Exciting challenges await in Belgium
Date: 06/12/2016
Author: Laura Sulbæk Frederiksen, Communications & Sponsorship Consultant
Category: Expansion
When JYSK opens its two first stores in Belgium in April 2017, there are are certain challenges which are particular to the country. The division of Belgium means adaptation to a variety of cultures and languages
The first two JYSK stores in Belgium will open their doors in the cities of Antwerp and Genk on 5 April 2017. And it is no coincidence that the first JYSK stores are opening in the northern part of the country close to the Dutch border.
It is actually the JYSK organisation in the Netherlands which is driving JYSK’s operations in a country with huge differences in terms of both culture and language, depending on where one happens to be. The country is divided up into three different regions with three different languages.
“There is a saying between the Dutch and the Belgians, that you cannot find any other neighbouring countries in the world that are so different,” says Frank Christant, Country Manager for the Netherlands and Belgium.
RESPECT FOR THE CULTURE 
This is why JYSK is starting by opening stores in the northern part of the country called Flanders, and once this is successful, the plan is then to move further south towards the French speaking part. This will also require the production of two advertising papers, each in their own language.
Likewise, the Dutch and the Belgium consumers are also far from being identical:
“You need to spend more time on the Belgium consumers and win their trust before they are willing to buy something. Which is why we need to operate with great respect for the culture. Naturally we will still base our work on JYSK Values, but we need to adjust them according to how things are done in Belgium,” says Frank Christant.
He will also ensure that the Dutch organisation is ready for the challenge.
“We have spent ten years on getting JYSK in the Netherlands to the place where we are today, so we know what it takes. It will be a very different task in Belgium, however. We must use all our experience and entrepreneurial skills, but we are ready and have the resources needed to achieve this,” says Frank.
In the long term, the goal is to open around 50 JYSK stores in Belgium.
