UK Roll Out
The Brief
Danish homewares brand, Søstrene Grene, aspires to enrich everyday life with aesthetic designs, creativity, joy and ‘hygge’ – a special state of contentment, warmth and belonging. Dubbed the ‘Mini IKEA’, the brand retails minimalistic, Scandinavian designs in a wide range of homewares, furniture, kitchen products, decorations, gifting, wrapping paper, cards, hobby crafts, toys, accessories and “mini home” products for children.
Following the impressive launch of the North West’s first Søstrene Grene store in Chester city centre, followed by Manchester and Derby, we were brought back on board to help with the brand’s expansion into the south of England. Our brief was to generate an initial buzz around the launch securing coverage and exposure for the brand in local, regional, national press both in print and online and to ultimately drive footfall to the store.
So far, we have launched over 12 stores for the brand across the UK, including the first ever London location. With plenty more in the pipeline over the next few years, as Søstrene Grene aims to open 100 new stores across England, Wales, Scotland and Northern Ireland by 2030.
The Results
From the continuous positive results of each launch, Søstrene Grene recognised we had developed a successful formula for rolling out subsequent stores, achieving guaranteed queues around the street and providing perfect photo-opp moments.
So far, we have achieved coverage totalling a readership of over 250million for the launches across key nation, local and regional publications and influencer coverage with a reach of over 2million.
As of 2023, our success also saw us appointed as Søstrene Grene’s UK PR agency across consumer and B2B, where we have so far secured high-profile coverage in the likes of The Sun, The Mirror, Real Homes, Your Home, Forbes and BBC Radio 4’s Gap Finders.
