Sostrene Grene opens in Brighton's Churchill Square shopping centre

Sostrene Grene opened in Brighton’s Churchill Square to much fanfare as ballerinas danced to live classical music in front of the crowds.

Customers rushed to Churchill Square with queues snaking along the shop floors in the hope of picking up a Black Friday bargain and free giveaways.

Mike Allchin, 50, who was first in the queue, said: "I queued by the door in the car park from 8.20am opened the doors at 8.30am. Everyone else rushed from Western Road.

Mike Allchin, 50, was first in the queue (Image: The Argus)

"I had a plan and I'm pleased that the plan worked.

"I'm scoping out the wool - I'm looking for my wife who does a lot of crafting."

Customers shuffled round the shop perusing candles, kitchenware and other home essentials at the new Danish homeware store which flung open its doors just before 10am today.

The first 100 customers in the shop were given a gift bag and free £60 rug as part of a giveaway.

The hundreds of shoppers were treated to live classical music and ballerinas ahead of the opening as well as sparkling drinks and cakes on entry.

Anna Berry, 52 from Brighton, was sixth in the queue and has just come out of the shop having been here since 8am.

Anna Berry (Image: The Argus)

She said: "It was nice but you've got to be careful not to spend too much.

"I bought a few bits and pieces for stocking fillers.

"I was here at 8am. I've been here for two hours.

"The music is really nice. I thought the ballerinas were an interesting choice.

"I'll have to come back to collect my rug."

The Sostrene Grene opening on Black Friday came as many shops in the store advertised deals but, with most choosing to shop online, the new opening grabbed all of the attention inside Churchill Square.

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.

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

When asked why she came down to the store, Connie Noble, 28, said: "The free rug which i don't know if we'll get."

She added: "There's not one anywhere else near Brighton. I've been to the one in Amsterdam and really liked that."

"We've got more friends coming.

Part of the queue at Sostrene Grene (Image: The Argus)

"It's to have something new and different.

"We got here at 9.05am and we're all the way back here."

Sostrene Grene says its store and its products are inspired by 'hygge’ – a Danish concept centred around taking time away from the daily rush to “relax and enjoy life’s quieter pleasures”.

Norma Jacobs, of UK Joint Venture who operate Sostrene Grene in the country, said: “We’re delighted to bring Sostrene Grene to Brighton, a city known for its artistic spirit.

"As we step into the holiday season, we invite everyone to discover our collection - perfect for adding a touch of Danish hygge and Scandi-inspired style to the festivities.”