{"id":11126,"date":"2026-01-13T05:00:00","date_gmt":"2026-01-13T06:00:00","guid":{"rendered":"http:\/\/curiousdrive.com\/?p=11126"},"modified":"2026-01-14T21:42:40","modified_gmt":"2026-01-14T21:42:40","slug":"how-sostrene-grene-is-taking-over-the-uk-high-street-one-5-mug-at-a-time","status":"publish","type":"post","link":"http:\/\/curiousdrive.com\/index.php\/2026\/01\/13\/how-sostrene-grene-is-taking-over-the-uk-high-street-one-5-mug-at-a-time\/","title":{"rendered":"How S\u00f8strene Grene is taking over the UK high street \u2014 one \u00a35 mug at a time"},"content":{"rendered":"
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\n\t\t\"How\t<\/div>
In 2025, it opened 22 new shops in the UK alone (Picture: S\u00f8strene Grene\/Getty\/Metro)<\/figcaption><\/figure>\n

The UK high street continues to struggle, with stalwarts such as Claire’s<\/a>, River Island<\/a>, and WHSmith announcing closures in recent months, and an average of 38 shops<\/a> putting their shutters up for good, every single day.<\/p>\n

But Danish-born homeware brand, S\u00f8strene Grene, is bucking the trend.<\/p>\n

Their stores are like a warm hug: cutesy trinkets, low lighting and cosy soft furnishings. It’s a welcoming slice of hygge among a bleak retail picture \u2014 and crucially, at wallet-friendly prices.<\/p>\n

A chic bread basket for \u00a33.60, a soap dispenser for \u00a32.94, and mugs (a fan favourite) for \u00a34.94. Nothing looks cheap, though: S\u00f8strene Grene isn’t quite as budget as Primark<\/a> or Flying Tiger, but it’s somehow giving Zara Home, without the price tag. <\/p>\n

Founded in 1973 by Danish couple Inger Grene and Knud Cresten Vaupell Olsen, the company’s ethos is based on the personalities of a pair of fictional sisters, Anna and Clara, inspired by Inger’s aunties.<\/p>\n

While Anna is creative, Clara is practical and organised. The idea is that they represent all that S\u00f8strene Grene has to offer. <\/p>\n

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\n\t\t\"\"\t<\/div>
A high-end mug for less than a fiver (Picture: S\u00f8strene Grene)<\/figcaption><\/figure>\n

Starting with one store in Aarhus, Denmark<\/a>’s ‘second’ city, Inger and Knud’s sons, Mikkel and Cresten, slowly took over the business from 2003, evolving it into an international brand.<\/p>\n

Between 2024 and 2025, S\u00f8strene Grene opened 47 new locations, mostly in the UK and Germany<\/a>, and more than 100 million customers walked through their doors.<\/p>\n

Today, it has 386 shops across 17 countries \u2014 and there’s more to come, with more stores opening across the continent. In 2025, it opened 22 new shops in the UK alone.<\/p>\n

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\n\t\t\t\tS\u00f8strene Grene's London locations\t\t\t<\/h2>\n
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