Søstrene Grene reports record-breaking turnover with 31 percent growth

Danish homewares brand Søstrene Grene has reported record turnover for the 2024/25 financial year, with turnover rising 31 percenr from £240 million to £314 million. Growth was driven by strong international expansion and particularly high performance in the UK, where sales increased 130 percent year-on-year.

Gross profit increased from £91 million to £111 million, while profit before tax reached £23 million, reflecting a £2.5 million adjustment from a new accounting principle.

The privately owned company, founded in Aarhus in 1973 and still run by the Grene family, opened 47 new stores during the year, the majority in the UK and Germany. Looking ahead, Søstrene Grene plans reach a total of 67 openings in 2025 and is targeting 100 stores in total in the UK in 2027.

Group CEO and co-owner Mikkel Grene, commented: “We are proud to announce another record year, with exceptional top-line growth and a solid result despite major investments and structural changes. The UK has been a major growth driver, and the warm response from British customers has exceeded expectations. Our record-breaking Christmas season was also a key contributor to the results, underlining the growing loyalty of our customer base.”

Søstrene Grene has invested significantly in strengthening its operations to support long-term growth. In the past year the company has:

• Invested £11 million in a new SAP system
• Allocated £12.8 million for robotics and equipment at its new logistics centre in the Netherlands
• Committed over £37 million to future logistics investments
• Continued its digitalisation journey, including the development of new AI-driven retail tools
• Advanced its sustainability agenda with a focus on achieving ambitious carbon reduction targets by 2034

Mikkel added, “These are major commitments to the future of Søstrene Grene. We are building the foundation for the next stage of growth where we must accelerate business development and seize new opportunities so we are prepared to meet the needs of future customers.”

For the 2025/26 financial year, Søstrene Grene expects turnover growth of 20–30 percent and profit before tax in the range of £23–25 million. Including franchise operations and VAT, total store turnover is expected to reach £473 million for the calendar year 2025.

Introduced to the UK in 2016, Søstrene Grene has quickly gained recognition for its affordable, Scandinavian-inspired home accessories. With over 350 stores across 17 countries and online shops in 16 markets, the brand has established a strong international presence and is setting ambitious goals for the UK aiming for a total of 100 stores before 2027. Founded in 1973 by the Grene family, Søstrene Grene remains a family-led business under Mikkel Grene, who became Group CEO and co-owner in 2011 and his brother Cresten Grene, Creative Director and co-owner.