It’s another significant retail attraction in the city centre, currently amidst the first ever Hereford Restaurant Week.

Our staff worked closely with the family-owned Danish company over recent months, up to its unveiling as the new tenant in the large 25-27 Maylord Street ‘Unit 6’ location.

Graham Biggs, the Council’s Cabinet Member for Economy and Growth said:

“This is brilliant news for the retail and hospitality sector, for shoppers, and for Hereford City Centre to have a globally-recognised, fashionable brand move in. We’re delighted that Søstrene Green has chosen Hereford for its latest store, and look forward to continuing to work with them and all our retailers, food and drink and other city and town centre businesses across the county to make us a destination of choice for local people and visitors.”

The family-owned Danish company operates more than 390 stories across 17 European countries, developing a reputation for affordable, quality Scandi-inspired homewares, décor, small furniture, gifts and crafting supplies and more, 

Cllr Harry Bramer, Cabinet Member for Community Services and Assets, said:

“A huge thanks to Søstrene Grene for not just bringing their renowned brand to Hereford, but for the collaborative and positive way they have worked with us to make this happen, with such a long-term commitment. Various council teams came together to make this positive investment, and the necessary legal arrangements work as smoothly as possible – and of course this helps set the tone for more joint working in future. We’re delighted to be welcoming them as a great addition to the Hereford city centre retail scene.”

Mikkel Grene, Group CEO and Co-owner of Søstrene Grene, comments:

“Bringing Søstrene Grene to the county of Herefordshire is another step forward in our UK expansion goals, reflecting our commitment to making thoughtfully curated, affordable products that become part of everyday life, giving a sense of ‘Hygge’ to the home. 

“We look forward to welcoming the local community of Hereford to the world of Søstrene Grene, where every corner of our stores are designed to be a place where customers can discover Scandinavian-inspired homewares, find inspiration and enjoy the feeling of calm while having a creative shopping experience. “

Søstrene Grene was launched in 1973 when the wife and husband team of Inger Grene and Knud Cresten Vaupell Olsen opened its first store in Aarhus, Denmark’s second-largest city.

It has developed a store concept combining music, beautiful product displays, and storytelling – aiming to ‘offer a small break from everyday life and delve into a moment of hygge’. The company is owned and run by the second generation of the Grene family and has grown to more than 390 stores across 17 European countries, plus online shops in 16 markets.