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Silkeborgvej reopening

Morten was at the forefront of historic reopening of store #1

Date: 02/03/2020

Author: Martin Fyn Aamand, Communications & PR Manager, JYSK

Category: Attractive Stores , History

The sun was shining on a frosty Friday morning, 28 February, when JYSK's very first store from 1979 reopened in the chain’s latest concept.

Click above to see more photos.

With a powerful leap, Morten Fjelsted jumped onto the counter of the newly redesigned store, for which he officially became Store Manager on this day.

"ARE YOU READY?!" he roared over the large crowd of colleagues, who had come to take part in the historic reopening, a little more than 40 years after JYSK founder Lars Larsen originally opened the store.

"YEEES!" it sounded in response in chorus.


  • JYSK founder Lars Larsen originally opened the store on 2 April, 1979.
  • The store re-opened on Friday 28 February 2020.
  • The store has a sales area of ​​1,100 square metres and a stockroom of 425 square metres.

Reunion on Silkeborgvej

Among the employees were also three, who themselves took part in opening the first Jysk Sengetøjslager store on 2 April, 1979. Employee no. 2, Kirsten Holst, no. 3, Jéan Brøns, and no. 4 (or so, she believed), Sally Johannesen.

The three members of JYSK’s senior club were present to offer free coffee and cake for the customers, who wanted to get their hands on one of the many great opening offers.

Shortly before 9am, Morten stood on a garden bench in front of the entrance to the store.

“It is a great honour to stand here today and be part of reopening this historic store. It’s great to be allowed to do this, and it’s really cool to see so many customers and colleagues here today,” said a clearly enthusiastic Store Manager.

Praise for JYSK

Then Morten passed on the attention to Kristian Würtz, 1st Deputy Mayor of Aarhus Municipality, who himself lives in the local area and therefore could see with his own eyes the transformation that the store has undergone.

“Thank you for having me here today. I am pleased to welcome you inside in just a little while, not least because JYSK is a company that cares about its employees. In this way, you as a customer are not only getting a great offer, but are also helping support a company that is living up to its social responsibility,” said Kristian Würtz, who is also counselor for social affairs and employment.

At 9:00, Morten and Kristian cut the string together and let the queue of customers into the store.

Experience the reopening in the video below:

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