World’s largest JYSK 3.0 store opens in Iceland

On 28 September, Iceland reopened their store in Smáratorg after an extensive rearrangement according to the modern JYSK 3.0 store concept. With two floors, one of which is designated for inspiration, the store is now the largest 3.0 store in the world.

It is 28 September, and it is reopening day in Smáratorg, Iceland, one of JYSK’s franchise countries. You enter the JYSK store and find a nice, newly modernised store with wood-look floors and a comfortable, relaxed atmosphere. It is the world’s largest JYSK 3.0 store with a sales area of 3,421m2, but it does not seem much different from other larger JYSK stores; a JYSK store as you know it with great offers and an excellent shopping experience.

But as you make your way further into the store, you discover an escalator leading up to the first floor and realise that the store is a bit different than normal. You get upstairs and find an entire floor designated for inspiration. No less than six T-walls with 18 room displays fill up the entire space. It is like a buffet of inspiration for the customers.

“I think that the customers will be ecstatic when they see the store again. Before it was an old store where nothing really had changed for 20 some years. So, this is a quite big transformation. But we are all proud and excited about the big reopening, and I am sure that the customers are too, because this is their store, and they trust us,” Ívar Þórður Ívarsson, who is Store Manager at JYSK Smáratorg, said before the reopening.

Experiment with technology

Not only is JYSK Smáratorg the biggest 3.0 store in the world with lots of inspiration for the customers, but it is also the only JYSK store with a self-checkout system for minimizing queuing.

“It is an experiment that we have wanted to engage for a few years to see if it could make life a little easier for both our customers and employees and maybe improve the customer flow in JYSK Smáratorg,” says Björn Ingi Vilhjálmsson who is General Manager at JYSK Iceland.

A rebranding story

Along with a huge JYSK 3.0 store filled with inspiration, the Icelandic customers also have to get used to a new name. RUMFATALAGERINN, which means bed linen warehouse, was changed to JYSK on the same day as the reopening of JYSK Smáratorg with new logos and change of all seven store fronts.

“The stores have been known as RUMFATALAGERINN for 36 years, so the rebranding has been and still is a huge task. But it is a great steppingstone for us, and we have learned a lot from the rebranding of DÄNISCHES BETTENLAGER as JYSK and have been promoting the name for a long time in the stores with JYSK posters, clothes, and packaging. So, for a while now, most people have seen us as JYSK,” says Björn.