Dänisches Bettenlager: New name, expanded home range

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After Austria, now also in Germany: "Dänisches Bettelager" becomes "Jysk". From autumn 2021, the chain store Dänisches Bettenlager will also operate in Germany under the name of its parent company Jysk. In the future, all of the company's more than 3,000 shops worldwide will operate under the uniform name. In addition to the new name, the product range offered is also to be significantly expanded.

The company announced that it will invest heavily in Germany as part of the rebranding and convert the shops to the new "Store Concept 3.0" over time. This also includes an enlargement of many locations to an area of at least 950 m2. The rebranding is part of the project internally called "One Jysk", which began in 2019 with the merger of Dänisches Bettenlager, based in Handewitt near Flensburg, with the Danish parent company from Brabrand near Aarhus.

Stores in Austria also carried the German name until they were renamed Jysk in October last year. "We know that rebranding a brand with around 970 stores that over 90% of the German population knows is a very big challenge," explains Christian Schirmer, Country Manager Germany. But he says it is an opportunity to position the company optimally for the future. "We are more than just a "Bettenlager (bedding depot)" and have already implemented a significant trading-up of our corporate image in recent years."

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