Sostrene Grene is set to open its doors tomorrow, November 29, at 10am inside Brighton’s Churchill Square shopping centre.

The Argus was given a tour round the new shop which provides an experience for the senses, inspired by the Danish concept of “hygge”, centred around taking time away from the daily rush to “relax and enjoy life’s quieter pleasures”.

The current spotlight of the new store is its Christmas collection – quaint animals, aesthetic ornaments and everything you need to host a festive dinner party.

The store boasts a large seasonal range (Image: The Argus) The shop’s vibrant Christmas trees and decorations create a homely and cosy atmosphere, exacerbated by the welcoming scent of pine wood that follows you.

Another impressive element of the store is its extensive kitchen section, containing reusable glass containers, cooking utensils and a tea section.

READ MORE: Opening date announced for new city centre shop with giveaway for first customers

The business also prides itself on its sustainability, avoiding single use items and plastic.

Other items in the store include children’s toys, crafting products, stationary, gift wrapping and boxes and sweets.

Reusable glass kitchenware (Image: The Argus) Perhaps the most enticing part of the store is its low prices, which the business says makes its products accessible for all.

Sostrene Grene translates to “Grene sisters”, in reference to Anna and Clara, the business’s “hosts” who guide you around the shop with creative recommendations.

The family-owned business was founded in 1976 and boasts 300 stores worldwide, with 76 in the UK. The company hopes to hit 500 shops by 2030.

Tomorrow’s grand opening will feature live music, a red carpet and ballerinas. The store will also be giving away a large, tufted rug to each of the first 100 customers through the doors and a branded goodie bag.

Mikkel Grene, CEO and co-owner of Sostrene Grene, said: “We are thrilled to bring Sostrene Grene to the vibrant city of Brighton.

“Our stores are designed to inspire creativity and a sense of community, and we can’t wait to share our affordable and stylish offerings with the local customers.”