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Søstrene Grene sets its sights on massive German expansion

Ben Hamilton
August 18th, 2016


This article is more than 8 years old.

Chief executive contends there could be room for 200 stores in neighbour – almost double its number worldwide

Never a quiet moment at one of their stores from which most customers depart with something they didn’t know they needed (photo: Søstrene Grene)

Budget homeware retailer Søstrene Grene, where most of the items on sale are for less than 30 kroner, has reported a successful opening of its first store in Germany.

Over 100,000 customers have visited its store in Hamburg since its June opening, and most have made purchases, chief executive Mikkel Grene told finans.dk.

German expansion
“It has been one of the very best openings in our company’s history,” he said. “This bodes very well for the German market.”

Grene anticipates there could be room for 200 stores alone in Germany – almost double the number the company already has worldwide – and reveals that “a handful of stores” could open there before Christmas.

Danish invasion
Søstrene Grene, which was founded in Aarhus in 1973, has 118 stores worldwide in ten countries: Denmark, Sweden, Norway, Iceland, the UK, Spain, France, the Netherlands, Ireland and Japan.

READ MORE: Søstrene Grene planning to open hundreds of new stores

Thanks to Søstrene Grene and the likes of Tiger, Joe & The Juice and Jysk, there have never been as many overseas Danish retail outlets as there are now, according to Retail Institute Scandinavia.

In 2015, close to 600 opened, taking the total number over 10,000.


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Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

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At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

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Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”