JYSK

ANNUAL
REPORT
2016/17
Scandinavian Sleeping & Living
JYSK ANNUAL REPORT
2016/17
A historic year for JYSK 5
Results for the year 7
JYSK worldwide 8
TO BE THE WORLD’S MOST
WIDESPREAD AND PROFITABLE
CHAIN OF STORES 11
JYSK reaches 2500 stores 12
JYSK Franchise opens in… 14
Exciting challenges await in Belgium 16
“A feeling of being able to reach anything” 17
Opening success in Belgium 18
JYSK opens the first branch on Fuerteventura 19
Double store opening in Athens 20
200 stores in Poland 22
Next stop for Dänisches Bettenlager: South America 23
TO BE CUSTOMERS’ FIRST CHOICE 27
“We always live by the Customer First strategy” 28
JYSK turns up the inspiration 29
Scandinavian summer night in Bucharest 30
Sleep survey revealed in Zagreb 32
JYSK showed off in Helsinki 33
JYSK reaches record turnover on Black Friday 24
New possibilities with Cyber Monday 35
Online wheel of fortune is an international success 36
Great success with new delivery option 37
TO BE EMPLOYEES’ FIRST CHOICE 41
Best retail employer in Bosnia-Herzegovina 42
From Trainee to District Manager in record time 43
China reports ready for Store Manager Trainee
programme 44
Ambition has fueled Yullia’s career 45
Store Manager Trainees answer phones in Poland 46
Meet our new Country Manager in the UK 47
Management takes over store in Sweden 48
Colleagues climb the highest mountain 49
Party with JYSK and Dänisches Bettenlager 50
GOJYSK.com connects colleagues 51
Mobiles provide more time for customers 52
New system manages tasks on the mobile 53
New mobile-friendly learning tool 54
Extended focus on health of employees 55
CORPORATE SOCIAL
RESPONSIBILITY
& SPONSORSHIPS 59
JYSK supports competition with focus
on sustainability 60
”We need to have the right mindset to move
anything in the supply chain” 62
JYSK Romania partners with Hope and Homes
for Children 63
Opening of JYSK park 64
Competition winners share prize with
vulnerable children 66
JYSK colleagues run for a good cause 67
JYSK prolongs Paralympic sponsorship 68
 A HISTORIC YEAR
FOR JYSK
It is with great satisfaction that I can announce that JYSK
Group has once again had a record year with a turnover of
24.974 billion DKK and an EBIT-result of 3.302 billion DKK.
Combined JYSK Nordic, Dänisches Bettenlager and JYSK
Franchise have opened more than 100 new stores around
the world during the latest financial year. This includes the first
stores in five countries as JYSK Nordic opened the company’s
first stores in Belgium, while JYSK Franchise established the
first stores in Belarus, Moldova, Georgia and Tajikistan.
The continuous expansion through the years means that
JYSK reached a historic milestone during the financial year
Lars Larsen Jan Bøgh by opening store number 2,500 across the 48 countries
Tradesman and Chairman President and CEO worldwide with JYSK stores.
of the Board. JYSK Nordic
Founder and owner An achievement, which has taken big efforts by our dedi-
of JYSK Group cated employees throughout JYSK Group, and it is some-
thing, which we should all be proud of.
5,000 stores
We must also continue to focus on our online representa-
tion to make sure that JYSK always fulfills customer needs,
no matter how the customer prefers to shop. JYSK must
be present on all platforms and tell what JYSK has to offer.
Both in regard to products, services and our strong Scan-
dinavian values.
Beyond borders
The target of 5,000 stores requires us to take the whole
world into consideration.
I was personally in Belgium in April to open the first JYSK
stores in the country, and I still enjoy seeing customers
standing in line outside the stores to be the first to enter
and take advantage of our great offers.
Now that the JYSK flag has been planted in almost all Euro-
pean countries, it is natural to increase our focus on other
continents. This includes South America, where the first
JYSK stores are set to open in Chile in 2019.

The opening of new stores will continue to be a crucial part With continuous focus on satisfied employees, great
of JYSK’s strategy in the years to come, and we have already customer service and online shopping I have no doubt
set our eyes on reaching 5,000 stores worldwide. Some- that JYSK will continue the journey towards becoming
thing, which I am sure that JYSK will achieve. one of the world’s most widespread and profitable chains
of stores and that we will keep presenting record results
Mainly because our customers like JYSK. This is the case year on year.
for new countries, which JYSK has just entered, as well as
for countries where JYSK has had stores for years. During
2016/17 JYSK Nordic had an increase of 6.7 million custom-
ers compared to the previous financial year. This clearly in-
dicates that the potential is great and that we need to press
Ole N. Nielsen Åge Nielsen harder on the speeder contrary to pushing the brakes. Lars Larsen
Director Director
Dänisches Bettenlager Dänisches Bettenlager

4 5
JYSK GROUP 2016/17
 RESULTS
FOR THE YEAR
Our financial year runs from September 1st 2016 to August 31st 2017.

The currency effects have been accounted for in the numbers below.

The figures cover JYSK Group, which comprises our more than 2,500 JYSK Nordic, JYSK
Franchise and Dänisches Bettenlager stores. Other investments and companies in Lars
Larsen Group, are not included.

