The Danish bed camp disappears from Germany.
The third largest furniture retailer in Europe is not only changing its name - big changes are planned.
Handewitt - The company sees itself as number three in the European furniture market - but now the “Danish bed warehouse” is disappearing from Germany.
From September 27th the chain will be called like the Danish parent company: "Jysk".
The two brands will now be combined with a uniform range and the same name, the Danish company announced at its German headquarters in Handewitt (Schleswig-Holstein) near Flensburg.
The changeover will be costly for the company and there are also innovations for customers.
Danish bed warehouse: Furniture giant disappears from Germany: What is now changing for customers
The furniture giant's branch network is set to grow further: the Danish company wants to operate 1,150 stores in Germany by the end of 2024.
The group currently has around 970 branches under the name “Dänisches Bettenlager”.
According to the Jysk boss, some of these shops are to be expanded.
A new concept is planned in all stores that will bring Scandinavian living and sleeping models to the fore instead of retaining the bed storage character that gave it its name.
The furniture is to be presented in modern themes and colors, and the mattress studios are also to be adapted.
Dänisches Bettenlager / Jysk: Furniture retailer is one of the three giants in Europe
The Danish bed warehouse will change its name in autumn 2021
© xLobeca / RalfxHomburgx / www.imago-images.de
The Jysk group of companies is one of the largest giants in the furniture market.
The company itself ranks third in Europe behind the Swedish giant Ikea and the Austrian group XXXLutz.
4.1 billion euros were turned over in the 2019/2020 financial year.
In Europe, Jysk owns more than 3,000 stores and over 26,000 people work for the Danish company.
Germany is an important market for the chain: The “Danish bed warehouse” turned over 1.2 billion euros despite the corona pandemic - a record result.
Furniture retailer would like to open more Jysk stores in Germany
According to the company's Germany boss, Christian Schirmer, Jysk is spending around 250 million euros on the redesign of its stores.
In a press release, Jysk speaks of “Store Concept 3.0” as “probably the largest corporate transformation in the country”.
The realignment should be completed throughout Germany by 2024.
The pure name change is going much faster: all “bed dormitories” signs are to be removed from the facades in September.
Germany: Jysk instead of Danish bed storage
The new, blue “Jysk” logo is already on some stores. The new, uniform name means something like "coming from Jutland", a Danish peninsula. The furniture store was originally called "Jysk Sengetøslager", in English: "Bettenlager from Jutland". When the first branches were opened in Germany in 1984, the company changed the name for practical reasons. The company name has also been translated for a long time in Austria, where the renaming has already been completed. In the rest of the world, customers have always bought from a “Jysk” branch.
In addition to the changes for customers in Germany, Jysk also wants to open up other markets.
The Danish company opened its first stores in Russia this year.
As the world reports, Turkey and Israel are next on the agenda.
Stores in the Far East are also specific considerations.
List of rubric lists: © xLobeca / RalfxHomburgx / www.imago-images.de