Strategy

In this strategy period, JYSK will prioritise opening new stores in the countries where we are already present to continue to grow the customer base across these markets. JYSK will also focus on opening more stores in large metropolitan cities in Europe, to make shopping even easier for big-city customers.

​With over 3,500 stores in 50 countries, JYSK's customers come from many different cultures and have many different ways of living. The latest example of this is the store openings in Morocco in the spring of 2025. To accommodate this diversity, in the next strategy period, JYSK will take a more differentiated approach where it makes sense across the countries – without compromising the strong JYSK concept.

​In the last strategy period, JYSK invested DKK 4.7 billion in the popular Store Concept 3.0 where more than 3,000 JYSK stores were successfully redesigned. In this strategy period, JYSK expects to invest at least DKK 2 billion in IT infrastructure, online shopping options and other customer-facing platforms, so that customers can shop with JYSK anywhere and anytime.

JYSK will continue our efforts within sustainability, guided by the sustainability strategy, “A Great Offer for Generations”, and the CO2 reduction targets approved by globally acclaimed Science Based Targets initiative (SBTi).

The core values of Tradesmanship, Corporate Spirit and Colleague as well as the customer-first mindset will continue to guide the business as they have always done.