autumn event. What did that mean to you?
As an overseas retailer, winning this award is especially meaningful. It takes considerable effort to break into an established market. With ambitious UK expansion plans, this kind of recognition keeps our concept top-of-mind and increases the opportunities available to us in the year ahead.
Why is a dedicated retail property event like GRO Retail valuable?
Retail property is a highly relationship-driven industry. Building and maintaining strong connections remains essential for a successful - and fast - expansion programme. The setting and hospitality at GRO also create a productive environment for business.
You took part in SOAPBOX in 2022, prior to your rapid UK expansion. What was the experience like, and what advice would you give to brands considering it?
We were grateful for the opportunity to speak at SOAPBOX. At the time, we had just six UK stores, so it was important for us to raise awareness of the Søstrene Grene concept. For brands looking to expand their UK footprint, SOAPBOX is an excellent platform for visibility and connection.
What do you hope 2026 holds for the brand, and what retail trends do you expect in the year ahead?
We will end 2025 with 381 stores across 17 markets, and we are targeting 500 stores by 2027 - meaning 2026 will be another year of significant expansion. We aim to surpass our 2025 growth and move closer to our goal of 100 UK stores by 2027.
To reach 500 stores, we are entering new markets. In 2026, we will expand into Italy and Poland, which we see as high-potential markets, and we will launch in Spain as an eCommerce-only market. Looking ahead, we believe that an emphasis on shopping experience will be key. Retailers that create a memorable and meaningful experience will continue to stand out.
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