JYSK, the new Danish decoration discounter attacking the French market
Perhaps you have already come across this logo: you can see a goose on a blue background, and, spread out in white and in large letters, the name of the brand: JUSK. An emblem supposed to distinguish the Danish brand from its main competitor, the Swedish giant IKEA. Founded in Denmark in 1979 by Lars Larsen, JYSK specializes in furniture and home accessories at low pricesand this decoration discounter quickly found its audience in Scandinavia. Ten years after its launch, JYSK already celebrated the opening of its 500th store. In 2010, she was even become the official supplier to the Queen of Denmark!
Today, JYSK has more than 3,000 stores in around fifty country, and its founder is among the greatest fortunes in Denmark. The brand did his entry into France in 2007, first discreetly with a few shops. Its model is inspired by IKEA, combining Nordic design, attractive prices and practical products, but also differs from it: JYSK does not manufacture any furniture and focuses on more compact sales areas. Above all, practical Danish prices even lower than those of the Swedishcomparable to those of major discount brands such as Action or Lidl. Enough to seduce French consumers! In 2024, there are 73 JYSK stores in France, mainly on the outskirts of medium-sized towns. And the brand’s ambition is clear: “We want open 500 stores in France”declares Romain Liénard, head of the French network, in an interview with Figaro.
Decoration, furniture, bedding and accessories… JYSK’s staggering prices
The strong point of the brand is unbeatable prices. There is even a “permanent low prices” category, in addition to regular promotions dropping the price of items by up to -60%. By digging a little on the JYSK website, for example, we came across a double bed set at €16.50, a pair of curtains for €2.50a chest of drawers at 70€certified copy of the MALM at IKEA (129€). The catalog is also very well stocked, and quite trendy, in the purest spirit of “Scandinavian hygge”.
To stand out, JYSK also has focused on beddingby reselling major French brands (Emma, Dodo, etc.) and by training its salespeople so that they become real experts. But are these advantages sufficient to allow for the Danish brand to find a lasting place in a market that has been moribund for several years? In 2022, JYSK recorded, in France, a turnover of €52 million, a significant increase compared to previous years.
JYSK: what difference(s) with Lidl, Action and IKEA?
However, JYSK should not replace our favorite brandss right away. Unlike the Swedish giant IKEA, the Danish does not offer no kitchens, no custom storage. Its stores are also deliberately more compact (1000 m2 on average) for greater simplicity, while IKEA is banking on its well-designed showrooms and shopping experience immersive become cult. IKEA also has a strategic advantage: a design story that makes it essential.
As for comparing JYSK with discountershere too, it is necessary to qualify: if the mini prices of the Danish brande recall the labels on the shelves at LIDL, Action or ALDI, the brand, unlike the latter, only offers furnishing and decorative items, and is therefore positioned as specialist.
Our general opinion on JYSK ? As elsewhere, not all products are equal in terms of style: but you can find some nuggets there ! However, we cannot comment on the quality of the articles. But if you need furniture or an accessory at a low price, this is a solution to consider.
