IKEA is set to be faced with a new challenger in the UK with one of their main competitors opening 100 new stores by 2027. Søstrene Grene made its UK debut on London’s Tottenham Court Road in December 2023. Within months, the brand launched its flagship on Oxford Circus – its fifth London location and second in the capital’s prestigious shopping district.
Building on this momentum, the company confirmed three new openings for summer: Canary Wharf in London, Harrogate in Yorkshire, and Stirling in Scotland. This year will see Søstrene Grene accelerate its UK presence with an initial wave of 60 new store openings as part of a wider European expansion plan. The retailer already operates more than 330 outlets across 17 countries and aims to reach a milestone of 500 European stores by 2027. In the UK specifically, doubling its footprint is central to the strategy – taking the total number of British branches to around 100 within two years.
To support this rapid scaling, Søstrene Grene is investing £36 million into its logistics infrastructure.
A state-of-the-art, fully automated distribution centre spanning 45,000 square metres is currently under construction in the Netherlands.
This facility is designed to streamline supply chains and ensure consistent stock levels as demand grows in the UK and beyond.
The company is also preparing to expand its ecommerce operations and will launch into two additional European markets next year, broadening access to its distinctive product range.
Søstrene Grene reported a pre-tax profit rise of 15% to £24 million for the year ending April 2024, and Mikkel Grene, group CEO and co-owner of Søstrene Grene, believes British shoppers have embraced the concept enthusiastically.
He said: “We continue to see strong footfall, high levels of engagement, and real appetite for new locations – even in areas where other retailers are pulling back.”
Mr Grene emphasised that the retailer remains committed to bricks-and-mortar growth, adding: “We’re making long-term investments because we believe in the continued relevance of physical retail – especially when it delivers a meaningful customer experience and emotional connection.”
“We see an opportunity to bring something different to the UK high street at a time when fresh thinking is needed.”