Major Scandinavian homeware retailer Søstrene Grene has confirmed plans to open a brand new store in Solihull, marking a significant expansion of its presence within the West Midlands region. This development comes directly on the heels of the remarkable success experienced by its first Birmingham outlet, which opened to considerable fanfare last autumn.
New High Street Location for Popular Homeware Brand
The new Søstrene Grene branch will be situated on Solihull High Street, taking over the premises previously occupied by the Bodycare store. Clear signage has already been installed on the shop windows, featuring the brand's distinctive logo alongside welcoming messages that read 'Opening soon' and 'We are delighted to welcome you to the store soon.' While an exact opening date remains to be formally announced, company representatives have indicated that this information will be revealed imminently.
Building on Birmingham's Grand Central Success
This strategic move follows the chain's highly successful launch in Birmingham last September. The opening of the Grand Central store generated enormous public interest, with queues of eager customers snaking around the building in anticipation of exploring the new retail space and securing promotional freebies. That location has maintained its popularity, establishing a strong customer base in the city centre.
The decision to open in Solihull is a deliberate step to strengthen the brand's foothold across the wider Midlands area. It aims to make its unique product range more accessible to communities beyond central Birmingham, offering residents a convenient local destination for home and lifestyle purchases.
The Søstrene Grene Philosophy and Product Range
Mikkel Grene, CEO and co-owner of Søstrene Grene, elaborated on the company's vision, stating: 'We want to make Scandinavian design and creativity part of everyday life. The new Solihull store gives people in the Midlands the chance to discover beautiful, practical and affordable products that make it easy to bring style and inspiration into the home.'
The retailer is renowned for its extensive collections, which encompass a vast array of homewares, essential kitchen items, soft furnishings, craft supplies, and seasonal decorations. Its products are celebrated for blending minimalist Scandinavian aesthetics with functional, accessible design principles.
Creating a Calm and Immersive Shopping Experience
Central to the Søstrene Grene concept is the Danish philosophy of 'hygge', which emphasises cosiness and comfortable conviviality. The stores are meticulously designed to provide a tranquil, immersive environment where shoppers are encouraged to slow down and savour the retail experience.
According to the brand, this atmosphere is cultivated through careful design choices, including soft ambient lighting, the gentle backdrop of classical music, and a distinctive labyrinth-style store layout. This approach is intended to help customers visualise how products could optimally enhance their own living spaces.
With over 380 stores operating globally, Søstrene Grene's expansion continues apace. The Solihull outlet is not the only new UK location planned; the chain has also confirmed that a new branch is scheduled to open in Lincoln, signalling a broader national growth strategy for the popular homeware brand.
