From the first employee in Greece to Country Director: George Tsironis is ready for new challenges
With more than ten years of experience within JYSK, George Tsironis will become new Country Director of JYSK Greece. In his new role, he will focus on stability and continuity of the strong results in Greece, building strong teams and providing clear direction.
As JYSK continues to expand its store network worldwide, there is a strong focus on strengthening the organisation, especially within the Retail-area. As a part of this development, Greece will officially become an independent JYSK country as of 1 March 2026.
JYSK has appointed George Tsironis, who was the first employee at JYSK Greece, as the new Country Director, bringing with him many years of experience within JYSK and the Greek organisation.
“This is not a personal success story though. It is the result of steady, collective effort. Starting as the first hire in JYSK Greece, when we moved forward as a team from zero to 68 stores and from one to more than 600 colleagues.”
A natural step for JYSK Greece
With Greece entering a new phase on JYSK’s world map, appointing a dedicated Country Director was the natural next step. Greece has until now been grouped organisationally together with Hungary and Austria under a common Country Director. But due to significant growth in Greece, the country is now becoming an independent JYSK country.
Outside of work, George Tsironis enjoys spending time with his family — especially with his 11-year-old son — as well as reading and keeping up with technological developments. Professionally, he knows JYSK from the inside. Over the past 10 years, George has been part of the journey, starting as a District Manager and playing a key role in the opening of the first stores in Greece.
Over the years, he has contributed to building the organisation and developing strong retail teams across the country. He looks forward to the new responsibility and to continuing the effort to make JYSK the customers’ first choice in Greece, always focused on strong offers and simple, customer-oriented retail.
“I am really looking forward to continuing the great work - now as an independent JYSK country,” says George Tsironis.
“George has delivered excellent results”
JYSK opened its first store in Greece in the capital, Athens, in September 2015, when founder Lars Larsen cut the ribbon. Today, the company operates 68 physical stores across the country, as well as an online store, and continues to grow.
The new organisation pleases Mikael Nielsen, EVP for Retail, Customer Service & B2B at JYSK.
“It is with great pleasure that we see such strong progress in Greece, that we can declare it an independent JYSK country; JYSK Greece. In addition, I am proud that we can promote our current Retail Manager for Greece, George Tsironis, to the new Country Director. George has delivered excellent results, and I am completely confident in letting him lead Greece as an independent JYSK country.”
George Tsironis officially starts in his new role on 1 March 2026.
