ABSTRACT
The lifestyle retail franchise Sostrene Grene stands out in many ways. The franchise has a storyline deeply rooted within the brand, and a store experience that goes beyond product and service has been at the heart of every Sostrene Grene store since the first one opened its doors in Aarhus, Denmark, in 1973. With a significant focus on the in-store experience, Sostrene Grene for a long time withheld the bold choice of not launching any e-commerce platform, which reportedly has not influenced overall sales. In 2020, though, Sostrene Grene has launched a web shop, countering the effect of continuous lockdowns due to the COVID-19 pandemic. The physical retail experience of Sostrene Grene makes the story, theme and values come alive with aesthetics and ever-changing presentations of the products.
