Danish lifestyle retailer Søstrene Grene is set to introduce its immersive "retail for the senses" concept to Italy with the opening of its first store in Bolzano this summer, marking a key milestone in its ongoing European expansion.
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The brand, known for its Scandinavian-inspired aesthetic and accessible homeware offering, is continuing to scale rapidly across the continent. With more than 400 stores already operating in Europe, Søstrene Grene aims to reach 500 locations in the coming years, with Italy and Poland identified as priority growth markets.
Alongside its physical retail debut in Italy, the company will also launch a dedicated e-commerce platform, extending access to its range of home, kitchen, hobby and stationery products nationwide. Italy will become the 19th country to host a physical store and the 18th to support online sales for the brand.
Chief executive and co-owner Mikkel Grene described the move as a natural next step, citing strong demand for Scandinavian design and the brand's growing in-house product development as key drivers of expansion. He added that the company is actively scouting further Italian locations, including high streets and shopping centres.
Søstrene Grene stores are distinguished by their distinctive, maze-like layouts designed to encourage exploration. The concept incorporates sensory elements such as soft lighting, ambient classical music and subtle scenting, all intended to create a calm, immersive shopping experience.
With store formats typically ranging between 250 and 350 square metres, the brand continues to prioritise experiential retail as it deepens its presence in key European markets.
Source: www.distribuzionemoderna.info