2016/17
Turnover 24.974 billion DKK
+ 7.44% 2015/16
23.244 billion DKK
2016/17
EBIT 3.302 billion DKK
+ 5.26% 2015/16
3.137 billion DKK
2016/17
Pre-Tax Profit 3.199 billion DKK
+ 8.80% 2015/16
2.940 billion DKK

6 7
JYSK GROUP 2016/17
 JYSK Nordic

Denmark 103

Norway 91

Sweden 137

FINLAND Finland 74
FAROE ISLANDS
Poland 210

Czech Republic 82
NORWAY GREENLAND
SWEDEN Hungary 76
ICELAND JYSK Nordic The Netherlands 89

ESTONIA FAROE ISLANDS 1,167 stores FINLAND

Slovakia 41
NORWAY SWEDEN

United Kingdom 16
GREENLAND ESTONIA

LATVIA
DENMARK
Slovenia 21
LATVIA
ICELAND
LITHUANIA

DENMARK CANADA UNITED

KINGDOM NETHERLANDS
POLAND
BELARUS
Croatia 42
FINLAND BELGIUM GERMANY

LITHUANIA
FAROE ISLANDS

Dänisches Bettenlager CZECH REPUBLIC

Bosnia-Herzegovina
UKRAINE 21
KAZA
SLOVAKIA
NORWAY SWEDEN

ESTONIA
1,218 stores FRANCE SWITZERLAND
AUSTRIA
SLOVENIA
CROATIA
HUNGARY

ROMANIA
MOLDOVA

China 13
BOSNIA SERBIA
HERZEGOVINA
LATVIA
MONTE
DENMARK

BELARUS Serbia 30
ITALY NEGRO
KOSOVO BULGARIA
LITHUANIA MACEDONIA
GEORGIA

CANADA
ALBANIA
ARMENIA
BELARUS SPAIN
PORTUGAL
Ukraine 36 TA
UNITED
GREECE
UNITED NETHERLANDS
KINGDOM POLAND
GERMANY
NETHERLANDS
KINGDOM
BELGIUM

POLAND Bulgaria 17
CZECH REPUBLIC MALTA

UKRAINE

KAZAKHSTAN
SLOVAKIA

AUSTRIA
FRANCE SWITZERLAND HUNGARY MOLDOVA

Franchise Romania 49
GERMANY
SLOVENIA
CROATIA ROMANIA

BELGIUM BOSNIA
HERZEGOVINA
SERBIA

MONTE 144 stores

ITALY
Greece 14
NEGRO
KOSOVO BULGARIA GEORGIA
MACEDONIA

CZECH REPUBLIC
ALBANIA
ARMENIA
SPAIN
PORTUGAL
TAJIKISTAN Belgium 5
UKRAINE
GREECE

KAZAKHSTAN
SLOVAKIA MALTA

Dänischen Bettenlager
CHINA
AUSTRIA MOLDOVA
Germany 949
SWITZERLAND HUNGARY
FRANCE Austria 85
SLOVENIA
CROATIA ROMANIA Total no. of stores Switzerland 52

BOSNIA 2,529 France 30

SERBIA
HERZEGOVINA
Italy 48
MONTE VIETNAM
ITALY NEGRO Portugal 3
KOSOVO BULGARIA GEORGIA
MACEDONIA Spain 51

ALBANIA SINGAPORE Franchise

ARMENIA
SPAIN
TAJIKISTAN
INDONESIA Iceland 5
PORTUGAL GREECE
Faroe Islands 1

Canada 59

Latvia 10

Lithuania 11
MALTA 2,500 Stores

JYSK
Estonia 10

Greenland 6

2,000 Stores Kosovo 7

WORLDWIDE
Kazakhstan 1

Macedonia 1

Armenia 1

Indonesia 10

1,000 Stores Montenegro 2

Singapore 1

Albania 3

Vietnam 7

Malta 1

Georgia 2

Belarus 3

Tajikistan 2
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Moldova 1
 TO BE THE
WORLD’S MOST
WIDESPREAD AND
PROFITABLE CHAIN
OF STORES
Growth is at the heart and soul of JYSK Group, and the will JYSK Group is also in the process of making detailed plans
and ability to expand our business will always be one of of expanding much further away, as Dänisches Betten-
the main drivers in JYSK. lager has announced intentions of opening in Chile in
South America in 2019. JYSK Franchise is also looking at a
During the financial year 2016/17 JYSK took an important number of interesting markets outside Europe.
step by opening the first stores in Belgium.
When opening JYSK store number 2,500 worldwide, owner
This was important not only because JYSK has instantly of JYSK Group, Lars Larsen, announced his intentions of
become a huge success in Belgium, but also because the reaching 5,000 stores, so the course is still set for expansion.
opening in Belgium means that there are now very few
places left in Europe where the JYSK flag has not yet been
planted. An exception is Ireland, where JYSK Nordic will
open the first stores in April 2019.

10 11
JYSK GROUP 2016/17
 JYSK REACHES
2,500 STORES
In September 2017 JYSK began the celebration of achieve our vision of being a great Scandinavian offer for
2017 becomming the year when JYSK opened store everyone,” explains Lars Larsen.
number 2,500, thereby reaching yet another mile-
stone in the company’s history.
Great employees

Expansion has been the main driver for the sleeping and He underlines that the success of JYSK has only been pos-
living expert JYSK, since owner and founder Lars Larsen sible as the result of the great efforts by JYSK employees
opened the first JYSK store in Denmark in 1979. throughout the years.

