A NEW homeware shop has opened in Cheltenham.

Over 200 people waited in line to be the first through the doors of a new Danish homeware shop called Søstrene Grene at the Brewery Quarter in Cheltenham on Friday, April 28.

The first 100 customers received a tote bag of free homeware goodies.

Interior designer and TV’s home stylist Georgina Burnett and the Mayor of Cheltenham, Cllr Sandra Holliday, cut the ribbon to officially open the store.

Wilts and Gloucestershire Standard: Norma Jacob, Georgina Burnett, Cllr Sandra Holliday (Mayor) and Richard Power cutting the ribbon at the official opening of the new Søstrene Grene store in Cheltenham Norma Jacob, Georgina Burnett, Cllr Sandra Holliday (Mayor) and Richard Power cutting the ribbon at the official opening of the new Søstrene Grene store in Cheltenham (Image: Søstrene Grene)

The entrance was decorated with white and black balloons and a live string quartet welcomed the first customers into the shop.

Located at the High Street entrance of The Brewery Quarter, the 320 sq. metre site offers Scandinavian homeware products such as contemporary interiors, children’s toys, soft furniture and kitchen accessories.

'Hygge’ - a Danish word which encourages the notion of taking time to slow down and relax - is central to the brand's ethos and Søstrene Grene founders hope to bring this state of contentment and warmth to Cheltenham. 

The store introduces the brand’s new concept of ‘retail for the senses’ by providing a unique shopping experience makes use of the stores’ trademark labyrinth layout to create a more interesting journey for its customers. 

Wilts and Gloucestershire Standard: Inside the new Søstrene Grene store Inside the new Søstrene Grene store (Image: Søstrene Grene)

Cheltenham marks the eleventh store launch since Søstrene Grene’s first UK opening in Nottingham in 2017. 

The brand’s first ever London store will also open in Wandsworth, South London, on Friday, May 12 .

UK Joint Venture Partners, Norma Jacob and Richard Power, who run Søstrene Grene stores across England, Scotland and Northern Ireland, are looking forward to seeing the store flourish in Cheltenham.

Norma Jacob said: “The grand opening of our new Cheltenham store was a huge success with everyone enjoying the unique Søstrene Grene store experience.

"We were delighted to see such an exciting response from the local area.” 

Richard Power said: “Søstrene Grene is an excellent addition to the existing retail offering at The Brewery Quarter and we’re expecting great things from this store, with plenty more openings in the pipeline throughout the UK.”