ROTTERDAM, 25 March 2026 – Alexandrium Shopping Center is adding two new stores on Friday 27 March, with both Shoeby and Søstrene Grene opening their doors on the same day. The double opening gives the shopping centre two fresh additions at once, with launch-day offers and small opening events planned at both locations.
For shoppers in Rotterdam East, it is one of those practical retail updates that still says something about where Alexandrium is heading. On the same day, the centre is welcoming the return of Shoeby to Rotterdam as well as a new branch of Søstrene Grene, the Danish retail chain known for affordable home accessories, hobby items and small gift ideas.
The two openings are being marked in different ways, but both are clearly being framed as more than quiet rollouts.
Shoeby returns to Rotterdam
Shoeby is opening a new store in Alexandrium Shopping Center opposite ICI Paris XL. The brand is focusing on women’s and girls’ fashion, with the opening positioned as a Rotterdam comeback.
Shoeby
The opening also comes with immediate launch-day promotions. The first 25 customers will be able to shop with 50 per cent discount, and gift bags will also be handed out. For those who miss the early rush, the full opening weekend will still include 20 per cent discount on the collection.
That makes Shoeby the more straightforward fashion-led opening of the two, built around a familiar retail formula of clothing, personal service and a strong opening weekend push.
Do you run a business? RotterdamStyle is looking for a main sponsor. Get exclusive visibility across our website for a fixed fee. Interested? Contact us 🤝
Søstrene Grene opens with morning event
Søstrene Grene will also open on 27 March, in a unit next to Etos and opposite Jeans Centre. The chain is known for Scandinavian-inspired retail, with a mix of home items, creative supplies and gift products.
Søstrene Grene
Its opening starts slightly earlier in tone and in timing. At 9:59, a red carpet will be rolled out and the launch will begin with classical live music and a series of giveaways.
That fits the more curated and atmosphere-driven style the chain tends to use around its stores. Rather than a hard sales launch alone, the opening is being presented as an experience tied to the brand’s quieter, design-led identity.
A small retail moment for Alexandrium
Taken together, the two openings give Alexandrium Shopping Center a useful little boost heading into spring. One store brings back a fashion name to Rotterdam, the other adds a lifestyle concept with a distinct Scandinavian feel.
