Victoria Place in Woking will welcome Danish homeware retailer, Søstrene Grene, later this year, as part of its rapid expansion across the UK. Occupying a prominent position on Henry Plaza between M&S and Moss Bros., the brand is opening a 4,673sq ft store, its first-ever in Surrey.
Søstrene Grene Victoria Place will align with the brand’s dedication to one of the defining characteristics of Danish culture, ‘hygge’, which refers to a quality of cosiness that produces a feeling of contentment, by stocking a range of products designed to encourage this. Items on offer will include homeware such as furniture, home accessories and soft furnishings for both indoors and out; art supplies including DIY kits; and a wide range of stationery as well as a selection of children’s toys and gifts.
In keeping with Søstrene Grene’s Nordic origins, the new Victoria Place store will employ its signature Scandinavian aesthetic, using a combination of wood accents and lighting to inspire visitors’ creativity, and provide a neutral backdrop for the brand’s eclectic selection of products.
Norma Jacob and Richard Power, UK joint venture partners at Søstrene Grene, commented: “Søstrene Grene has been undergoing a wide expansion across the UK, particularly across the south of England, so we are excited to be able to announce that we will be opening in Woking later this year. Victoria Place is a brilliant location in the heart of Woking and we’re looking forward to introducing our brand to a new audience, marking our first store launch in the region.”
Councillor Ann-Marie Barker, leader of Woking Borough Council, added: “We are so pleased to announce that Søstrene Grene, a rapidly expanding homeware brand, will be making its regional debut at Victoria Place later this year. With such a popular retailer set to take a key unit on Henry Plaza, the destination’s diverse offering of retail, leisure and hospitality options is going from strength to strength, and we look forward to seeing the new store open this autumn.”
Søstrene Grene will join other leading brands in Victoria Place’s central hub, Henry Plaza, including M&S, Moss Bros., and Skechers. The news of Søstrene Grene’s signing also follows a series of openings at Victoria Place this year, including independent lifestyle boutique, Lark London, which opened its 1,558 sq ft space on Commercial Way this March.
JLL and Nash Bond acted for Victoria Place. Hynes Illingworth acted for Søstrene Grene.