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In the autumn of this year, all of Jysk’s German stores currently called Dänisches Bettenlager will be renamed Jysk. The Danish furniture retailer has already done the same in Austria.
Moving towards one global brand
Jysk has been operating in Germany since 1984. From its origin, the Germans have known the brand as Dänisches Bettenlager, but that will soon change. This autumn, all 1,000 stores will be renamed Jysk.
“This is something we have been working on for a long time without sticking to a specific timetable. Now we do have one which means we can inform customers, employees and partners, that the renaming will take place in the autumn of 2021,” says CEO Jan Bøgh.
In October of last year, the Danish company completed the first phase of the name change, when 88 Austrian shops changed their name from Dänisches Bettenlager to Jysk. The renaming went along with new concepts, the remodelling of branches and new products. “This was well-received by customers in Austria, and we saw a significant increase in sales before the stores, unfortunately, had to close due to the coronavirus,” says Bøgh.
The positive experiences in Austria, combined with the obvious advantages linked to having an integrated brand, are the main reasons for the name change in Germany. “Our focus on Scandinavian-inspired designs and new concepts were well-received in the countries previously managed from Germany.” In addition to Austria, those countries include Italy, France, Spain, Switzerland and Portugal. “For this reason, we believe there are great advantages to unifying the name, concept and range as quickly as possible.” In terms of marketing, too, a single brand comes with many advantages.
