Søstrene Grene opens online store in Germany

This Monday, lifestyle brand Søstrene Grene will launch its online shop in Germany. It will be the first country with an online Søstrene Grene store outside of its home market Denmark.

The upcoming launch of the German web shop follows just months after the launch of its first online store. Last March, the lifestyle retailer opened its digital doors in Denmark.

Online store in Germany is no surprise

But it’s a very logical step to launch an online store in Germany so soon, as this market is no stranger to Søstrene Grene. The brand currently has 52 stores across this country, which is Søstrene Grene’s second largest market to date. In the summer of 2016, the company opened its first German store, in Hamburg.

Søstrene Grene has stores in 17 countries

Søstrene Grene opened its very first shop in Denmark in 1973 and soon became a household name across Europe, where it has over 240 stores in 17 different countries. The brand is known for its range of Scandinavian interior design, small furniture, hobby and DIY items, kitchen accessories and toys.

“For years we have received messages from customers asking us for the opportunity to shop online. Especially since the opening of the online shop in Denmark, we’ve been hearing these voices in Germany as well”, CEO Mikkel Grene comments.

Online shop as part of omnichannel strategy

The online shop is part of Søstrene Grene’s new omnichannel strategy. The aim is to create “a new digital infrastructure and more data-driven and personalized communication”, the company says. Part of the omnichannel approach is the possibility for customers to return their online purchases in one of Søstrene Grene’s 52 physical outlets in Germany.

Online shoppers can return their purchases in-store.

Grene revealed that his company has plans to expand its online shop to more countries in the future. “The online shop is just the beginning of our journey. We will be launching many more omnichannel initiatives in Germany and other markets in the coming years.”