Danish homeware and lifestyle retailer Søstrene Grene launches at 15-17 London Street on Friday, May 10 at 10am.

The first 100 customers get a voucher for a free rug worth £60 and a canvas tote bag filled with goodies.

Sostrene Grene opens on May 10 at 15-17 London Street in Norwich Picture: Denise Bradley (Image: Newsquest)

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Søstrene Grene sells Scandi-inspired homewares, including soft furnishings, kitchen products, furniture, gifts, hobby and craft items, seasonal decorations, children’s toys and “mini home" products.

UK Joint Venture Partners, Norma Jacob and Richard Power, run Søstrene Grene stores across Northern Ireland, southern England, Scotland and now East Anglia.

Vanessa Scollay, store manager, inside Sostrene Grene in Norwich Picture: Denise Bradley (Image: Newsquest)

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Mr Power said: "The Søstrene Grene in-store experience is truly unique, offering an enjoyable shopping environment for customers to explore the diverse and affordable product range.

"We look forward to greeting the people of Norwich at our grand opening."

The opening times are Monday to Saturday 9am-7pm and Sundays 10.30am-4.30pm.

With more than 285 stores worldwide, Søstrene Grene aims to open 100 branches in the UK by 2030 and reach 500 globally by 2027.

Inside the new Sostrene Grene store in Norwich Picture: Denise Bradley (Image: Newsquest)

(L-R) Elodie Reeves, visual merchandiser, and Vanessa Scollay, store manager, inside Sostrene Grene in Norwich Picture: Denise Bradley (Image: Newsquest)

Inside the new Sostrene Grene store in Norwich Picture: Denise Bradley (Image: Newsquest)

Inside Sostrene Grene in Norwich Picture: Denise Bradley (Image: Newsquest)

Inside the new Sostrene Grene store in Norwich Picture: Denise Bradley (Image: Newsquest)

Retail assistants Harvey Catchpole and Tessa Robertson in Sostrene Grene, Norwich Picture: Denise Bradley (Image: Newsquest)