Lars Larsen’s trusted front runner celebrates 40th anniversary

On 14 August 2020, Purchasing Advisor Åge Nielsen celebrates his 40th anniversary in JYSK.

Lars Larsen is known as the tradesman, who founded and developed JYSK to become a global retailer with thousands of stores.

But even a man with the energy of Lars Larsen could not do everything by himself, and the success of JYSK is therefore also very much a result of the efforts of a number of very dedicated employees, some of whom have been part of JYSK almost from the beginning.

One who stands out is Åge Nielsen, who among other efforts was the driving force in developing the business in Germany from zero to almost 1,000 stores. Therefore it is also a very special day, when Åge Nielsen celebrates his 40th anniversary on 14 August.

”It has been an adventure, which I would not have wanted to miss out on. I have experienced a lot and travelled the world as part of my job. This has been a very big part of my life,” says Åge Nielsen.

1,000 stores

The adventure began in store number 6 on Store Torv in Aarhus, Denmark.

He also helped open a number of other stores, before Lars Larsen asked him to go to Zealand and open the first store in the capital region of Denmark.

Åge Nielsen did this, and after a number of store openings on Zealand, Lars Larsen asked Åge Nielsen, if he would be interested in leading the expansion in Germany.

“My answer was that I did not speak German, but Lars Larsen did not think that this would be a problem. People on Zealand do not understand your dialect either, as Lars Larsen said, and then it was settled,” says Åge Nielsen, who in 1984 was appointed CEO of Dänisches Bettenlager, which is also the name of the German stores today.

Directly from the delivery room

And there is nothing bad to say about that decision. Today, almost 1,000 Dänisches Bettenlager stores have opened in Germany, and building the business has been a big part of Åge Nielsen’s life.

”I have always worked long hours, which is something my wife and I have agreed on. But that does not mean that it has not been tough. I especially remember the opening of store number 27 in Germany, which was in Hamburg. My wife gave birth to our daughter at the hospital in Silkeborg at 6 in the morning, and then I hurried from the delivery room to make it to the opening in Hamburg at 11.30,” explains Åge Nielsen.

Another experience, which has been very significant to Åge Nielsen, was the fall of the Berlin Wall and the effect on JYSK.

”This provided fantastic opportunities, but we had to do some alternative thinking, because there were not many retail stores for rent in East Germany. Therefore we had to set up stores wherever possible. This included a hunting cabin near Rostock, sports facilities and canteens at abandoned factories,” says Åge Nielsen.

Smaller role

After many years as the driving force in Germany and as responsible for purchasing all over the world, Åge Nielsen now has a less visible role as Purchasing Advisor.

”I am very happy about that. I have two grandchildren, and it is nice that I can be there for them. Perhaps even more than I was for my own daughter. Furthermore my wife and I plan to travel. I have been many places for work, but I have not seen very much. As an example I have been to China more than 100 times, but I have seen very few of the attractions and beautiful places that China has to offer,” says Åge Nielsen.

A great friend

He also hopes to spend more time on the golf course, although he is sad that it will not be together with his friend and boss for many years, Lars Larsen.

”Golfing was one of the activities that we did together, and I am still very affected by the fact that he is no longer among us. I lost a fantastic friend and a great boss at the same time,” says Åge Nielsen.

Although the loss of Lars Larsen means a lot to Åge Nielsen personally, he is not afraid that it will have negative consequences for JYSK.

”Lars Larsen was always great at finding the right people to run the company. Combined with the efforts of Jacob Brunsborg and the rest of the owner family, I have no doubt in my mind that JYSK will continue to be successful for many years to come,” says Åge Nielsen.

Personally though, he announced long ago that he will retire on 31 August 2021 after 41 years in the company.