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JYSK store front

New name for almost 1,000 stores in Germany

Date: 14/01/2021

Author: Rune Jungberg Pedersen, Communications & CSR Director

Category: Attractive Stores , History , Strategy

What does JYSK mean?

  • The Danish word jysk means someone or something originating from the peninsula called Jutland in Denmark.
  • Being from Jutland is generally connected to the values of being hard-working and trustworthy.
  • Even though the origin of the word is Danish, all JYSK employees share the values it represents, no matter where in the world they work.

During the autumn of 2021, all stores in Germany will change name from DÄNISCHES BETTENLAGER to JYSK.

Since JYSK opened the first store in Germany in 1984, customers have known our stores as DÄNISCHES BETTENLAGER.

However, this will change when the almost 1,000 stores in the country will be converted to JYSK during the autumn.

“This is something we have been working on for a long time without having a specific time schedule. We have that now, which means that we can now inform our customers, employees and partners that the change will take place in the autumn of 2021,” says CEO and President of JYSK, Jan Bøgh.

With the name change in Germany, all stores in the world will be called simply JYSK.

Lars Larsen
JYSK founder Lars Larsen opened the first DÄNISCHES BETTENLAGER in Germany in 1984.

Success in Austria

In October 2020, JYSK completed the first stage of the name change, when 88 stores in Austria changed their name from DÄNISCHES BETTENLAGER to JYSK.

“Along with the change of name, JYSK is launching new concepts, updated stores and new products. This has been well received by customers in Austria, and we saw a significant increase in sales before the stores unfortunately had to close due to coronavirus,” says Jan Bøgh.

The experiences from Austria combined with the advantages of having only one brand is the reason JYSK has decided to change its name in Germany in 2021.

"With just one brand, it is also easier to fully utilise marketing concepts and benefit from our initiatives across all markets. I have no doubt that both customers and employees will also welcome the name change in Germany,” says Jan Bøgh.

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