In August 2017, JYSK opened store number 2,500 spread “Constant development and expansion requires skilled
over the 48 countries where JYSK operates today. And the and dedicated employees. I would therefore like to thank
journey is far from over. all of the employees who have contributed to making JYSK
the success that it is today,” says Lars Larsen.
“It has always been the goal to have JYSK stores all over the
world, so there is still a lot of work to do. But reaching 2,500
stores is of course something to celebrate, and the way to
do that is of course by having a lot of great offers for our
customers and a competition with great prizes,” says Lars
Larsen.
The dairy giant Arla served free,
Danish breakfast for the many
customers at the opening.
Celebrations across the world

Store number 2,500 was thus cele-

brated with an international cam-
paign focusing on the continued
expansion of JYSK as well as pro­
duct quality and JYSK values.

“Having 2,500 JYSK stores is not

only great for me. It also benefits
the customers, because JYSK has
a presence as the local expert in

“Constant development sleeping and living in a lot of cities.

This makes it possible for JYSK to

and expansion requires

skilled and dedicated
employees(...)”
Lars Larsen, JYSK owner Lars Larsen with his wife Kristine
founder and owner of JYSK Group Brunsborg at the opening of the first JYSK store
in the city of Aarhus in Denmark in 1979. It still
operates there today.

12 13
JYSK GROUP 2016/17

JYSK FRANCHISE
OPENS IN...
BELARUS
On November 17th 2016 JYSK welcomed the Belarussian
customers inside the first store in the country.
The new store is 2,600 square meters and placed in the
capital Minsk, which has approximately 1.8 million inhab-
itants.
“JYSK has proven to be a success in the neighbouring Bal-
tic states, where we have been present for 15 years. This
makes it natural for us to expand our franchise to include
Belarus, and we see a big potential for JYSK in the country,”
says Frederik Kroun, Franchise Director at JYSK.
The stores in Belarus will be operated by the JYSK Franchise
organisation in the Baltic countries, and the plan is to contin-
ually open new stores in Belarus in the coming years.
JYSK now has a total of three stores in Belarus.
14
JYSK GROUP 2016/17
BELARUS
MOLDOVA
GEORGIA
MOLDOVA
Country number 47 with JYSK stores became the Republic
of Moldova, when the first JYSK store opened on Decem-
ber 22nd 2016. The store is located in the capital Chișinău,
and Franchise Director at JYSK, Frederik Kroun, expects
to have good conditions for JYSK in the country looking
forward.
“JYSK is already experiencing great success in the neigh-
bouring countries Romania and Ukraine, so we hope that
will also be the case for our franchise business in Moldova,”
says Frederik Kroun, who has made a deal with a local
family business on the operation of JYSK in the country.
GEORGIA
A new JYSK store is ready to provide the Georgian custom-
ers with great offers from JYSK. It opened the doors for the
customers on October 1st 2016 in the capital, Tbilisi.
“Georgia is a great new addition to the family of franchise
countries in JYSK. Georgia has evolved a lot in the past years.
We believe that the Georgian customers are ready to take
part in the great Scandinavian offers from JYSK, and we look
forward to providing them with that,” says Frederik Kroun.
The franchisee is owned by the two local business partners
who also owns the chain of stores called DANISH HOUSE.
At the end of the financial year JYSK has doubled the num-
ber of stores in the country to a total of two stores.
TAJIKISTAN
TAJIKISTAN
The first JYSK store in the Republic of Tajikistan, a moun-
tainous country in Central Asia, opened the doors on
December 17th 2016. The store has a sales area of 1,250
square meters and is located in the capital, Dushanbe,
which has approximately 670,000 inhabitants.
“There is nothing in Tajikistan, which resembles JYSK. This is
the main reason why we believe, that there is a good mar-
ket for our stores in the country. Many customers attended
on the opening day, so that is promising for the future,”
says Frederik Kroun, Franchise Director at JYSK.
JYSK in Tajikistan is run by a local franchisee, who is already
a known retailer in the country. Since the opening in De-
cember one additional store has opened in The Republic
of Tajikistan.
15

