The highly anticipated new Søstrene Grene store at Cheltenham's Brewery Quarter opens on Friday 28 April 2023 – and SoGlos was invited for a first look inside before it officially opened to the public.
The new store certainly delivers on its promise to provide 'retail for the senses', with cosy lighting, classical music playing and the warming scent of untreated wood filling the air, creating a sense of 'hygge' from the moment you step through the doors.
Laid out like a labyrinth, the shop invites customers to explore everything at a leisurely pace, with shelves stacked with Scandi-inspired homewares, hobby items and art and craft supplies.
The range includes weekly changing 'spot' collections and seasonal specials; a kitchen and baking range, with an impressive selection of spices and loose leaf teas; a core selection of arts, crafts and hobby items from paints and canvases to jewellery making supplies; a curated collection of furniture and interior items, from chairs and rugs to candles and lamps; greetings cards, wrapping paper and party supplies; a new travel collection, including wash bags, sleep masks and handy luggage accessories; wellness items like skincare and toiletries; and a beautiful selection of toys and gifts for children.
The entire range is also surprisingly affordable, from sweets and snacks costing as little as 10p, up to velour dining chairs and tufted rugs costing around £60.
The store is full of personal details, like handwritten price labels and canvases painted by the store's staff, with lots of lifestyle displays designed to inspire — plus in-store craft events where shoppers can have a go at making things like crepe flowers.
All of the wood used in Søstrene Grene, for both products and display shelves, is FSC certified, too, giving the store impressive ethical and environmental credentials.
As well as being the Danish brand's first Gloucestershire store, it also takes The Brewery Quarter to 99 per cent capacity with only one vacant unit remaining, showing confidence in both the shopping and leisure destination and the county as a whole.
Søstrene Grene opens at 10am on Friday 28 April 2023, with interior designer and TV personality, Georgina Burnett, officially opening the store and a quartet playing live classical music.
There are canvas goody bags full of treats and a voucher for a FREE tufted rug for the first 100 customers through the doors, too.
For more information, visit thebreweryquarter.com.