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Danish Brands Add Nordic Charm to Guildford’s High Street

Published on: 23 May, 2025
Updated on: 25 May, 2025

Flying Tiger in the Friary Centre

By Stella Kuchanny

Vikings are not thought to have reached this part of England but today there is a sizeable community of Danes living in Guildford and a growing number of Danish stores are bringing Scandinavian style and substance to Guildford’s shopping scene.

From stylish furniture and minimalist fashion to cosy cafés and creative homeware, six Danish-branded stores now operate in the town — and each is contributing to a distinct Nordic influence.

You might not realise how many Danish shops we have:

The ecco footwear shop in Guildford High Street

ECCO – Known for footwear. Located at 41 High Street.
Søstrene Grene – Offers design-led homeware and gifts. Found in The Friary Centre.
Ole & Steen – A bakery and café serving Danish pastries and sandwiches. Located at 118 High Street.
BoConcept – A modern furniture store featuring clean Scandinavian design. On Woodbridge Road.
Pandora – Famous for its charm bracelets and jewellery. Also in The Friary Centre.
Flying Tiger Copenhagen – Sells quirky stationery, toys, and home goods. Located in The Friary Centre.

Pandora and…

These stores reflect a wider European trend: the rising popularity of Scandinavian brands known for quality, simplicity, and sustainability. Danish design is often associated with natural materials, functional style, and a sense of calm — values many shoppers increasingly seek out.

…Søstrene Greene, both in the Friary Centre

Retailers like Søstrene Grene and Flying Tiger are also known for their creative store layouts, encouraging customers to browse and discover new items with each visit. Meanwhile, food outlets such as Ole & Steen bring the Danish concept of “hygge” — a cosy, relaxed atmosphere — to local dining.

Guildford’s mix of Danish stores adds variety and depth to the town centre. It also shows that, while international in origin, the appeal of Scandinavian living is finding a home right here in Surrey.

Ole & Steen claims to be “Denmark’s Favourite Bakery” Fiona Giles

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Responses to Danish Brands Add Nordic Charm to Guildford’s High Street

  1. Andrew Spybey Reply

    May 23, 2025 at 5:55 pm

    And there’s more! Joe and the Juice at 68 High Street is a Danish brand, started in Copenhagen in 2002.

    To complete the Danification of Guildford, we could do with a Lakrids by Bulow store (for the licorice lovers) and a Skandinavisk stockist for their gorgeous Scandi scents (interestingly Skandinavisk, also based in Copenhagen, was started in 2012 by two Brits). Hej!

  2. Nigel Keane Reply

    May 24, 2025 at 1:45 am

    History records that Vikings certainly did enter Surrey then part of Wessex. Godalming was attacked and sacked. This area was subjected to raids by Vikings using the rivers in search of booty. It was during one such raid in AD 893 that a Danish army was defeated at Farnham by a force led by Alfred’s eldest son, Edward.

    A substantial body of Danes had landed at Appledore on the south Kent coast and marched north-west to enter Surrey somewhere to the south-east of Guildford. The Wessex forces successfully outmanoeuvred the enemy and intercepted them at Farnham. Here a fierce battle forced the Danes to retreat northwards across the Surrey heathlands to the Thames.

    Pursued by the Anglo-Saxons, the Danes crossed the river somewhere between Windsor and Chertsey. Such was their panic that they were forced to swim across, having failed to find a suitable ford.

    Afterwards the Danish King Cnut (famous for proving to his courtiers that he could not stop the sea) became King of England followed a few years later by King William with his Normans who were of course Vikings who had settled in France.

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