Hundreds queued at The Maltings as St Albans’ newest homeware store opened this morning, with live music and ballet dancers adding to the fanfare.
As early as 8am this morning (Friday, September 4), eager customers were lining up for the launch of Søstrene Grene.
The Danish-founded store opened its first Hertfordshire shop at 9.59am.
To celebrate the launch, the first 100 customers in the queue received a voucher for one of the brand’s woollen throws.
Visitors also received free tote bags filled with selected Søstrene Grene products.
The popular shop offers a range of homewares, seasonal décor, furniture, craft collections, and lifestyle accessories.
Before opening its doors, our reporter Huw Richards took a sneak peak inside.
Although a homeware brand, Søstrene Grene offers much more with many different sections to suit individual needs.
He was guided through the one-way system by manager Ashley, who explained the hours of work that went into the opening.
"The team have worked tirelessly to make it look the way it does and we think we've got a nice store," he began.
"Everyone who's been involved in the store have done really well to get it to where it is. We're all very excited about it."
It's a visually appealing store with colour coordination and tidiness clearly at the forefront of its design and layout.
The best description would be an upmarket Tiger, maintaining lower prices while increasing the quality of produce.
Arts and crafts, kitchenware, travel essentials, paints and stationery - including the traditional sweet, Pløk - are just a few of the items on sale.
When asked what the store's best sellers will be, Ashley highlighted the range of teas - which can be collected and bagged in a pick and mix style system.
"We think the teas will be very popular, as they are in other stores, they'll definitely fly off the shelves," he said.
"We try to make customer's experience in the store as relaxed as possible. We do this by taking them through a journey and let them enjoy their shopping experience."
As the store neared its unique opening time, crowds gathered for a spectacle of live music and ballet.
A pair of performers wowed those in attendance before Ashley gave an opening speech and inaugurally cut the ribbon.
The store manager was unperturbed by the large crowds and was ready to get started.
"Everyone seems to be buzzing about it," Ashley said.
"We keep getting messages about it, and we've had people try and get into the store already over the last few days while we've been opening it as well."
Richard Marrett, centre manager at The Maltings, added: "The excitement surrounding Søstrene Grene has been phenomenal.
"It’s exactly the kind of brand people have been asking for and brings something completely different to the city – a shopping experience that's inspiring, affordable, and full of discovery.
"We're incredibly proud to welcome Søstrene Grene to The Maltings as we continue to attract exciting brands, invest in the centre and give people more reasons than ever to visit, shop and spend time in our amazing city."
To find out more regarding Søstrene Grene visit: https://sostrenegrene.com/
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