A Danish homeware and lifestyle retailer has opened in Maidstone, its second location in Kent. Søstrene Grene welcomed shoppers to Fremlin Walk Shopping Centre on Friday, 29 August.
Crowds gathered for the launch, with live performances marking the occasion. The first 100 customers received gifts, including tote bags and vouchers for homeware items.
Local response
Centre management said the new store would broaden the retail mix in Maidstone.
Lloyd Wright, Centre Manager at Fremlin Walk, said: “We’re delighted to welcome Søstrene Grene to Fremlin Walk. The brand’s distinctive and inspiring range of homeware and lifestyle products will be a fantastic addition to the centre, offering our visitors something truly unique.”
He added that the arrival of an established international retailer suggested confidence in the local shopping sector.
The opening has also created new jobs within the centre.
Store format
The Maidstone branch follows the company’s “Retail for the Senses” model. Shops are set out in a maze-like style, with subdued lighting and classical music in the background.
The format is designed to slow the pace of shopping, encouraging visitors to browse. Products range from homeware and small furniture to stationery, crafts and kitchen goods. New stock is introduced weekly.
Norma Jacob, the company’s UK partner, said the aim was to create “a calm, welcoming space where customers can explore and enjoy a moment of Scandinavian serenity.”
Company background
Søstrene Grene was founded in Aarhus, Denmark, in 1973 by sisters Anna and Clara Grene. From one shop, it has expanded into a family-owned chain of more than 340 stores across 17 European countries.
Its focus combines affordability with design, drawing on the Danish idea of hygge, a concept linked to comfort and cosiness.
The Maidstone opening builds on the brand’s existing Kent store in Tunbridge Wells, which management say has seen strong customer interest.
Expansion plans
The retailer has set a target of reaching 100 UK outlets by 2027.
Chief executive Mikkel Grene said: “We are thrilled to continue our UK expansion, with our new Maidstone store. Maidstone is a fascinating destination and we’re excited to bring a touch of Scandinavian charm to this city, offering an inviting experience to all guests.”
The company says physical shops remain central to its strategy, despite wider pressures on high streets. Its management believe in-store experiences provide a connection that online shopping cannot.
Retail impact
Fremlin Walk is one of Maidstone’s main shopping centres. Management say adding Søstrene Grene strengthens its mix of national and international names.
The new branch has also provided jobs, adding to employment in the town centre. Observers note that openings of this type can help to maintain steady visitor numbers, benefitting nearby traders as well.
The launch comes during a period of mixed results in the UK retail sector. Inflation and cost-of-living pressures continue to affect spending. But demand for lower-cost homeware has held up, which has benefitted retailers operating in this space.
Looking ahead
The success of the Maidstone branch will feed into the company’s wider UK plans. Its strategy relies on repeat visits, with new products each week and a store design intended to draw people back.
For now, the opening has added a new international brand to Maidstone’s high street, with shoppers responding positively on launch day.
