A Danish lifestyle brand has announced plans to accelerate its expansion across Europe, aiming for gross sales of DKK 4.5 billion (around €602 million) by the end of 2025.
Søstrene Grene, led by CEO and co-owner Mikkel Grene, plans to open 60 new stores this year, including at least seven in Germany. The company's long-term objective is to operate more than 500 stores by 2027. Its recent success, including a strong 2024 Christmas season, has further encouraged its growth strategy.
Germany and the United Kingdom are expected to be key drivers of this expansion. Germany, Søstrene Grene's largest market, currently accounts for over 20% of total sales. The company is investing in this market by upgrading, relocating, or expanding its existing stores as part of its "Retail for Senses" concept. The number of German stores is expected to grow from 89 to at least 100 in 2025. In the UK, the store count is set to double to 100 by 2027.
The company is also exploring entry into new European markets. Future markets will launch with both physical stores and online shops, expanding Søstrene Grene's current e-commerce footprint from 15 to 17 countries by 2026. The firm is also considering testing purely digital market entries.
To support this growth, Søstrene Grene is investing in internal infrastructure, including a company-wide SAP system and a new 45,000 m² logistics centre in the Netherlands.
Source: www.moebelmarkt.de