High-street store giving Primark a run for its money with homeware from just 40p (2024)

If you love nothing more than heading to Primark, IKEA, or Flying Tiger to browse (and buy) cute homeware items, then you’re going to want to keep reading.

That’s because there’s a new, little-known, high street retailer that’s giving some of these big name brands a run for its money with similarly priced items, and shoppers are going wild over the products.

Danish homeware chain Søstrene Grene has around 17 stores across the UK already, with a large flagship shop on London’s Tottenham Court Road.

The company revealed at the end of 2023 that they’d like to open 100 stores across the country by 2030, with 50 stores planned for the next three to four years.

Several of these will be opening up shop very soon, with new locations being confirmed in Peterborough, Guildford, Aberdeen, Edinburgh, Telford, and Basingstoke.

As well as homeware such as candles, plates, mugs, bowls, cabinets, chairs, and bedding, the shops also sell stationery, accessories such as jewellery, bags, and glasses, children’s toys and costumes, plus beauty products and food.

And perhaps the best part of the whole thing is that it’s incredibly affordable. Prices for candles start from 40p, with kitchenware from £1, and furniture from £10.

To put that into context, Primark also sells kitchenware from £1 and has candles starting from 80p.

On social media, people are loving the brand, with TikTok user sharing videos of the aesthetic stores and the sweet new spring collection, that features lots of pastel hues and fruit-themed items.

One user, @student.dine described the store’s range as ‘beautiful and so affordable’. She added: ‘It was very difficult to not just put everything into my basket. I did end up get a few bits though. It’s one of those places I can’t go too often just because I know I won’t be able to control myself. This is a must-visit.’

Similarly @em1ly.030 said she was ‘in love’ with the retailer, as @stephaniekaluza hailed it as her ‘new favourite shop’.

And TV presenter Iwan Carrington is also a fan, he recently shared a clip of his visit to the Manchester store, saying they had ‘loads of nice homeware’, a ‘fantastic craft section’, and everything was ‘reasonably priced’.

As well as being able to visit one of the various bricks and mortar stores, those who may not live near one can also shop all the products online. It’s a win-win!

While many Brits are just discovering the brand, it’s not actually new and has been around for years. The first Søstrene Grene opened in Aarhus, Denmark’s second biggest city, in 1973.

It was launched by husband and wife Inger Grene and Knud Cresten Vaupell Olsen and the brand is based around two fictional sisters, Anna and Clara, who feature on the shop’s logo.

Anna and Clara are said to be inspired by two of Grene’s aunts. The company’s website explains: ‘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.’

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