4 years of war and almost 30 new stores: JYSK Ukraine continues to move forward

Despite missile attacks, damaged infrastructure, and disrupted supply chains, expansion has continued thanks to JYSK employees’ great efforts. When Russia invaded Ukraine in February 2022, JYSK had 85 stores in Ukraine. Four years later, the store network has grown to 113 including a web shop.  

24 February marks four years since the full-scale invasion began in 2022. To offer an insight into the current situation for our colleagues in Ukraine, GO’JYSK has spoken with the Country Director of JYSK Ukraine, Ievgenii Ivanytsia. 

It is a clear strategy for Ievgenii and his team not to portray themselves as victims. Not to ignore what is happening, but to focus on what they can control. 

“We do not ask for special treatment because of the war. Our ambition is to deliver on our targets just like any other JYSK country. Maintaining a sense of normality and structure in our daily work makes a real difference. Our customers still expect great service and great offers, and that remains our focus every day while we continue to adapt to the strange circumstances we are facing,” the Country Director says. 

The determination to compete and deliver results thrives despite the ongoing war. 

“We have a dream to exceed our colleagues in Denmark in terms of number of stores by the end of this calendar year. That would be a big milestone for us to achieve,” says Ievgenii. (JYSK Denmark currently has 117 stores.) 

Keeping the everyday going 

Attacks on infrastructure have made conditions even more difficult, especially during the winter.  

In some areas, stores only have electricity for a few hours at a day. Heating is limited, and opening hours are sometimes reduced, so colleagues do not have to work in freezing conditions. 

“We have learned to be very flexible. Our opening hours sometimes changes day by day, and we carefully plan our schedules to take into account the changing circumstances of our colleagues. It is not always easy, but our flexibility allows us to continue operating effectively and we do all this while expanding,” says Ievgenii and continues: 

“We now employ almost 1,000 colleagues, which is almost 1,000 families that JYSK directly supports through employment in Ukraine and that makes me very proud.” 

Staying motivated 

The commitment to maintaining a sense of normality despite the war extends beyond life in the stores and in the offices.   

Helping others has become another way for the team to stay connected and motivated. 

“When we help others, for example by organising blood donations in our stores or supporting orphanages and other local charities, it gives us a sense of belonging. I can feel how we have moved closer together as a team by helping each other,” says Ievgenii.