A Scandinavian homeware brand is opening its first East Anglian branch in the heart of Norwich later this year.

Søstrene Grene is a Danish retailer with more than 275 stores across 16 countries and it was founded in 1973. 

The company is now expanding into the east of England with a store at 15-17 London Street, in the former home of Jarrolds Intersport and the Canaries Fan Hub.

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Søstrene Grene offers an ever-changing assortment of homewares and hobby and craft items.

Eastern Daily Press: Inside a Sostrene Grene store, which is expanding into East AngliaInside a Sostrene Grene store, which is expanding into East Anglia (Image: Sostrene Grene)

This includes furniture and interiors, home decor, kitchenware, party items, school and office accessories, toys and “mini home” products for children. 

It also celebrates the Danish notion of ‘hygge’ – a special state of contentment, warmth and belonging.

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This translates into the shopping experience with a labyrinth store layout, subdued lighting and classical music.

Mikkel Grene, CEO and co-owner of Søstrene Grene said: “We are really looking forward to continuing our expansion throughout the UK in 2024 and welcoming the residents of Norwich into the wonderful world of Sostrene Grene.”

UK Joint Venture Partners, Norma Jacob and Richard Power, run the stores across Northern Ireland, Scotland, the south of England, and now, East Anglia.