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Søstrene Grene is thrilled: 100th branch opens in Lüneburg!
On November 20, 2025, Søstrene Grene will open its 100th branch in Lüneburg, an important step in its expansion in Germany.
Søstrene Grene is thrilled: 100th branch opens in Lüneburg!
What can one imagine by a particularly festive opening? On November 20, 2025, the Danish decoration chain Søstrene Grene will open its 100th branch in Germany, on the idyllic Große Bäckerstrasse in Lüneburg. This number is not an everyday occurrence for the company, as Germany is the first country in the world to reach this milestone. Mogens Schmidt, the responsible branch manager, has announced an opening event for this special day, but this is still up in the air and no further details have been announced, as [az-online] reports.
For loyal fans of Scandinavian design, it will be worth stopping by on opening day. The range ranges from home accessories to gift items and lifestyle products - all presented in the unmistakable Scandinavian style. A lot has happened since the first German branch opened in Hamburg's “Die Meile” shopping center in 2016; In 2025 alone, over 20 new locations were opened, as [ruhr24] also notes.
Growth in the German market
A look at the numbers shows how important the German market is for Søstrene Grene: In the 2024/25 financial year, the company achieved sales of 102.02 million euros in Germany. For the current year, the company is targeting a jump in sales to 125 million euros, which accounts for more than 20 percent of total global sales. Mikkel Grene, the group CEO, has emphasized that branch expansion is a key growth driver for the chain.
The forecasts are also optimistic - Søstrene Grene plans to increase the number of branches in Germany to 150 by 2027. There are currently stores in cities such as Essen, Cologne, Dortmund, Düsseldorf, Berlin and Hamburg. Particular attention is paid to high-frequency locations such as city centers and shopping centers in order to create an inviting shopping experience.
An experience for the senses
Søstrene Grene not only brings products to stores, but also a concept that appeals to all the senses. Under the motto “Retail for the Senses”, a shopping experience is created that is enriched by music, light and scents. Over 100 million customers visit the branches every year, while 43 million also use the website, which accounts for around 8 percent of sales in Germany.
The financial strategy is also impressive: the expansion is financed through current profits and loans without having to resort to external investors. In addition, Søstrene Grene is investing more than half a billion DKK in new locations and a modern logistics center in the Netherlands with an area of 45,000 square meters.
The upcoming opening of the 100th branch in Lüneburg is not only a celebration for the brand, but also a sign of the continued growth and popularity of Scandinavian design in Germany. If you can be there at the opening ceremony, you should definitely mark this date in your calendar!