Oliver won a trip to New York: “I am grateful and proud”

When Oliver Barfod received the Danish Retail Award 2024, it wasn’t just a recognition of his leadership. It was also a ticket to one of the world’s most dynamic cities, New York, to explore the latest retail trends.

Normally, Oliver Barfod is Store Manager at JYSK Herlev close to Copenhagen in Denmark as well as a mentor and trainer for the next generation of JYSK talents. But in early April 2025, he was the one in learning mode – exploring new retail trends in New York as part of his prize for winning the Danish Retail Award.

“I experienced many different retail formats that really stood out, and it was amazing to get a sense of how fast the industry is moving – especially in the US. We visited Nike, Whole Foods, Yeti, Crate & Barrel and many more,” Oliver says.
The Store Manager from Herlev won the award for his ability to create an innovative learning environment for his employees, where they have been able to tailor their own training.

“What left the biggest impression on me during the trip was that the employees we met in the stores didn’t refer to their customers as ‘customers’ – they called them guests. It might seem like a small thing, but it reflects a completely different approach to the profession. I already believe that JYSK offers great customer service, but the trip inspired me to think about how we can take it even further,” he says.

Started his career early

Oliver joined JYSK as a 15-year-old intern, he immediately liked the fast pace of store life. Winning the Danish Retail Award made Oliver reflect on his own career in JYSK.

"I loved the workflow right away, and it quickly felt natural to take the next step and apply for the trainee position after my internship ended,” says Oliver, and continues:

“I am grateful and proud of what I have achieved in JYSK, and the award – along with the trip to New York – has only made me more motivated to deliver results with JYSK.”

Endless possibilities 

Reflecting on his own career, Oliver has no doubt about what retail can offer. 
“Retail doesn’t always get the credit it deserves, but to me it’s a path full of opportunities. In JYSK, talent is noticed and rewarded, and if you want to develop, you can – and that’s what motivates me to keep learning and becoming better each day.”