JYSK Launches New Strategy To Become Customers’ First Choice

With the new global strategy, JYSK plans to invest DKK 2 billion in IT solutions and prioritise opening new stores in existing markets and large metropolitan cities with great Scandinavian offers for everyone within sleeping and living.

The new strategy, called Customers’ first choice, builds on JYSK’s strong foundation of tradesmanship, which has delivered strong financial growth and successful global expansion with over 3,500 stores across 50 countries since the home furnishings retailer’s founder, Lars Larsen, opened his first store in Aarhus, Denmark, in 1979.

In the new strategy period, JYSK will prioritise opening new stores in the countries where the retailer is already present to continue to grow its customer base across these markets. JYSK will also focus on opening more stores in large metropolitan cities in Europe, to make shopping even easier for big city customers.

“Expansion is part of our DNA, and we already have a strong position in the market. In the next years, we see an opportunity to grow even more in the countries where we already have stores and a strong logistics setup. Furthermore, we want to get closer to customers in some of the bigger metropolitan cities such as Madrid, where we plan to open more stores within the next financial year with great Scandinavian offers within sleeping and living,” says President and CEO of JYSK, Rami Jensen.

A great local offer

With over 3,500 stores in 50 countries, JYSK’s customers come from many different cultures and have many different ways of living. The latest example of this is the store openings in Morocco in the spring of 2025. To accommodate this diversity, in the next strategy period, JYSK will take a more differentiated approach where it makes sense across the countries – without compromising its strong JYSK concept.

“Our JYSK concept is a proven success across many cultures, but we have also reached a size globally, where our customers have different ways of sleeping and where the need for our garden furniture or indoor lighting varies. We want to deliver great local offers that are competitive and relevant, whether our customers live in Finland or Morocco and whether they are young, old, somewhere in between, families, couples or singles, and our accommodated approach will ensure that they can find what they need in our stores,” says President and CEO of JYSK, Rami Jensen.

Investments in IT

In the last strategy period, JYSK invested DKK 4.7 billion in its popular store concept 3.0 where more than 3,000 JYSK stores were successfully redesigned. In this strategy period, JYSK expects to invest at least DKK 2 billion in its IT infrastructure, online shopping options and other customer-facing platforms, so that customers can shop with JYSK anywhere and anytime.

“We need to continue to upgrade and develop our digital solutions to stay competitive. We have invested in our great store network and now our digital touch points must also follow to ensure an easy shopping experience for our customers no matter where they shop with JYSK,” says President and CEO of JYSK, Rami Jensen.

Strong values and Customer First mindset

Although it is a new strategy period, some things will stay the same for JYSK.

JYSK will continue its efforts within sustainability, guided by the sustainability strategy, “A great offer for generations”, and the CO2 reduction targets approved by globally acclaimed Science Based Targets initiative (SBTi).

The core values of Tradesmanship, Corporate Spirit and Colleague as well as the customer-first mindset will continue to guide the business as they have always done.

“JYSK is a successful global retailer thanks to our strong values and our leadership principles, and they remain at the core of everything we do. Therefore, it is only right that our foundation stays the same in this new strategy period together with our great offers within Scandinavian sleeping and living,” says President and CEO of JYSK, Rami Jensen.

The new strategy, Customers’ first choice, runs until the end of the financial year 2028.

Source : JYSK

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