Jysk bets on city stores and digitisation

Over the next three years, Jysk plans to focus on growth in major European cities. At the same time, the company is investing further in digital platforms. The Danish home furnishing chain sees plenty of room for expansion.

Closer to the customer

“Customers’ first choice” is the name of the strategy with which Jysk wants to enter a new phase of growth. The retailer wants to expand the customer base in countries where the chain already operates. In addition, Jysk is shifting its focus to major European cities to make shopping easier for urban customers.

“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”, CEO Rami Jensen said. The retailer already has more than 3,500 stores in fifty countries.

Digital investments

The investment focus is shifting from physical stores to digitisation. In the previous strategy period, Jysk invested 4.7 billion Danish kroner (630 million euros) in the 3.0 store concept, successfully revamping more than 3,000 stores. In the new strategy period, the retailer expects to invest at least two billion kroner (250 million euros) in IT infrastructure, online shopping and other customer-focused platforms.

“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”, Jensen added.