Danish homeware retailer Søstrene Grene is set to challenge IKEA's dominance in the UK with plans to open 100 stores by 2027. The company made its UK debut in London's Tottenham Court Road in December 2023, followed by a flagship on Oxford Circus. It now has five London locations and is accelerating its presence with three new summer openings in Canary Wharf, Harrogate, and Stirling.
This year, Søstrene Grene will launch an initial wave of 60 new UK stores as part of a wider European expansion. Already operating over 330 outlets across 17 countries, the retailer aims to reach 500 European stores by 2027. In Britain, doubling its footprint to around 100 branches is central to the strategy.
The brand is known for Scandinavian-inspired designs, a sensory shopping experience, and weekly new product releases. Its range includes furniture, kitchen items, hobby supplies, party supplies, gift wrapping, stationery, children's interiors, toys, and seasonal items.
To support rapid scaling, Søstrene Grene is investing £36 million in logistics infrastructure. A 45,000-square-metre automated distribution centre is under construction in the Netherlands to streamline supply chains and ensure consistent stock as demand grows. The company also plans to expand ecommerce operations and enter two additional European markets next year.
For the year ending April 2024, pre-tax profit rose 15% to £24 million. Group CEO Mikkel Grene said British shoppers have embraced the concept enthusiastically, reporting strong footfall and demand for new locations even where other retailers are retreating. He emphasised commitment to physical retail, stating: 'We’re making long-term investments because we believe in the continued relevance of physical retail - especially when it delivers a meaningful customer experience and emotional connection.'
