A popular home decor chain referred to as ‘little Ikea’ by customers is set to expand its presence in the UK by opening more stores. Søstrene Grene, a family-owned brand that introduced its first store in Britain in 2016, has gained a devoted following for its Scandinavian-inspired design approach and diverse range of homeware, kitchen products, gifts, and stationery.
The store layout, reminiscent of Ikea and Flying Tiger in Copenhagen, guides customers through a labyrinthine path, encouraging leisurely exploration before they reach the checkouts. The retailer has already welcomed shoppers at 47 new locations this year, with a significant focus on the UK and Germany. Looking ahead, the brand aims to launch an additional 20 stores by the end of 2025, with plans to have around 100 stores in Britain by 2027.
The company’s decision to expand comes on the heels of strong performance, especially in the UK, where revenues have surged by an impressive 130% year-on-year. Additionally, Søstrene Grene is investing in a new £36 million distribution center in the Netherlands spanning 445,000 square meters.
Mikkel Grene, the group CEO and co-owner of Søstrene Grene, expressed pride in the brand’s recent achievements, citing exceptional growth and solid results despite substantial investments and structural changes. The UK market has been a key driver of growth, with a remarkable response from British consumers, particularly during the record-breaking Christmas season.
While many high street stores are facing closures, Søstrene Grene’s expansion stands out. Poundland has been shutting down outlets, with four closures in October alone, and several other major brands are also reducing their presence across the UK. JD Sports reported a decline in like-for-like sales, emphasizing the challenging retail environment. Despite uncertainties, JD Sports remains focused on financial discipline and cost management to navigate the evolving market conditions.