Leadership and values – JYSK Morocco prepares for the opening
In April, JYSK will open the first stores in Morocco in Casablanca. Before the opening, the new team is undergoing extensive training in JYSK’s leadership and values to ensure a strong culture ready for success.
Opening a new JYSK country is more than just setting up stores, offices and logistics — it is about building a strong culture from day one. That is why training in leadership and values is a key part of preparing our team in Morocco for success.
Together with approximately 20 colleagues, Badr Naciri and Manal Anouar participated in a workshop in Casablanca in January.
Badr Naciri, Store Manager 
Badr is one of the first Store Managers in the Moroccan team.
“The leadership and values training highligted key cultural differences we must navigate as leaders in a Scandinavian organisation. Personally, I appreciate JYSK’s inclusive decision-making style — it aligns well with how I like to lead, even if it's not traditionally Moroccan,” says Badr.
In addition to the training in values and leadership, Badr has also been to JYSK’s Head Office in Brabrand to get a sense of the roots of the organisation and in Spain to train in the stores.
Manal Anouar, Sales & Marketing Assistant
Manal became JYSK Morocco’s first employee in May 2024. Since then, she has been preparing key materials for the launch, including translating data into French and Arabic and developing marketing templates.
“The training was invaluable. We started by learning about ourselves and each other, then explored how our differences may come across under JYSK values. The workshops helped me gain practical ways to apply these values in my daily work as a JYSK ambassador. It was nice to see the whole team gathered for a joint training for the first time and get to know each other even better,” says Manal.
At the end of the two-day training, the team developed an implementation plan outlining how they will embed JYSKs values and leadership in their daily work and pass them on to future colleagues.
