The Brand Book (UK)

WELCOME TO THE WONDERFUL WORLD OF ANNA AND CL ARA

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THE S TO R Y BEHIN D SØSTRENE GRENE In a creative home with room for innovative ideas, the wonderful tale of Søstrene Grene began in the late summer of 1973 in Aarhus, Denmark. It is the story of two elderly sisters, Anna and Clara Grene, who diligently work to create slight, bright differences to everyday life.

Anna and Clara are able to find beauty and happiness in even the smallest of things, and their hope is to share their enthusiasm with the rest of the world.

Therefore, the sisters have created a chain of retail stores where a truly special atmosphere exists. Walking into one of these stores is meant to feel like entering an oasis where, at least for a while, shoppers can take a break from the hectic pace of everyday life.

By doing this, the sisters seek to set the stage for wonderful experiences and joyful moments.

Experiences that encourage people to explore and to let their imaginations run free.

As Anna is fond of saying: “With a curious and creative mind, even the smallest things can become something wonderful.”

The warm-hearted and imaginative souls of the two sisters are expressed in even their smallest creations - the joy of creating is immense and no level of detail is insignificant.

With great passion, the sisters develop new designs within their product categories, e.g. interior design, stationery, gift wrapping, crafts, kitchenware and toys for children.

The stores receive a wealth of new products every week, and many of these items are only sold for short periods. “Variety is the spice of life,” as Anna says, although some items are included in the permanent product range.

Common to all products is an elegant and feminine expression that brings beauty to everyday life, and the prices are always kept at a reasonable level.

Happiness, you see, is when Anna and Clara manage to surprise and inspire, to bring out smiles and excitement.

In every respect, Søstrene Grene is based on strong family values, and their stores are places where customers can put complete trust in the products.

Welcome to Anna and Clara´s wonderful world.

But remember – only buy what you need!

s, Kindest regard a Anna and Clar

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SØS TRENE GRENE’S VA L U E S PAGE 8

E XPERIENCE SØSTRENE GRENE WITH ALL THE SENSES PAGE 11

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C R E AT I V E C U S T O M E R S PAGE 31

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F O L L O W A N N A A N D C L A R A’ S WONDERFUL WORLD ON SOCIAL MEDIA

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SØS TRENE GRENE’S VA L U E S J OY Anna and Clara wish to create slight, bright differences to everyday life and help spread wonderful, positive energy.

“Happiness can be found wherever you choose to look for it,” Anna and Clara always say.

AESTHETICS Anna and Clara are able to find beauty in almost anything, and they diligently work to create products of high aesthetic value with feminine undertones.

EVER- CHANGING Anna and Clara aspire to pique the curiosity. This is why they make a virtue out of creating an ever-changing range of products that always surprises and is up-to-date with current trends.

As the sisters typically say: “What you do not find today, you may be able to find tomorrow.”

FINDS Anna and Clara gain immense satisfaction whenever they can serve as hosts for great finds. They always strive to deliver quality products at favourable prices.

C R E AT I V I T Y Creativity makes day-to-day life a wonderful experience.

Therefore, the sisters always aim at inspiring their surroundings to bring out creativity.

‘H YGGE’ To Anna and Clara, ‘hygge’ is a state of joy, contentment and warmth.

A sense of belonging to the present. The sisters always make efforts to host wonderfully cosy gatherings.

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E XPERIENCE SØSTRENE GRENE WITH ALL THE SENSES From your first step into Søstrene Grene, Anna and Clara gently lead you through a labyrinth of elegant, colourful products.

On your way, you listen to the tones of classical music and move in the comfortably subdued lighting, which illuminates the sisters’ products.

The wonderful thing is that at any point of your journey, you may stop to feel and touch the products from the iconic wooden crates and examine them with your own hands. Exploring Søstrene Grene is meant to be therapy for the soul.

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SØS TRENE GRENE’S D E S I G N S I G N AT U R E Anna and Clara’s design signature is an inclusive design expression which seeks out all that is graceful and cosy. The sisters work with the trends of the time in their own, interpretative way.

The feminine and Scandinavian expression is characteristic of the design signature with its lightness and harmonious colours that may suit most homes.

To the sisters, it is paramount that the products are not only useful – they need also be of high aesthetic quality and serve to create happiness in everyday life.

SØS TRENE GRENE’S WONDERFUL ASSORTMENT Each week, all Søstrene Grene stores receive a wealth of new, exciting products, and some are only sold for limited periods.

“Variety is the spice of life,” as Anna says, although some items are included in the permanent product range.

Throughout the following pages, you will find a selection of the sisters’ product categories.

HOME A ND INTER IOR · K ITCHEN S C H O O L A N D O F F I C E · C H I L D R E N A N D P L AY C R A F T S A N D D O - I T- Y O U R S E L F PA R T Y I T E M S A N D G I F T W R A P SEASONS · CHRISTMAS

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HOME AND INTERIOR To Anna and Clara, interior decoration is all about well-being.

This inspires the sisters’ enthusiasm to create fine, quirky interior items and small furniture.