According to Frank Christant,
Country Manager for JYSK in
the Netherlands and Belgium,
the customers in the two
neighbouring countries are
very different.
16
JYSK GROUP 2016/17
EXCITING
CHALLENGES
AWAIT IN BELGIUM
JYSK Nordic opened its two first stores in Belgium
in April 2017, and there are certain challenges
which are particular to the country. The division of
Belgium means adaptation to a variety of cultures
and languages.
The first two JYSK stores in Belgium opened their doors
in the cities of Schoten and Genk on April 5th 2017. And it
is no coincidence that the first JYSK stores opened in the
northern part of the country close to the Dutch border.
It is actually the JYSK organisation in the Netherlands which
is running JYSK’s operations in a country with huge differ-
ences in terms of both culture and language, depending
on where one happens to be. The country is divided into
three different regions with differ-
ent languages.
“There is a saying between the
Dutch and the Belgians that you
cannot find any other neighbour-
ing countries in the world that are
so different,” says Frank Christant,
Country Manager for the Nether-
lands and Belgium.
Respect for the culture
This is why JYSK has started by open-
ing stores in the northern part of
the country called Flanders, and once this is successful, the
plan is to move further south towards the Frenchspeaking
part. This will also require the production of two advertising
papers, each in their own language.
”A FEELING OF
BEING ABLE TO
REACH ANYTHING”
Likewise, the Dutch and the Belgium consumers are also Yannick Eelen is Store Manager in Schoten – one of means more time for the custom-
far from being identical. the two first stores JYSK opened in Belgium on April er,” says Yannick.
5th 2017.
“You need to spend more time on the Belgian consumers
Takes customer service to
and win their trust before they are willing to buy some- Store Manager in Schoten, Yannick Eelen, began his JYSK
a higher level
thing. This is why we need to operate with great respect career in November 2016 with training in the Netherlands.
Yannick Eelen is happy
for the culture. Naturally we will still base our work on JYSK The training offered Yannick new knowledge about JYSK. JYSK has a different approach to the to be one of the first Store
Values, but we need to adjust them according to how customer than what Yannick has Managers in Belgium.
things are done in Belgium,” says Frank Christant. “From my previous jobs in the business, I have learned that previously experienced in his job as
retail is all about focusing on the details – retail is detail. Store Manager in another retail chain.
50
After my training in the Netherlands, I must say that JYSK
takes the meaning of this to a whole new level. Every detail “At JYSK, it is not only about helping customers with a spe-
is in place, and everything is written down. That of course cific request, but also about making them feel comfortable.
JYSK takes customer service to a
JYSK stores is the goal to open higher level,” says Yannick.
in Belgium in the long term
Up until April 5th, Yannick and his
He ensures that the Dutch organisation is ready for the team worked hard on getting the
challenge. store in Schoten ready.
“We have spent ten years on getting JYSK in the Nether- “It is a special feeling seeing every­­
lands to the place where we are today, so we know what thing taking shape from the begin-
it takes. It will be a very different task in Belgium, how- ning – being involved in everything.
ever. We must use all our experience and entrepreneurial It is a feeling of being able to reach
skills, but we are ready and have the resources needed to anything,” says Yannick.
achieve this,” says Frank Christant.
In the long term, the goal is to open around 50 JYSK stores
in Belgium.
Measured on sales, the
opening in Schoten takes
second place for store
openings in the financial
year 2016/17.
17
 OPENING SUCCESS
IN BELGIUM
The opening of the first two
JYSK stores in Belgium in April
2017 has been a big success.
So big that a third, fourth and
fifth store has already opened.
A milestone was reached for JYSK,
when owner Lars Larsen could
open the first JYSK store in Belgium
on April 5th in the town of Schoten
near Antwerpen. On the same day,
another JYSK store opened in the
town of Genk.
Measured on sales, the opening
of the first two stores in Belgium JYSK owner Lars Larsen opened the first JYSK store in Belgium on April 5th 2017. Making it country number 48
reached top-5 for store openings on the JYSK world map.
in the financial year 2016/17 for
JYSK Nordic. The opening in Schoten takes second place,
while the opening in Genk comes in as number five.
“We had set very high goals and had very high expec-
tations for the opening in Belgium, but we had not an-
ticipated that it would be so successful. On the first 28
opening days both stores have been visited by more than
12,000 customers. That’s a lot of people,” says Torben
Nygaard Timmermann, Sales Manager for Belgium.
According to the Sales Manager the successful entry to
Belgium is very much due to the many colleagues from
the Dutch and Belgian JYSK organisation, who have been
working very hard.
The success continues
Even though the opening of the stores has been a success
in Belgium, the most positive thing, according to Torben
Timmermann, is that the success seems to last.
“The stores are still doing fantastic now that everyday life
has set in after the big opening ceremony. So we are work-
ing very hard to keep the pace and are taking an aggres-
sive approach to the task of opening additional stores,”
18
JYSK GROUP 2016/17
says Torben, who has previously worked as a Store Man-
ager in JYSK.
At the end of the financial year 2016/17 JYSK has reached
five stores in Belgium.
“The success actually means the most to the planning
of how many stores we put on the drawing board for
the next financial year. If the success continues, we are
most likely to revise upwards compared to the original
plan,” says Torben, who is now Sales Manager for JYSK
in Greece, while Alida Meijlink is new Sales Manager for
Belgium.
JYSK IN BELGIUM
• JYSK owner, Lars Larsen, opened the first store in the
town of Schoten in the northern part of Belgium on
April 5th.
• The same day another JYSK store opened in the city
of Genk 90 kilometres south-east of Schoten.
• On May 17th a third JYSK store opened in the city of
Lanaken.
• Belgium was JYSK country number 48.
JYSK OPENS THE
FIRST BRANCH ON
FUERTEVENTURA
The first JYSK branch of Dänisches Bettenlager
opened its doors to customers on the popular
Canary Island on July 29 th 2017.
With the opening of the branch on the eastern island of
the Canaries, Dänisches Bettenlager now has four stores
under the JYSK name on the archipelago.
The newest store is located in the middle of the popu-
lar shopping mall Las Rotondas in the capital, Puerto del
Rosario.
20 percent of the population of Puerto del Rosario are
foreigners, and many of them from countries where
Dänisches Bettenlager is already present, which gives a
head start for the store in Las Rotondas.
This was confirmed on the opening day, as the store was
visited by more than 500 customers and sold for app.
25,000 EUR.
“It’s been an exciting start on Fuerteventura, the second
Canary Island that we enter. Our assortment, service,
flexibility and efficiency in logistics are greatly appreci-
ated by our customers and we look forward to successful
business here,” says Ole N. Nielsen, Director at Dänisches
Bettenlager.
The store offers 820 square metres of sales area spread
over two floors. On the ground floor there are living and
garden furniture, gift and decoration articles, on the upper
floor there is everything in sleeping such as beds, pillows,
bed linen, mattresses etc.
JYSK has been represented on the Canary Islands since 2015,
when Dänisches Bettenlager opened its first branch.
The store team ready for the
opening on Fuerteventura
on July 29th 2017.
19
 DOUBLE
STORE OPENING
IN ATHENS
On August 31st 2017, the JYSK organisation in Greece the opening and they are now ranked as number one and
finished the financial year by opening two new stores two measured on turnover of the opening day in Greece,”
in Athens. Since JYSK entered the country two years says Kostas, who participated in both openings.
ago, a total number of 13 stores have opened.
With the two new store openings, the total number of
