Since JYSK opened the first store in Germany in 1984, the customers have known JYSK as DÄNISCHES BETTENLAGER.
However, this will change, when almost 1,000 German stores will be converted to JYSK during the autumn.
“This is something we have been working on for a long time without having a specific time schedule. We have that now, and that means that we can inform customers, employees and partners that the change will take place in the autumn of 2021,” says CEO & President of JYSK, Jan Bøgh.
In October 2020, JYSK completed the first stage of the name change, when 88 stores in Austria changed their name from DÄNISCHES BETTENLAGER to JYSK.
A change that was well received by customers.
“Along with the change of name, JYSK launches new concepts, updated stores 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 coronavirus,” says Jan Bøgh.
The experiences from Austria, combined with the advantages of only having one brand, is the reason JYSK chooses to change its name in Germany in 2021.
“Our focus on Scandinavian-inspired designs and new concepts has been very well received in the countries that were previously managed from Germany, which in addition to Austria are Italy, France, Spain, Switzerland and Portugal. Therefore, we believe that there are great advantages in unifying the name, concept and range as soon as possible,” says Jan Bøgh and continues:
“With just one brand, it is also easier to fully utilise marketing concepts and benefit from our initiatives globally.