A new store selling minimalistic homeware is offering customers vouchers and goodie bags to celebrate its opening in High Wycombe.

Danish homeware store Søstrene Grene is opening its doors in the Eden Shopping Centre in High Wycombe today, Friday, June 23 in Unit 42 on Newland Street, a building previously occupied by Patisserie Valerie.

The company, known for its minimalist aesthetic and affordable high-quality products, is celebrating its arrival in High Wycombe by gifting customers vouchers and goodie bags and treating them to refreshments and live classical music.

Founded by the Grene family in 1973, the brand has over 200 stores in 16 countries, with Wycombe the latest to experience Søstrene Grene’s unique shopping model, dubbed ‘Retail for the Senses’, which is designed to stimulate customer senses while they browse.

The concept consists of a 345-metre store layout designed to evoke a labyrinth, with wooden crates and subdued and relaxed lighting creating “a more interesting and free-flowing journey” for shoppers.

Søstrene Grene is also known for its regular new product drops and seasonal collections, with new and exciting Danish homeware landing on the shelves every week.

From candles and quirky vases to kitchenware and furniture, the store’s products are designed to promote “the little things in life”, with minimalist décor that reflects the laidback Scandinavian approach to beauty.

Norma Jacob, Søstrene Grene’s UK Joint Venture partner, said the Eden Shopping Centre was “the perfect location” for the new store.

Meanwhile fellow venture partner Richard Power added: “By ensuring our stores are in prime locations across the UK, we can make Søstrene Grene accessible for everyone and we are confident High Wycombe will be no different!”

Readers can click here to find out more about the Eden Centre’s newest store, which is open now.