Tunbridge Wells to get homeware store Søstrene Grene to inspire Danish lifestyle

Tunbridge Wells will be the first town in Kent to have the Danish homeware store Søstrene Grene. The shop will be opening within weeks in the town's shopping centre, Royal Victoria Place.

It will sell a range of homeware items such as furniture, kitchenware, and party decorations, inspired by the "Danish way of life" said its chief executive officer Mikkel Grene. The company said it was known for Scandinavian inspired designs at "budget-friendly prices".

Customers can look forward to the company's interesting shopping experience, as there is a "labyrinth-style" store layout with subdued lighting and classical music playing.

There are more than 285 stores in 16 countries and more branches in the pipeline. Other products include homeware and lifestyle items such as soft furnishings, gifts, hobby crafts, seasonal decorations and children's toys.

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It is anticipated the store will open on May 31, which is the date listed on the job advertisements. But this is not confirmed. The company is currently hiring for several jobs including a store manager with a salary of £34,000, an assistant store manager and a visual merchandiser.

The company says staff will work in a "beautiful ambience and dynamic environment". The word 'hygge' - approximately pronounced "heu-ga" - has been increasingly used in English retail, to mean a feeling of cosiness and sheltering, although many other meanings and states of being are attributed to it.

Søstrene Grene says it is also about "contentment and well-being through cherishing little things", and promised there would be plenty of products to create this at home.

'Søstrene' means Sisters in Danish. It's a family business owned by two brothers, with the first store opened in Aarhus, Denmark in 1973. The sisters come from the fictional characters, the ageing sisters Anna and Clara, who represent the company in all written narratives online. Together they share their own recommendations on how to bring creativity, joy and aesthetics into daily life.

Royal Victoria Place shopping centre manager Nicky Blanchard said: "We’re delighted to welcome Søstrene Grene to Royal Victoria Place, another fantastic new retailer to add to our expanding retail mix."

Søstrene Grene's chief executive officer and co-owner Mikkel Grene said: "At Søstrene Grene, we aim to offer a diverse selection of products at affordable prices that all help to enrich our customers daily lives. Our designs are inspired by the Danish way of life and often incorporate elements of ‘hygge’.”

To find out more about Søstrene Grene visit here.

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