Dänisches Bettenlager changes its name into JYSK
© Dänisches Bettenlager GmbH & Co. KG

While the retail sector experienced prolonged impacts from the coronavirus restrictions last year, Dänisches Bettenlager reported record sales. The German subsidiary of the furniture chain now wants to move closer to its parent company and is adopting its name. The rebranding is part of developments in the corporate strategy and means that from autumn 2021 onwards, more than 3,000 stores in 50 countries around the world will bear the name JYSK. The merging of Dänisches Bettenlager (based in Handewitt near Flensburg) and the Danish parent company JYSK from Brabrand near Aarhus began in 2019 with the project known internally as “OneJYSK”.

The companies had previously been known by different names for historical reasons. The company was founded by Danish businessman Lars Larsen in 1979 as “JYSK Sengetøjslager” – meaning “Jutlandic bed store”. When the company expanded to Germany in 1984, the Danish name, which meant nothing to German customers, was pragmatically translated into German as “Dänisches Bettenlager”, meaning “Danish bed store”. The stores in Austria also bore this name, before being successfully renamed as JYSK in October last year. The annual turnover of the German arm was EUR 1.128 bn in the 2019/20 financial year; JYSK, which is part of the family-owned Lars Larsen Group, recorded a total turnover of EUR 4.1 bn in the same period.

The renaming of the German stores brings the OneJYSK project to its final phase. Christian Schirmer, country manager Germany, said: “We know that rebranding a brand with around 970 stores that is familiar to more than 90% of the German population is a major challenge. But it is also a huge opportunity to manoeuvre the company into the optimum position for the future. We are more than a ‘bed store’ and have implemented a considerable trading-up strategy for our corporate presence in recent years. Our image as a leading specialist retailer for Scandinavian sleep and home products will be conveyed even more strongly in future with our new Scandinavian name JYSK, our new store designs, our completely redesigned online shop and our new product ranges. And the JYSK values and leadership principles give us a group-wide corporate culture for all of our employees.” As part of the rebranding, the stores will be upgraded to the new “Store Concept 3.0” with new product ranges over time. JYSK wants to offer its customers “a seamless, interwoven omnichannel shopping experience” with comprehensive branch networks and online shops.


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