The pace of new store openings in JYSK Greece has surely JYSK stores in Athens is now six along with a further seven
been high the last part of the financial year 2016/17. In only stores in Greece and an additional webshop.
five months, an impressive eight new stores have opened
on the Greek market.
Specialists in great offers
Latest, JYSK in Greece finished the current financial year The first JYSK store in Greece also opened its doors in the
with a double store opening in Athens on August 31st. capital city of Athens back in September 2015. Since then,
According to Sales & Marketing Manager in Greece, Kostas JYSK has managed to get a good grasp of the Greek cus-
Dimopoulos, both store openings were successful. tomers.
”The opening went very well for both stores. Actually, both ”The number of customers is steadily growing and we are
stores managed to break the Greek record on the day of becoming more and more known as JYSK expands and
builds our brand in Greece. We
expect the very positive develop-
ment to continue in the future,”
says Kostas.
According to the Sales & Market-
ing Manager, JYSK’s Scandinavian
roots differ from the Greek market
in terms of design, even though the
assortment of course is tailored to
the country where garden furniture
season lasts almost all year.
”At JYSK we are specialists in giving
the customers great offers and that
of course attracts the Greek peo-
ple. At the same time, they very
much appreciate our Scandinavian
brand and design along with our
local presence, which is another
important factor for our success,”
says Kostas.
The pace of new store openings in JYSK Greece has been high the last part of the financial year 2016/17. In only five months, impressive eight new
stores have opened on the Greek market.
20
JYSK GROUP 2016/17
Good timing in spite of crisis
The success has come even
though Greece in many ways dif-
fer from the other countries, in
which JYSK Nordic was present,
when deciding that the coun-
try, which is rich on islands, on
the southern point of the Balkan
Peninsula, should be country number 38 on JYSK’s world
map.
Both culturally and in terms of climate the country was
special, however, most noticeably was the Greek economy
in crisis. Here, JYSK saw opportunities.
The mayor of Rentis cuts the ribbon in Pireos together with District Manager
George Tsironis (left)
”The financial situation actually fit quite well with JYSK en-
tering the Greek market. In spite of the financial crisis, the
customers still need beds and furniture and JYSK offers val-
ue for money, which is what everybody seeks,” says Kostas
and continues:
”At the same time, the economy will slowly grow stronger
and when it does, we will already be established on the
market. Actually, the financial situation was a small advan-
tage for us when we started establishing the first stores
The colleagues in the store in
Pireos, Athens, ready for the
opening on August 31st.
as the rent was cheaper for us. Now we have a well estab-
lished base from which we can expand,” explains Kostas.
40 stores in five years
The plan for expansion in Greece has been clear from man-
agement in JYSK Nordic from the beginning.
“Currently, we work by a five-year plan where the goal is
to open 40 JYSK stores across the country. This means that
we should continue to open eight-nine stores yearly, so
we still have a lot of work ahead of us. However, we look
forward to it,” says Kostas, who himself has worked in JYSK
since the first store opened in Greece.
Looking forward, the plan is to open future stores in the
larger cities outside of Athens and in the long run, also to
open on some of the holiday islands like Crete and Rhodes.
JYSK IN GREECE
• JYSK opened its first store in Greece in Athens on
September 24th 2015.
• JYSK now has a total number of 13 stores in Greece,
including six in Athens and a webshop.
• In total, approximately 120 employees work at the
headquarter and in JYSK stores.
21
 200
STORES
IN POLAND
On October 14th 2016, JYSK opened store number 200 in
Poland in the town of Jarocin. Poland is thus the first coun-
try in the world to have 200 stores carrying the name of
JYSK on their store front.
“It is something we are proud of, and which means a lot to
JYSK. Poland and the other Eastern and Central European
countries are the part of Europe where growth is the great-
est, and I am pleased that the attitude towards JYSK is gen-
erally very positive. This also applies very much to Poland,”
says CEO of JYSK Nordic, Jan Bøgh.
There are thus no plans to put the brakes on expansion in
Poland, despite the fact that there are already JYSK stores
all over the country.
22
JYSK GROUP 2016/17
NEXT STOP FOR
“Almost 40 million people live in Poland, so there is room
for many more JYSK stores. Our 200th store is a milestone, DÄNISCHES BETTENLAGER:
SOUTH AMERICA
which our colleagues in Poland should be proud to have
reached. But it is not the finish line, which is why we should
continue the hard work so we can reach store number
300,” says Jan Bøgh.
At the end of the financial year 2016/17 JYSK has 210 stores
in Poland.
JYSK Group has stores all over Europe, which means “In general the Chileans are very interested in furnishing and
that further expansion will happen in new markets. they spend a lot of money on housing, which is of course
Next stop for Dänisches Bettenlager is Chile. important for choosing Chile as home of the first stores in
South America,” explains Lennart Petersen.
Having expanded from Germany to Austria, Switzerland,
France, Italy, Spain and Portugal, the employees in Däni­ Chile has 18 million inhabitants 6.5 million of them living in
sches Bettenlager are familiar with the challenge of entering the large area of the capital, Santiago de Chile. With almost
a new market. 40 percent of the population living in this area, this is seen
as an ideal starting point for Dänisches Bettenlager’s future
This knowledge and expertise will be very beneficial, when expansion in South America.
Dänisches Bettenlager opens the company’s first stores in
Chile, which are set to welcome customers in 2019. This While Dänisches Bettenlager will use 2019 to begin the
was announced in January 2017. Management Assistant at companys expansion outside Europe, JYSK Nordic will
Dänisches Bettenlager Lennart Petersen, who is managing close one of the last gaps on the European map, as the
the project, sees a lot of interesting perspectives in Chile. first JYSK stores will open in Ireland in the spring of 2019.
”Our 200th store is a “Chile is a very stable and economically successful country.
milestone, which our Compared to the big neighbours, Chile is a relatively small,
but very manageable market, and after looking thoroughly
colleagues in Poland at the continent, we believe that Chile offers the best pros-
should be proud to have pects for success,” says Lennart Petersen.
reached. But it is not the Focus on Scandinavian furniture
finish line(...)” This is further underlined by the fact that Scandinavian
Jan Bøgh, furniture is well known among consumers in Chile, who
President and CEO of JYSK Nordic are generally very interested in home furnishing.
23
24 25
JYSK GROUP 2016/17
 TO BE CUSTOMERS’
FIRST CHOICE
JYSK Group always puts the customer first no matter how
people want to do their shopping.
Through constant development of our business both in
physical stores and online, we want to make it as swift and
easy as possible for our customers to benefit from our local
presence and wide assortment.
It has been said on several occasions that the end of physi-
cal stores are near, but in JYSK Group we believe differently.
26
JYSK GROUP 2016/17
We believe that by combining the benefits of online possi-
bilities with a great store experience we can offer a unique
service to our customers, and this has been confirmed by
our customer surveys.
Furthermore JYSK Nordic has won more than six million
new customers during the financial year 2016/2017, which
we see as yet another confirmation of the strength of our
customer first approach.
27
 “WE ALWAYS LIVE
BY THE CUSTOMER
FIRST STRATEGY”
The employees in Dänisches Bettenlager’s store in
Raisdorf, Germany, returned from the company’s
annual party in Hannover with the title of “Store of
“The first three months were decisive for us. Especially by
cross selling we have generated a great turnover. And with
the increase in sales came the motivation as well,” explains JYSK TURNS UP
THE INSPIRATION
the year” in the financial year 2016/17. Store Manager Nils Hundhausen.

