Lars Larsen’s name lives on around the world
Date: 04/08/2023
Author: Lisette Købsted-Nielsen, Communications Consultant
On Sunday 6 August, our founder Lars Larsen would have turned 75. To celebrate his birthday, we highlight the four streets named after Lars Larsen placed in three different countries around the world.
Lars Larsen left a significant mark on the world. Especially in Denmark where the JYSK founder was well-known by everyone.
This was both due to the fairytale story of a young man who came from poor conditions and started his own company that grew to an international billion-dollar business, but also because he featured in JYSK’s tv commercials on national television.
On Sunday 6 August, he would have turned 75, and even though he is not with us anymore, his name lives on in four different places in the world.
In the video, you can see Lars Larsen feature in one of JYSK's tv commercials promoting a waterbed.
The first street sign
The first street sign to be adorned with our founder’s name was placed by Distribution Centre Uldum in Denmark when it officially opened in 2006.
Even though the UN guidelines strongly advise against putting up street signs with names of still-living people, the municipality approved the request when JYSK filed for permission. And Lars Larsen found the initiative great as it was a new way to promote the company.
“Lars Larsen took JYSK everywhere he went. Especially in Denmark, the company name and his own name was the flipsides of the same coin. He was Mr. JYSK. So, a street name with his name on suited him well,” says Carl Erik, JYSK Museum Inspector.
A new tradition at Distribution Centres
In 2019, Lars Larsen passed away and the UN guidelines for naming street signs were no longer an obstacle.
When Distribution Centre Bozhurishte in Bulgaria opened later in 2019, a new street was named after Lars Larsen, and a new tradition was born.
Again in 2022, when Distribution Centre Ecser opened in Hungary as the newest in JYSK, another street was named after our founder.
The decision to name the streets around new distribution centres in JYSK after Lars Larsen was made to celebrate him and honor his memory.
The second street sign in Denmark
The fourth, and so far, last place where all visitors are reminded of Lars Larsen, every time they go down the street, is at the HimmerLand resort in northern part of Jutland, Denmark. The resort was owned by Lars Larsen and now by his family, and here the municipality in honor of Lars Larsen decided to name the street after him shortly after his passing.
Happy birthday, Lars Larsen!
