Affordable Scandi homewares brand, Søstrene Grene, has unveiled plans for its first Cambridgeshire location, which is set to open in Peterborough this year. Popular with customers for its budget-friendly products and unique in-store experience, the opening date of the latest location will be announced very soon.

Following Søstrene Grene’s continued UK expansion, the Danish retailer is set to open in Peterborough later this year. Marking the brands first Cambridgeshire location, the widely popular brand will join the retail offering at Queensgate Shopping Centre with details of the opening date due to be revealed in the coming weeks.

Inspired by the Danish concept of ‘hygge’, a feeling of comfort, contentment, and well-being, Søstrene Grene offers a curated selection of products alongside a relaxing in-store experience.

Mikkel Grene, CEO and Co-owner of Søstrene Grene, comments: “Our stores are not only a great place to explore our ever-changing product range but also act as a sanctuary for customers to escape reality and unwind. We are really proud of our store design and look forward to introducing the residents of Peterborough to our new ‘Retail for the Senses’ concept.”

The ‘Retail for the Senses’ store model encourages customers to browse the product selection at a leisurely pace while meandering through a labyrinth-style layout. The new design is complimented by classical music inspired by the brand’s heritage, as well as subdued lighting to create a comforting shopping environment.

The Peterborough store will feature a wide variety of products with trending weekly drops and seasonal collections, alongside a core range of homeware and stationary essentials. The ever-changing assortment includes craft supplies, furniture, home decor, party items, school and office accessories, as well as toys and “mini home” products for children. With affordable pricing and stylish designs, Søstrene Grene is ideal for families, students and interior design fanatics alike.

UK Joint Venture Partners, Norma Jacob and Richard Power, run Søstrene Grene stores across Northern Ireland, Southern England, Scotland and soon to be Wales.

Norma Jacob comments: “We’re thrilled to announce that our first Cambridgeshire location is set to open in Peterborough later this year. Queensgate Shopping Centre is the ideal site for the new store with a fantastic retail offering in the heart of the city centre.”

Richard Power adds: “2024 has been another very exciting year for Søstrene Grene as we aim to open 100 stores by 2030. We look forward to making our debut in the county before the year comes to a close and introducing the brand to even more new audiences.”

A Spokesperson at Queensgate, comments: “We are delighted to welcome Søstrene Grene to Queensgate Shopping Centre, marking their first location in Cambridgeshire. This addition not only enhances our diverse retail offering but also introduces a unique shopping experience that brings the essence of Scandinavian design and ‘hygge.’

“We’re confident that Peterborough shoppers will welcome the affordable, stylish products and the calming, immersive store environment that Søstrene Grene is known for.”

The opening date of Søstrene Grene, Peterborough will be announced soon.

To find out more about Søstrene Grene visit: https://sostrenegrene.com or follow them on Instagram: @sostrenegrene