Jysk: positive conclusion after rebranding in Germany

Since September 2021, Dänisches Bettenlager is also called Jysk in Germany. Six months after the rebranding, Christian Schirmer, Country Manager Germany of the Danish company, draws a positive conclusion. "The rebranding from Dänisches Bettenlager to Jysk is not just a name change, but part of a comprehensive transformation in many areas, because the company has long been more than just a 'warehouse for bedding'.

Jysk is a global provider for Scandinavian Sleeping & Living," says Christian Schirmer. "So the task was to reposition the largest country market of the Jysk Group, which has more than 3,150 stores worldwide, fully and step by step." In the course of the transformation, more than 40 per cent of the product range was exchanged and replaced with new, Scandinavian-style items. In addition, there is a clear focus on the omnichannel concept, the consistent interlinking of stores, online shop and business-to-business.

The online shop www.jysk.de, which now runs on a new platform, has also been upgraded and finally the rebranding also includes the introduction of the new, Scandinavian-style "Store Concept 3.0" in all shops. The clearly structured area concept facilitates orientation in the stores, which are to be successively enlarged to an area of at least 950 square metres, if possible. The plan is to convert 300 of the more than 960 stores to the new shopfitting concept by the end of the business year, and the entire store network by the end of 2024.

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