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Rebranding Germany status

Great work with rebranding Germany

Date: 12/11/2021

Author: Rune Jungberg Pedersen, Communications & CSR Director

Category: Attractive Stores , Product Assortment , Strategy

With increased sales in September and October, JYSK in Germany is headed in the right direction after the rebranding.

Rebranding Germany status

On 27 September, JYSK became the name of our company in Germany, and after more than a month, it is time to evaluate how the rebranding process has affected us so far.

“First of all, I would like to once again recognise the huge efforts from everyone involved in the rebranding process. I do not think that many people outside JYSK understand or appreciate how big a task it is to rebrand almost 1,000 stores. That was really a job well done,” says Mikael Nielsen, Executive Vice President Retail.

He is also satisfied with sales so far.

“We set some extremely ambitious targets for the sales in connection with the rebranding, and those we have not been able to meet. However, I think it is really important to understand that this is not a problem. We set very ambitious goals to have something to strive for, but for me it is more important that the development is moving in the right direction in Germany. We have to remember that rebranding is a marathon and not a sprint,” says Mikael.

He points to the fact that sales in Germany have increased by more than 10 percent, both in September and October, even though these were also good months in 2020.

Christian Schirmer
Country Manager in Germany, Christian Schirmer, during a visit to a JYSK store.

Carry on

This view is shared by Country Manager in Germany, Christian Schirmer:

“On my store tour in the first week after the Rebranding, I saw many stores that were set up perfectly and met many teams with 110% sales attitude.”

He explains that the customer reactions towards the brand JYSK have been very positive as well.

“Our new store concept and our great offers in Scandinavian Sleeping & Living are being very well received. We have increased the number of customers and the average receipt grew significantly in the first weeks, and I want to say a big thanks for this to every colleague! The new assortment – especially bath, home textiles, homeware and furniture – is greatly appreciated and that makes me look forward to great weeks and months to come,” Christian continues.

The Country Manager is confident that regarding the “new” name JYSK, it will be just a question of time for everybody in Germany getting used to it.

“We’re coming from a brand awareness of more than 90% with the name DÄNISCHES BETTENLAGER, so there is of course a challenge to establish our new name. To support this, we have set up a huge Marketing program on all relevant channels alongside the Rebranding and we will keep following up on this,” says Christian.

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