Regional Editor, Emily Dalton, was invited to a preview of the iconic Danish homeware brand Søstrene Grene before its grand opening tomorrow.

Located on 11-13 Thames Street, Søstrene Grene is an escape from the hustle and bustle of Kingston Market Place. The Søstrene Grene brand offers a large array of home interiors, kitchen items, and children's toys, all at affordable prices.

I met with Norma Jacob, one half of the UK Joint Venture Partners, who showed me around the homeware paradise.

"The store includes our new snake-like design," Jacob said. Rather than the labyrinth layout, the new structure "allows visitors to be guided around the store by their senses."

Jacob showed me the mini 'rooms' she had cultivated in the store, like themed pockets for soft furnishings and wellness items.

"The idea of the layout is for visitors to leave the business of everyday life and have a calming experience in store," Jacob added.

The ethos of the store is based on Hygge: a Danish concept inspiring an atmosphere of cosiness and warmth, surrounding yourself with comfort in the simple pleasures of life. 

Hygge is at the centre of each product. From crockery to crafts, spices to stationary, tea leaves to teddies- everything is carefully designed and created with intention.

New products arrive in store each week ensuring an exciting and unique shopping experience every visit. Jacob tells me the shop front will change on a weekly basis: it is currently fashioning delicate pastel colours with a 'back-to-school' aesthetic.

Handwritten prices and character story board create an endearing touch as you wander around the store. You feel transported into the fairytale of the iconic sisters themselves: Anna and Clara.

Present from the beginning, Anna and Clara have been the hosts since the opening of the first store in the Danish city of Aarhus in 1973.

Anna is a creative aesthete, while her sister Clara is practical and organised – together, they represent all that Søstrene Grene is and has to offer.

Polite and traditional, the sisters share their recommendations on how you can bring more creativity, joy and aesthetics into your daily life.

The sisters feature in all written narratives about Søstrene Grene. Anna and Clara are the ones crafting and creating – and generally spreading the message about the creativity, aesthetics and joy which are at the heart of Søstrene Grene.

The store has also announced an exciting giveaway to mark its grand opening in Kingston on Friday 25 August at 10am.

The lucky first 100 customers at the new Danish homewares store will be gifted a voucher for a free large, tufted rug (worth £60) and a canvas goodie bag, filled with a selection of Søstrene Grene products. 

Celebrating its 50th year of trading, the Danish family-owned retailer is continuing to grow in popularity throughout Europe. The Kingston branch will add to the family-owned retailer's 265+ store in 16 countries.