Søstrene Grene simply means the Grene sisters, in Danish.
However, when it comes to this wonderful retailer of everything from spices to pencils, candles to cardigans, that is the only thing which is simple or ordinary.
As they say, this is a delightfully different store!
The brand paints a picture of two sisters, Anna & Clara, who wanted to bring creativity, aesthetics and joy to everyone through their products, opening their first store in the Danish city of Aarhus in 1973.
They are now present in 16 countries with over 300 stores, and are rapidly growing in the UK. With such growth it would be hard to believe that things have not become quite different within areas of the business. However its success comes from an incredibly attractive and impulsive assortment, and a truly engaging brand image.
Curiously whether you believe the business still to be driven by two Danish sisters, or by a board of hard-nosed retail executive, the principles that inspired the brand’s origins translate remarkably well to the international world of consumer brands.
Apparently Anna is a creative aesthete, while her sister Clara is practical and organised. This is a combination made in heaven for any retail business. Many of the best are co-run by a pragmatist and a brand innovator. Any business that is either all dreams or all spreadsheets is destined for commercial failure.
The brand is also driven by a clear set of values, by which all developments and initiatives are guided. It ensures that the business grows but maintains is true and honest customer proposition.
Again, this is something I have been teaching retail brands for many years. There must be a set of brand parameters in place from the inception of any business. Growth must always be within these. A brand which grows commercially but stays within its proposition, generally flourishes. Those which grow without shape in the quest for sales, quickly become ugly. Ugly in the eyes of the customer is a bad place to be.
The brand parameters of Søstrene Grene are honest responsibility, the experience of ‘hygge’, the joy of beauty, great finds, creative inspiration, and an ever-changing store experience.
Not a bad set of values for any retail brand particularly if we consider what ‘honest responsibility’ means. ‘From when a product idea is conceived until the final product is presented to consumers – Søstrene Grene aspires to make a significant difference for people, wildlife and the environment.’
Or indeed the meaning behind ‘Great Finds’. ‘Great finds depend on a combination of aesthetics and price. Our products never cost more than they have to. We keep prices in check through a targeted and responsible sourcing strategy and by doing away with unnecessary intermediaries.’
Impressive indeed. And Søstrene Grene is more than pure words. Take a tour around any of their 15 UK shops, or further a field. It’s assortment is mind-blowing in its planning and in the detail of its delivery. It lives and breathes its brand values for the delight of its customers.
Whether you believe in fairytales, or revel in the commerciality of Christmas, this is a rising star of retailing, taking us all on a journey of wonderment.