A DANISH homewares and lifestyle shop will be opening its doors in Basingstoke's Festival Place.

Søstrene Grene plans to join the retail offering in the shopping centre, marking the brand’s first Hampshire store.

Søstrene Grene has more than 275 stores worldwide which offer a curated assortment of Scandi inspired homewares, soft furnishings, kitchen products, furniture, gifts, crafts and children’s toys including “mini home” products. With budget-friendly pricing and stylish designs that are ideal for families, students and interior design fanatics.

Mikkel Grene, CEO and co-owner of Søstrene Grene, said: "We are really excited to continue the roll out of our ‘Retail for the Senses’ store design.

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"Not only do we want our customers to enjoy our fantastic selection of products, but we also look to provide a shopping experience that offers a moment of calm and relaxation.”

The opening will continue the roll out of Søstrene Grene’s new store model, ‘Retail for the Senses’, a unique shopping experience designed to invoke the senses. Incorporating its labyrinth like store layout with subdued lighting and classical music, the concept creates an interesting, free-flowing journey for customers.

Currently undergoing a major expansion throughout the UK, Søstrene Grene demonstrate the Danish concept of ‘hygge’ through instore experiences and comforting products. Defined as a quality of cosiness and  contentment, ‘hygge’ is a key element of the Danish lifestyle contributing to the overall happiness of the nation.

UK Joint Venture partners, Norma Jacob and Richard Power, who run Søstrene Grene stores across Northern Ireland, Southern England and Scotland, are also looking forward to the new store opening.

Ms Jacob added: “We are thrilled to announce the upcoming opening of our Basingstoke location. Festival Place is ideal for our first Hampshire store and we look forward to joining the exciting retail offering already available.”

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Mr Power said: “With every store opening we make the Søstrene Grene experience more accessible to shoppers around the UK. We look forward to continuing our expansion by introducing the residents of Hampshire to the wonderful world of Søstrene Grene.”

Søstrene Grene is expected to open in the town later this year.

To find out more about Søstrene Grene visit sostrenegrene.com or follow them on Instagram at @sostrenegrene.