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JYSK Germany: 1 year after the Rebranding

Date: 27/09/2022

Author: Michael Rotermund, Head of Communications Germany

Category: Expansion

One year ago, DÄNISCHES BETTENLAGER was rebranded as JYSK in Germany. met with three German colleagues to hear how they have experienced the change.

Erik, Alissa and Jenny
Erik Geißler, Alissa Schultze, and Jenny Seele

As part of the “One JYSK” project, DÄNISCHES BETTENLAGER Germany became JYSK on September 27, 2021. The old name was shelved and since then we have been called the same as in all other national markets worldwide.

In this project, the entire corporate identity was redesigned in just a few months and thousands of touchpoints in stores, DCs, regional head office and all digital channels were converted. The topics of shopfitting, ranges, technology, processes and systems were also involved in many changes as a result of the rebranding.

One year later, we and three colleagues look back on the rebranding of DÄNISCHES BETTENLAGER to JYSK.

Jenny and Diana
Jenny and Diana, Bremen

The implementation of the rebranding

Alissa Schultze is Store Manager in Kamen near Dortmund, North Rhine-Westphalia and has been with JYSK since 2014. Erik Geißler is Store Manager in Eilenburg near Leipzig, Saxony and has been with us for 11 years. Jenny Seele is Deputy Store Manager in Bremen and has been with the company for 18 years.

The three experienced the start of the rebranding and the initial period afterwards differently.

Jenny"There was really a lot going on this year: Corona, MYJYSK, implementation of Smartphones and E-mail in the stores, home delivery - many innovations that we had to deal with at first. In the end, everything is an ease for us. Of course it was a lot of work, but looking back things worked out very well. And we felt well supported by the organisation. It was an exciting year.”

Alissa“A lot came together. After the rebranding in autumn with a lot of changes, the start of the garden furniture season was the next big thing we had to master. We were already looking forward to simplified processes, but one or the other started a bit slowly and there were still a few little bugs to solve.”

Erik“It was really a very intensive time with many additional tasks. And the challenge to make our customers also understand the change. There were all sorts of questions, for example whether we were now being bought by the Swedes (laughs). But we were always able to explain well what the word "JYSK" means and that we are merging closer with our parent company. That we have actually always been JYSK – and just had a different name here in Germany.”

1 year later…

What do the three say about how they get along with handling the new name, the new assortment, processes, tools and systems after a year? And how has the customer feedback developed?

Team Kamen
Alissa and team Kamen

Alissa“The name JYSK is becoming more and more accepted and only some customers are still struggling with it. We have familiarised ourselves quite well with the many new systems and processes. Sometimes one or the other still snags a bit. But as we all in JYSK know: Rebranding is a marathon, not a sprint. It is important that you always look at what you can contribute to solving a problem and are not afraid to ask the organisation for help if necessary.”

Erik“The new tools that we received make work much easier in many areas. But of course there were also a lot of innovations all at once that you had to familiarise yourself with. As far as customers are concerned, we have a few who come in a lot more often than they used to.”

Alissa“Thanks to our new look and our new ranges, we have become more attractive to a younger target group. We’re welcoming significantly more young customers in Kamen than we used to.”

Jenny“That’s also the case in our store in Bremen.”

Erik"Looking back, it was a demanding but also exciting year and the effort was well worth it."

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