The Store Manager Nils Hund­haus­­en

just recently took over the manage-
ment of the store from his predecessor.

“I was very well received here by all Following successful tests in three countries, JYSK “When products are simply on display on store shelves,
my colleagues, but I also had an ad- launched a new inspirational concept in seven coun- it can be difficult to see how they go together. With the
vantage as I was trained here for four tries on November 1st 2016 – the goal is to inspire and Nordic Mood concept, we are showing the coherence
months before I took over, so I knew attract new customers. across our assortment in stores and on social media. We
the team in the store well,” says Nils will quite literally make visible the Scandinavian design,
Hundhausen, who has only been A broad assortment with everything for the home does which is the common thread in our identity,” says Katrine
working for Dänisches Bettenlager not automatically offer customers inspiration for their in- Kruuse.
since April 2016. terior decorating.
By offering customers inspiration both in stores and on
And according to the team in the That is one of the reasons for JYSK launching a new inspi- social media, JYSK expects to kill two birds with one stone.
store, teamwork is one of the secrets rational concept in JYSK’s stores in Denmark, Sweden and
behind the success. The team consists The store team from Raisdorf on stage receiving their title as Store of the Year in Dänisches Bettenlager Poland. Based on the great results, the concept has now “We believe that by renewing our inspirational concept
of 15 employees including three ap- 2016/17 at the annual party in Hannover. been expanded to almost 750 stores in seven countries: continuously, we will attract existing customers to their
prentices. Denmark, Norway, Sweden, Finland, Poland, Czech Repub- local store more often. And through social media, we ex-
Lots of regular customers
lic and Hungary. pect to reach new target groups who do not yet have
The store in Raisdorf has been there for more than 30 years, JYSK on their radar when it comes to interior decorating,”
166 years of experience
so the store and its employees are very well known to the The concept is called Nordic Mood and consists of select- says Katrine Kruuse.
One of the reasons for the good cooperation is the customers in the local area. And the team in the store al- ed products, which have been handpicked according to
amount of experience gathered in the store. Altogether ways puts the customer first. current trends, and which will be displayed together at From spring 2017 Rikke Blæsild has taken over the job as
the employees combined have a central location in stores and promoted in campaign Range & Design Manager at JYSK.
166 years of experience working “We always live by the Customer First strategy. Putting papers and on social media.
in retail. the customer first is what has made Dänisches Betten-
lager what it is today,” says Deputy Store Manager Martina “The concept makes it easy for customers to see how you
The senior of the store is Stefan Kutschke, who is known to everyone as “Tina”. can combine products from our permanent assortment
Ebert, who has worked at Dänis- to create a modern and Nordic mood in your home,” says
ches Bettenlager for 28 years, “The most important thing is to show presence in the store Katrine Kruuse, former Range & Design Manager at JYSK.
while Deputy Store Manager and be accessible to the customer at any time. Customer
Martina Kutschke has 17 years of first means finding a solution for every problem as far as
Collection renewed four times a year
experience. In 2011 she took third possible,“ explains Nils and continues:
place in the store of the year The selection of products will change four times a year, so
competition, but this year she “One does not become branch of the year, if one does not that the collection always reflects current trends within in-
made it all the way to the top. live by Customer First.” terior decorating.
Store Manager Nils Hundhausen has only been working at
Dänisches Bettenlager since April 2016, and is proud of his team
for winning the title as Store of the year.

