We were given a first look inside as a Scandinavian brand gears up to open its first East Anglian store in Norwich. 

Danish homeware and lifestyle retailer Søstrene Grene launches at 15-17 London Street on Friday, May 10 at 10am.

The first 100 customers get a voucher for a free rug worth £60 and a canvas tote bag filled with goodies.

Eastern Daily Press: Sostrene Grene opens on May 10 at 15-17 London Street in Norwich Picture: Denise BradleySostrene Grene opens on May 10 at 15-17 London Street in Norwich Picture: Denise Bradley (Image: Newsquest)

READ MORE: Why was this colourful double act at Norwich Station?

Søstrene Grene sells Scandi-inspired homewares, including soft furnishings, kitchen products, furniture, gifts, hobby and craft items, seasonal decorations, children’s toys and “mini home" products.

UK Joint Venture Partners, Norma Jacob and Richard Power, run Søstrene Grene stores across Northern Ireland, southern England, Scotland and now East Anglia.

Eastern Daily Press: Vanessa Scollay, store manager, inside Sostrene Grene in Norwich Picture: Denise BradleyVanessa Scollay, store manager, inside Sostrene Grene in Norwich Picture: Denise Bradley (Image: Newsquest)

READ MORE: New collab bringing burgers and hot dogs to Norwich bar

Mr Power said: "The Søstrene Grene in-store experience is truly unique, offering an enjoyable shopping environment for customers to explore the diverse and affordable product range.

"We look forward to greeting the people of Norwich at our grand opening." 

The opening times are Monday to Saturday 9am-7pm and Sundays 10.30am-4.30pm. 

With more than 285 stores worldwide, Søstrene Grene aims to open 100 branches in the UK by 2030 and reach 500 globally by 2027.

Eastern Daily Press: Inside the new Sostrene Grene store in Norwich Picture: Denise BradleyInside the new Sostrene Grene store in Norwich Picture: Denise Bradley (Image: Newsquest)

Eastern Daily Press: (L-R) Elodie Reeves, visual merchandiser, and Vanessa Scollay, store manager, inside Sostrene Grene in Norwich Picture: Denise Bradley(L-R) Elodie Reeves, visual merchandiser, and Vanessa Scollay, store manager, inside Sostrene Grene in Norwich Picture: Denise Bradley (Image: Newsquest)

Eastern Daily Press: Inside the new Sostrene Grene store in Norwich Picture: Denise BradleyInside the new Sostrene Grene store in Norwich Picture: Denise Bradley (Image: Newsquest)

Eastern Daily Press: Inside Sostrene Grene in Norwich Picture: Denise BradleyInside Sostrene Grene in Norwich Picture: Denise Bradley (Image: Newsquest)

Eastern Daily Press: Inside Sostrene Grene in Norwich Picture: Denise BradleyInside Sostrene Grene in Norwich Picture: Denise Bradley (Image: Newsquest)

Eastern Daily Press: Inside the new Sostrene Grene store in Norwich Picture: Denise BradleyInside the new Sostrene Grene store in Norwich Picture: Denise Bradley (Image: Newsquest)

Eastern Daily Press: Retail assistants Harvey Catchpole and Tessa Robertson in Sostrene Grene, Norwich Picture: Denise BradleyRetail assistants Harvey Catchpole and Tessa Robertson in Sostrene Grene, Norwich Picture: Denise Bradley (Image: Newsquest)