Danish homeware brand Søstrene Grene has opened its first store in Aberdeen today, marking a significant expansion for the retailer in Scotland and providing a welcome boost to the Bon Accord Centre.
The new outlet is located in the former Jack Wills unit next to Swarovski in the lower mall and welcomed its first customers at 10 am.
As part of the launch celebration, the first 100 shoppers received a complimentary large tufted rug and a canvas goodie bag filled with various Søstrene Grene products.
The retailer offers a wide range of Scandinavian-inspired home accessories, kitchenware, stationery, and interior furnishings at affordable prices.
Often dubbed a “mini IKEA”, Søstrene Grene is known for its signature store experience, which includes a maze-like layout and subdued lighting – designed to evoke the Danish concept of “hygge”, or cosiness and contentment.
The opening of the Aberdeen store is part of Søstrene Grene’s ambitious expansion plans in the UK. The company aims to have 100 stores across the country by 2030, with a particular focus on Scotland.
Additional stores are set to open in Glasgow’s Buchanan Street and Edinburgh’s Waverley Market in the coming months
For the Bon Accord Centre, which has faced challenges in recent years, including going into administration in August 2022, the arrival of Søstrene Grene represents a positive development.
The centre, which is Aberdeen’s second-largest shopping complex, was purchased by EP Properties in April 2023 for less than £10 million.
As Søstrene Grene continues its UK expansion, it remains to be seen how British consumers will respond to its unique blend of Scandinavian design and affordable pricing in the long term.