28 29
JYSK GROUP 2016/17
 SCANDINAVIAN
SUMMER NIGHT
IN BUCHAREST
Around 130 journalists, bloggers and other influ-
encers from the Romanian capital, Bucharest, spent
a relaxing Friday night in May 2017 celebrating the
Scandinavian summer nights and experiencing the
new garden furniture from JYSK.
The summer nights in Scandinavia are something special.
Not only because they can seem endless as the sun will not
set until midnight. But also because it is the time of year
when many Scandinavians move their life from indoors to
outdoors to enjoy the sun.
30
JYSK GROUP 2016/17
This was the reason that Scandinavian summer nights was
the chosen theme, when JYSK in Romania invited jour-
nalists, bloggers and other influencers to experience this
year’s lounge sets, garden sets, sun loungers, accessories
and much more which had been made ready on the lawn
of the Diplomatic Club in Bucharest.
“One of the objectives of this event was to initiate a dia-
logue with journalists and bloggers, because we think it
helps us build a stronger brand. When bloggers and maga­
zines write about the brand, people have more trust in
the products. The Scandinavian theme was chosen because it is important
for us to be known as a Danish brand. Nordic design is very popular in Roma-
nia, so our origin is something that people need to know about,” says Alex
Bratu, Country Manager for JYSK in Romania and Bulgaria.
Inspiration in good company
The event took place on Friday May 5th after a day with lots of sun in Bu-
charest.
Social Media & Digital Coordinator for JYSK in Romania, Raluca Tamas, was
the driving force behind the event, and she was happy with the turnout.
“During the event, many guests told me they were surprised by how
many products we have and how good everything looks. For example,
Ioana Ginghina, a Romanian actress, was very enthusiastic and tested
almost every lounge set. Other guests stayed outside on the sun loung-
ers for hours, even though at one point it started to get quite cold. But
they were enjoying themselves outside, which was very nice to see,”
explains Raluca.
Raluca could take pride in a very successful event, and it was happy
guests that left from around 8 o’clock in the evening, when it start-
ed to be a bit chilly for the Romanian guests. Later it started to rain
heavily making everything even more Scandinavian in the lovely city
of Bucharest.
However it could not wash away the impression of a great evening,
with a lot of influential people getting new knowledge about JYSK
and JYSK products.
31

