Hammerson secures Søstrene Grene for city debut at Grand Central

Hammerson has announced that Søstrene Grene is set to launch its city debut at Grand Central this summer, opening a new 3,500 sq ft store. The signing underpins Bullring & Grand Central’s continued flight to quality, with leading occupiers prioritising impactful stores in only the best locations

Located at Grand Central, the new store will bring Søstrene Grene’s signature Scandinavian-inspired retail offer to Birmingham, offering a selection of affordable homewares, furniture, lifestyle products, and craft essentials. The interiors will reflect the brand’s Danish aesthetic, with minimal styling and wooden accents throughout.

Paul O’Brien, Director of Leasing & Commercialisation at Hammerson, commented: “The signing of Søstrene Grene, alongside the upsize of Hobbs and renewal of Phase Eight, reflects the continued investment from leading brands. Retailers are choosing Grand Central because it offers high footfall and visibility, providing a best-in-class platform to engage with their customers. These signings are further evidence that our strategy to curate vibrant, high-quality places in cities where brands want to grow, invest, and thrive for the long term is delivering for our destinations and in turn the cities that we serve.”

Mikkel Grene, CEO and Co-owner of Søstrene Grene, added: “We’re thrilled to bring Søstrene Grene to Birmingham, a vibrant city that perfectly complements our vision of affordable, Scandi- living. This new store is more than just a retail space. It is a place where customers can slow down, discover carefully curated products and experience the calming spirit of hygge in the heart of one of the UK’s busiest shopping destinations. We look forward to welcoming the local community and becoming part of Birmingham’s dynamic retail scene.”