JYSK completes store concept roll-out: “A huge step”

Over the past three years, Jysk has renovated more than one store per day to its latest concept. This investment of 630 million euros has attracted more and younger customers, the Danish home furnishings retailer says.

Improved experience

Jysk has completed its three-year plan to modernise its store portfolio: more than two thousand stores have been updated to the “Store Concept 3.0”, costing the chain 4.7 billion Danish kroner (630 million euros). The new store concept, featuring lighter floors, inspiring room settings, new lighting and soft colours, was introduced in 2018 and showed such positive results that the retailer decided in 2021 to accelerate its implementation.

Despite significant challenges, including longer lead times for supplies and rising raw material prices post-pandemic, the implementation has now successfully been completed. “Our new concept has improved the shopping experience enormously, and together with the development of our range, we believe that we have taken a huge step forward when it comes to brand and quality perception. This is also reflected in more younger customers and better customer feedback”, Vice President Carsten Nørgreen Weinkouff said in a press release.

Good investment

“In order to continue to be attractive to our customers, we need to invest in our stores, and considering our constant revenue growth and solid earnings results over the past financial years, I dare say that the investment is worth the money”, he added. A further renewal to a Store Concept 4.0 is not on the agenda: future changes will be implemented based on the current store concept.

Jysk has opened more than 3,400 stores in 48 countries since founder Lars Larsen opened his first store in Denmark in 1979. In the latest fiscal year, revenue amounted to 41.4 billion Danish kroner (5.6 billion euros).