The Scandinavian retailer’s new branch in County Mall attracted hundreds on launch day, with live music and giveaways creating a festive atmosphere. Crawley now joins a growing list of UK towns embracing the brand’s distinctive “hygge” approach to home living.
The Danish lifestyle brand Søstrene Grene has expanded its UK footprint with the launch of a new store in Crawley’s County Mall, drawing large crowds to its grand opening. This latest outlet marks the brand’s 61st store in the UK, continuing a steady growth trajectory for the company across the country.
Founded in Aarhus in 1973, Søstrene Grene is known for its minimalistic, Scandinavian aesthetic and emphasis on comfort, simplicity, and calm. The Crawley store aims to replicate this ethos through its design, product range and overall customer experience.
A Festive Welcome for Shoppers in Crawley
The new store opened on Friday, 24 October, in a retail unit that had remained empty for five years following the closure of Monsoon. According to local authorities, the reopening of the space marks a positive signal for the health of Crawley’s retail sector.
On opening day, shoppers were welcomed with live classical music from the Niche London Strings ensemble and a performance by two ballerinas. Complimentary cupcakes and drinks were offered to all attendees, while the first 100 customers received a voucher for a free rug. The event was deliberately designed to reflect the brand’s identity, rooted in creating a serene and refined retail atmosphere.
Speaking at the launch, store manager Alyssa described the new store as a place of “peace and serenity,” adding that the store’s interior layout, designed as a maze-like route, encourages slow browsing and discovery. The experience is enhanced by soft lighting and background classical music, key elements of the brand’s “hygge” philosophy.
Crawley Borough Council Leader Michael Jones said the opening represents a “vote of confidence” in the town’s retail sector, adding that it highlights the continued attractiveness of County Mall to major retailers.
Strengthening Presence in Southern England
The Crawley branch adds to Søstrene Grene’s growing presence in Sussex, where it already operates stores in Brighton and Horsham. The brand’s UK rollout began in earnest in 2016 and has since gained momentum, targeting high streets and shopping centres in both major cities and regional hubs.
According to the company, its UK expansion strategy focuses on “local integration” and adapting to consumer expectations in each region. Rather than following a one-size-fits-all model, each store is tailored to reflect local demand while retaining the brand’s core Scandinavian identity.
With its blend of affordable furniture, home décor, stationery and seasonal products, Søstrene Grene has appealed to a broad demographic of British shoppers looking for design-led yet accessible lifestyle products. The Crawley opening appears to reinforce the retailer’s ambitions to deepen its market presence. According to company officials, Søstrene Grene plans to double its UK store count by 2027, though no specific locations or dates have yet been confirmed.
