Page 22 - RLI November 2019

Homage to THE STORE pIcTURES ARE fROm

JYSK IN RANdERS, dENmARK

Heritage

“Another reason I believe we
have been successful is our ability
to buy big volumes, which makes
it possible for us to offer prices
for our customers well below
those of our competitors.”

Danish international retail chain JYSK sells everything

customers need for the home and is owned by the family
behind Lars Larsen Group. Here, RLI speaks with Jan Bøgh,
CEO and President of JYSK to discuss what the future holds
and how the company is looking to continue expanding an
already impressive store portfolio.

ounder Lars Larsen opened the first JYSK The upcoming development pipeline will see the loyal, committed and happy employees has been, and will
store in 1979 in Aarhus, the second largest city simultaneous opening of new stores and the continuous continue to be, an extremely important reason why the
in Denmark, whilst in 1984 he took it outside development of its online solutions. The continuation of brand is successful in the future.
Fof the country for the first time, launching in these store openings will see the brand launch a store for the “Another reason I believe we have been successful is our ability
neighbouring Germany. first time in the Russian market, opening in April next year. to buy big volumes, which makes it possible for us to offer prices
Today, the company has 2,848 stores in 52 countries One of the biggest furniture brands in the world, JYSK for our customers well below those of our competitors. This is
including stores named Dänisches Bettenlager and franchised maintains this position in the market by increasing its what has made it possible for us to always have a great offer in all
stores. It has wholly owned stores in Belgium, Bosnia- investments in its Range & Design team to ensure that they of the countries where we are represented,” explains Bøgh.
Herzegovina, Croatia, Czech Republic, Denmark, Finland, always move with the trends and our selling products which The strong values of the company originated from its
France, Greece, Hungary, Ireland, Italy, Netherlands, Norway, are relevant to its customers in this day and age. Founder Lars Larsen and the fact the business is a family-
Poland, Portugal, Romania, Serbia, Slovakia, Slovenia, Spain, We asked Bøgh how the company has embraced the owned company. Its three fundamental values are its
Sweden, Switzerland, Ukraine and the UK. importance placed on social media in the modern retail world and tradesman, its colleagues and its corporate spirit. Of course
“The last 12 months have been very satisfying for us as a how important it is to the company’s current marketing strategy we must also mention its pivotal Scandinavian heritage, this
brand,” explains Jan Bøgh, CEO and President of JYSK. “We and growth… “Social media is an important part of our strategy. is also important for the business, both in the way they work
have continued to attract more customers, seen a growth We have local social media and digital coordinators in the countries with their employees and the way they treat their customers.
in turnover and perception wise we are moving in the right where we are present, making it possible for us to interact with our “I believe there are always challenges, but I also believe that
direction. Our Range & Design team have done a lot to find customers through corporate messages as well as by being local most of them can be turned into opportunities. Obviously
exciting new products, which is making the brand even more and knowledgeable about specific locations. If you are not able to online shopping is here to stay, and will become an increasing
attractive, especially to younger customers.” do that you simply become irrelevant as a company.” part of turnover. However by combining our physical stores,
With more than 100 new store openings on an annual The brand has built up a strong degree of customer loyalty our skilled employees and our online development, I do not
basis, the company is still in growth mode. On 29 August this in the last 40 years, and they have done this by offering the see why this development should not benefit us,” Bøgh says.
year, they set a new record of store openings, by launching best customer service and a great offer every time customers Bøgh finishes the interview by mentioning global issues
11 in one day, proof if it was ever needed that the business is interact with the business. The company is also aware it only such as Brexit, the risk of trade wars and recessions and how
professional and extremely well organised! takes one bad experience to break this built-up trust, which this may affect JYSK moving forward.
A particular highlight in the last financial year was the emphasises the importance of always putting the customer “Despite the risk of these, people still need a bed to sleep
opening of a unit in Ireland, which according to Bøgh has and their needs first in everything they do. in, a duvet and a pillow. Our products are essential, so long
gone very well and they are continuing to see a lot of Drivers behind the success of JYSK are its strong internal as we offer the best products at the best price; we will stay
customers and great numbers in the market. values which are used in its daily work. Its steady stream of relevant in the market.”

22 RETAIL & LEISURE INTERNATIONAL NOVEMBER 2019 NOVEMBER 2019 RETAIL & LEISURE INTERNATIONAL 23