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K I TCHEN The kitchen is the heart of the home – it is where friends and family gathers. For this reason, Søstrene Grene has a wide variety of kitchen utensils, ranging from functional kitchen tools to aesthetically pleasing tableware pieces and napkins with designs.

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SCHOOL AND OFFICE Anna and Clara have always said that wisdom is the result of hard work and the right tools.

In Søstrene Grene, you can find practically anything for the office, the creative nook or the children’s studies.

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C H I L D R E N A N D P L AY For the little ones, everything from sturdy wooden toys to soft teddy bears are available.

Anna and Clara believe that children should be allowed to be children and play is an important part hereof.

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C R A F T S A N D D O - I T-Y O U R S E L F To Anna and Clara, their creative hobbies serve as breathing spaces.

Therefore, the selection of craft items, yarn and artist materials for both large and little pieces of artwork is extensive. What fascinates them about creativity is that everything can take on new forms.

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PA R T Y I T E M S AND GIFT WR AP Anna believes that the gift wrap is half the fun of presenting a loved one with a present. Therefore, she always adds a dash of love to the gift wrapping, making the presents both beautiful and personal.

Søstrene Grene offers a large selection of splendid decorations for table, home and presents.

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SEASONS Anna and Clara are ever inspired by the seasons.

Therefore, in Søstrene Grene you will find a wide selection of seasonal items for outdoor living, Easter and Halloween, etc.

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FIN D YO U R CHR IS TM A S SPIR IT WITH ANNA AND CL AR A Christmas is a very special time for the dear sisters.

It is the festival of love and a time during which we make that extra effort to bring happiness to those we hold dear. In Søstrene Grene, you will always find a wealth of inspiration for the Christmas festivities.

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C R E AT I V E C U S T O M E R S Every day, Anna and Clara are rewarded with great, creative ideas from their customers, and the sisters always share these to inspire others. #grenediy

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D O - I T-Y O U R S E L F I N T H E C R E AT I V E C O R N E R Anna and Clara dedicate a lot of time to giving their customers creative ideas and inspiration. Every week, the sisters share cosy do-it-yourself videos that strive to encourage creativity.

It is amazing how many applications a products suddenly gets when you have a creative mind.

E X P L O R E A N N A A N D C L A R A’ S C R E AT I V E C O R N E R : W W W. S O S T R E N E G R E N E .CO M

F O L L O W A N N A A N D C L A R A’ S WONDERFUL WORLD ON SOCIAL MEDIA

SISTERLET TER If you would like to be among the first to know when Anna and Clara have something new to share about their collections and catalogues, then feel free to sign up for the Sisterletter. You can sign up for the Sisterletter at www.sostrenegrene.com

FAC EB O O K Every week, Anna shares new, creative projects, for instance, little do-it-yourself videos in which the sisters encourage you to participate. Additionally, the sisters inform about exciting, new products and answer all enquiries with great assiduity.

I N S TA G R A M If you wish to stay up-to-date with Søstrene Grene’s new products, Instagram is the place to go. Every day, Anna and Clara share photos of selected new items. Keep an eye on the sisters’ well-known hashtags #grenediy and #grenehome

YOU T UBE Are you excited about Anna’s do-it-yourself videos?

Then the sisters recommend that you subscribe to Søstrene Grene’s YouTube channel. On this channel, all the do-it-yourself videos are stored, and two new videos are uploaded every week.

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R EM A R K S FR O M CUS TO MER S ON SOCIAL MEDIA Fantastic shop with great products for office and home. Love Søstrene Grene!

K AROLINA, THE NETHERL ANDS Søstrene Grene has a vast number of products, one really gets value for the money. And the staff is kind.

L O R E N A , S PA I N I visited Søstrene Grene last week. They had so many craft, interior, office and children’s items that were both cheap and lovely.

I even bought cotton yarn and a Tunisian crochet needle for a do-it-yourself project.

DENISE, ENGL AND Simply my favourite shop. Have been shopping there all the years the sisters have existed. What would we do without them?

BIT TEN, DENMARK Yesterday, I visited Søstrene Grene in Rotterdam.

What a wonderful shop! So many great products at very reasonable prices!

ELSEMIEK, THE NETHERL ANDS I love Søstrene Grene’s tasteful products that always have a sophisticated, Scandinavian expression.

AGNÈS, FR ANCE

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H YGGE IS A FEEL IN G YO U C A N N O T T R A N S L AT E Hygge is a state of joy, contentment and warmth.

A sense of belonging to the moment.

Hygge occurs when you live in the present and have fun.

When you “hygger�, you frame the great moment and notice all the positive qualities that add to the wonderful feeling of being alive.

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OPENING HOURS A N D L O C AT I O N S If you would like information about where your nearest store is located and when it is open, please visit www.sostrenegrene.com

E XCHANGE POLIC Y Remember that we will exchange all as-new items within 14 days of purchase on presentation of receipt.

The exchange service is nationwide.

2018 · Design by Søstrene Grene · All rights reserved. © Søstrene Grene

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In Søstrene Grene, every day we work to create wonderful experiences that cause joy, excitement and which provide a little breathing space from the busy everyday life. We do this because we believe that by motivating smiles and joy in our guests, we can help shape the day into one of the good ones.

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www.sostrenegrene.com