The merger between DÄNISCHES BETTENLAGER, based in Handewitt near Flensburg, and the Danish parent company JYSK from Brabrand near Aarhus, began in 2019 with the internally named “OneJYSK” project. The previously different naming has historical roots: discount retail chain JYSK was founded in 1979 as "JYSK Sengetøjslager" - "Jutland bed storage" by the Danish businessman Lars Larsen. The inhabitants of the Danish Jutland peninsula are known for being hard-working, down-to-earth and reliable - values that are still very important to the company. In 1984 the company expanded to Germany and the name, which was incomprehensible to German customers, was pragmatically translated into DÄNISCHES BETTENLAGER. The stores in Austria also bore the German name until they were successfully renamed to JYSK in October last year.
With the renaming from DÄNISCHES BETTENLAGER Germany to JYSK in autumn of this year, the “One JYSK” project is now entering its final and most important phase. Christian Schirmer, Country Manager Germany: “We know that rebranding a brand with around 970 stores, which over 90% of the German population knows, is a very big challenge. But it is also a huge opportunity to position the company optimally for the future. We are more than a “bed warehouse” and have already implemented a significant trading-up of our corporate identity in recent years. We will express our self-image as a leading specialist store for “Scandinavian Sleeping & Living” even more strongly in the future through our new Scandinavian name JYSK, our new store designs, our completely redesigned online shop and our new product ranges. And with the JYSK Values & Leadership principles, we have a group-wide corporate culture for all employees." Christian Schirmer continues: “This rebranding is not just a renaming, but rather a transformation. In the course of the “OneJYSK” project, we will use many concepts, systems and technologies with which we at JYSK are already very successful worldwide. This transformation from DÄNISCHES BETTENLAGER to JYSK will be completed in autumn 2021.
The “next step” in corporate development Jan Bøgh, CEO JYSK: “DÄNISCHES BETTENLAGER Germany, with around 970 stores, is by far the largest national market in the group and can look back on an unparalleled success story. Nevertheless, we are firmly convinced that the rebranding to JYSK represents a further development into an even more successful future. The high investments that we make here are a clear commitment to our successful company model. With extensive branch networks and online shops, we offer our customers a seamless, interlinked omnichannel shopping offer that we still firmly believe in. "Jan Bøgh continues: “With this project we benefit from the experience we made last October when we rebranded DÄNISCHES BETTENLAGER Austria to JYSK. Thanks to intensive marketing and communication measures, the name JYSK has achieved a high profile in Austria after only three months. At the same time, customer numbers and sales have developed extremely well. "A new discount store concept and new, Scandinavian ranges As part of the rebranding, the stores will be converted to the new "Store Concept 3.0" over time and JYSK will invest heavily in Germany. This also includes the expansion of many stores to an area of at least 950 m². In addition to the new names, new product ranges are also arriving: an extensive range of products with a modern, Scandinavian look that is already being sold very well in many JYSK stores around the world.
JYSK is an international retail company with affiliated online shops. As a specialist in bedding, mattresses, home textiles, furniture, garden furniture and decorative items, JYSK stands for competent advice and high quality in Scandinavian design and at reasonable prices. The first store opened in Denmark in 1979. Today there are around 3,000 JYSK stores with 26,500 employees in 51 countries. In Germany the stores have so far been operating under the name DÄNISCHES BETTENLAGER, in the other countries under JYSK.
The annual turnover of DÄNISCHES BETTENLAGER DEUTSCHLAND is 1.128 billion euros (financial year 2019/20), the total turnover of JYSK is 4.1 billion euros (financial year 2019/20). JYSK is part of the Lars Larsen Group, which is family owned.
"Scandinavian Sleeping & Living":
As a specialist in bedding, mattresses, home textiles and furniture, DÄNISCHES BETTENLAGER stands for competent advice and high quality in Scandinavian design and at reasonable prices. DÄNISCHES BETTENLAGER belongs to the Danish furniture company JYSK and operates around 970 stores and the online shop DaenischesBettenlager.de in Germany. In total, JYSK's branch network comprises over 2,900 stores with 26,500 employees in 51 countries. The annual turnover of JYSK amounts to 4.1 billion euros (fiscal year 2019/20).