Polestar has expanded its Danish retail network with the opening of a brand-new Polestar Space in Sønderborg, developed in partnership with Pedersen & Nielsen. The new showroom officially opened its doors on 12 February and replaces the previous location in Aabenraa, marking a strategic move to a more modern and accessible setting in Southern Jutland.
A new location with a modern vision
The new Polestar Space is located at Ellegårdsvej 5 in Sønderborg and features a 198-square-metre showroom designed to showcase up to four vehicles, alongside two permanent workstations for staff. The relocation provides Polestar with a contemporary base in the region, offering improved facilities and a more refined customer environment.
The showroom has been created with a strong emphasis on circularity and responsible design. Architects reused materials from existing Polestar interior elements across Denmark, integrating them into a cohesive and locally adapted architectural concept. The result is a modern retail space aligned with Polestar’s broader sustainability ambitions, where materials, design and brand identity work together seamlessly.
Focus on experience and sustainability
According to Jesper Brix, CEO of Pedersen & Nielsen, the new Space has been designed to stand out both visually and experientially, reflecting the same attention to design, quality and responsibility found in Polestar’s vehicles. The goal is to offer customers a distinctive and welcoming environment where they can explore the brand’s electric performance models in a setting that mirrors its core values.
Strengthening Polestar’s Danish footprint
The move from Aabenraa to Sønderborg represents more than a simple relocation. It enhances Polestar’s accessibility in Southern Denmark and creates a stronger, more cohesive customer journey for both existing owners and potential buyers.
Henrik Bang, Managing Director of Polestar Denmark, emphasised the strategic importance of the opening, noting that the company aims to make electric performance vehicles accessible to consumers across the entire country. The new Sønderborg Space reinforces Polestar’s regional presence and supports its continued growth in the Danish market.
Eight Polestar Spaces across Denmark
With the addition of Sønderborg, Polestar now operates eight Spaces nationwide. The brand is currently represented in Aalborg, Aarhus, Herning, Vejle, Odense, Nærum, Vallensbæk and now Sønderborg—forming a comprehensive retail network designed to bring customers closer to the Polestar experience.
