Scandinavian Sense offers customers organic cotton

JYSK has developed a new range of home textiles produced from organic cotton.

At the end of March, a new section of home textiles is on the way to JYSK's stores and online in Denmark, Sweden, Norway, Finland, the Czech Republic, Slovakia, Romania and Bulgaria.

With Scandinavian Sense, as the collection is called, JYSK will offer customers new opportunities in the form of an even wider range of home textiles, while making organic cotton easily accessible to more consumers.

"With Scandinavian Sense, our goal is to provide customers with understated luxury. The new home textiles should both feel great and be beautiful to look at without being flashy. Organic cotton combined with Scandinavian minimalism creates a wellness atmosphere, which we think a lot of customers will like to bring home," says Line Skaaning Lindskov, Range & Design Coordinator, who has been the project leader on the collection.

The collection consists of towels, a throw, a bath mat and bed linen. In Denmark, Sweden, Norway and Finland, the collection also includes duvets and pillows.

Meet the buyers behind the products

Below you can meet the buyers who have collaborated across departments to make Scandinavian Sense come to life.

Lotte Gandrup Thielke Pedersen, Category Manager, responsible for the throw:

"I look forward to experiencing customer response to the organic throw that I have purchased. It has been praised a lot by my colleagues who have brought it home for testing. It is warm without being too hot, and it is nice to touch and wrap yourself in. At the same time, it is very decorative on the bed or sofa.

The whole series - created across the purchasing departments - fits well together and gives just the Scandinavian look we are working with in JYSK. It is capable of showing deliciousness and exclusivity, but still at very reasonable prices."

Kathrine Møller Nielsen, Category Manager, responsible for the bed linen:

"You really get value for money with the products in Scandinavian Sense. The details have been carefully selected and these are the small things that create the quality perception. As a customer, you should feel that you get something extra.

It will be exciting to see how it will be received in the different countries. There is a big difference between how much focus is on organic cotton across the markets. In some places, the organic aspect is important, while elsewhere it is about design and quality. Fortunately, Scandinavian Sense offers both."

Sara Rasmussen, Category Buyer, responsible for the towels and bath mat:

"I think the products are very good, both in terms of design and colour. We have achieved a very good quality on the products, also on the towels and bathmats that I have worked with. This is because we have spent a lot of time on achieving the right qualities.

Especially the waffled towel is something we otherwise do not have in the assortment. I definitely have to go home and hang that in my bathroom, and I am also particularly excited to see the sales results for this one."

Laurence Muller, Category Manager, responsible for the duvets and pillows:

“With this new collection, we manage to combine sustainability, Scandinavian design and high-quality textile materials at very affordable prices. The message we send to our customers is once more very clear: We always strive to offer the best value for money, also when we develop an organic cotton range like this.

For our Scandinavian Sense duvets and pillows, we worked with some of our best European partners and went for the best organic cotton fabrics and the best filling materials. The items look very exclusive and the duvets are also packed in cotton bags.”