Journalists from both Croatia
and Serbia attended JYSK’s
press event in Zagreb, where
results of a sleep survey carried
out in the two countries was
revealed.
32
JYSK GROUP 2016/17
SLEEP SURVEY
REVEALED IN
ZAGREB
JYSK West Balkan presented the results of a sleep survey along with advice
on how to choose the right mattress at a press event in March 2017.
In an apartment completely furnished and decorated with
Scandinavian products from JYSK, journalists from both
Croatia and neighbouring Serbia were welcomed at JYSK’s
press conference in Zagreb on a sunny day in March with
clear blue skies.
“This place is used for meetings and conferences all the
time, but for our event we wanted to do something dif-
ferent,” explained Zvjezdana Novak, Sales and Marketing
Manager for JYSK West Balkan.
“So we took some furniture and accessories from our assort-
ment and decorated three different rooms, including the
bedroom since this event is all about sleep.”
MAIN FINDINGS FROM CROATIA
• 39% of respondents rate their sleep quality as medi-
um, while 15% consider it bad or very bad.
• 31% of respondents use a memory foam mattress.
One third sleep with an anatomical pillow, 27% with
a pillow with synthetic fibres, while 24% sleep with a
memory foam pillow.
• One in ten of the respondents have been sleeping on
the same mattress for more than 10 years.
• The fetal position is the most popular sleeping posi-
tion (64%).
Apart from showcasing JYSK products in an unusual set-
ting, the purpose of the event was to present findings from
a survey about sleep made with Croatian and Serbian re-
spondents.
How to choose the right mattress
As for the sleep survey, the results showed that a majority
of people in both Croatia and Serbia perceive their sleep
quality as mediocre or even bad, which of course leaves MAIN FINDINGS FROM SERBIA
room for improvement.
• 13% of respondents evaluate their sleep quality as
bad or very bad, while 43% think that it is mediocre.
In order to give journalists an idea of how people can im-
prove their sleep, Category Manager at JYSK Ruben Faarup • Almost half of the respondents (46%) have experi-
Christensen gave an instructive presentation on the impor- enced waking up at night, 2-3 times a week or more.
tance of choosing the right mattress.
• One third of respondents sleep an average of 65
minutes in the afternoon.
“You spend around a third of your life in bed, so the right
mattress is crucial. My family and colleagues often ask • One third of respondents sleep on something other
me, ‘Which one is the best mattress?’ My answer is always than a mattress, for example on a pull-out couch.
19% sleep on a spring mattress, while 16% sleep on
that it depends entirely on the individual person’s needs.
a memory foam mattress.
Your weight, sleeping position and habits all play a role,
so it is important to consider those and get assistance • The findings from the survey will be used to further
from our trained staff in the JYSK stores before choosing,” improve the assortment in both Croatia and Serbia.
explained Ruben Faarup Christensen.
JYSK SHOWED OFF IN HELSINKI
As the indoor assortment was entering the stores all over “The journalists and bloggers had a lot of good questions,
the world, JYSK in Finland took the opportunity to “show and several of them said that this event has really influenced
off” in front of about 30 journalists and bloggers, who vis- how they see JYSK and what they think about our products.
ited a JYSK event in Helsinki focusing on new and trendy This is very important, as a number of journalists from inte-
products in August 2017. rior design magazines and influen-
tial bloggers visited the event,” said
Besides seeing JYSK’s new assort- Riikka Leskinen.
ment the journalists and bloggers
were told about current styles and It was the first time that JYSK Finland
trends and in general about JYSK held this kind of event but accord-
and JYSK Finland. Afterwards they ing to Riikka Leskinen it will not be
had the chance to touch and feel the last.
the products and of course take a
lot of pictures.
Employees from all parts of the
Finnish organisation were there to
guide them, and Sales & Marketing
Manager Riikka Leskinen who made
the presentation of the new indoor
assortment, was very satisfied.
33
 JYSK REACHES RECORD
TURNOVER ON
BLACK FRIDAY
On Black Friday 2016, JYSK set a new record and
reached the highest turnover ever seen in JYSK.
Behind the impressive result are JYSK employees
who worked hard to prepare for the event.
Since Black Friday was introduced in JYSK in 2013, the event
has developed rapidly and interest from customers has in-
creased.
“Black Friday 2016 has by far been our most successful
sales day ever in JYSK. On a top ten list of best selling days
in JYSK, four of them are Black Friday days. Black Friday is
the reason why November has the best index during the
year,” says Niels Veien, Executive Vice President of Sales,
Marketing and E-Business at JYSK Nordic.
“We will not compromise on customer
service just to sell a little more, not
even on Black Friday. Therefore, it is
important that we are prepared in
order to deliver for our customers”
Niels Veien,
Executive Vice President Sales, Marketing and E-Business at JYSK Nordic
In order to provide all customers with the great offers and
easy shopping, JYSK has decided to extend the event to
last from Thursday to Sunday.
Preparations on all fronts
As Black Friday is growing, so are the preparations up to
the Black Friday weekend in JYSK. Employees on all fronts
work together to prepare for the event, both from head
office, in stores and at the distribution centres.
“We have high expectations for Black Friday and the event
provides a huge stream of customers to our stores and on-
line. We will not compromise on customer service just to
sell a little more, not even on Black Friday. Therefore, it is
34
JYSK GROUP 2016/17
important that we are prepared in order to deliver for our
customers,” says Niels Veien.
From head office special attention is given to the website in
order to secure optimal functionality during the extra pres-
sure. The stores have prolonged opening hours and extra
staff will be in place to service the customers. The stores will
be packed with extra products to avoid customers going to
stores in vain.
Busiest week for distribution centre
Also at the distribution centre in the city of Uldum in Den-
mark, the preparations are made and several coordinating
meetings up to the event are held to make sure that every-
one is ready.
“We prepare ourselves well for the Black Friday weekend.
We call in extra staff from Thursday to Sunday – everyone
we can get,” says René Løbner, Team Leader in Uldum.
Extra items are ordered in stock and coordination with
the postal service is made to secure more frequent pick-
ups from the distribution centre than usual. Black Friday
has grown to become the busiest week of the year for the
distribution centre.
“We can really feel the pressure on Black Friday and in 2016,
we could see the effects of the Black Friday weekend up
to two weeks after. We work together and are all focused
on reaching our goal and deliver what is necessary for our
customers,” says René Løbner.
NEW
POSSIBILITIES IN
CYBER MONDAY
JYSK celebrated another American concept, Cyber Cyber Monday is still a small event compared to Black Friday,
Monday, for the first time in 2016. Cyber Monday but offers new possibilities in reaching customers online.
is the little brother to Black Friday and focuses on Customers showed great interest for Cyber Monday in 2016
online offers. as JYSK’s turnover grew with more than 300 percent com-
pared to an average sales day.
“Our great offers are what makes us unique and we want
to offer that to as many customers as possible. Seeing the “In 2017, I expect that we can double the number of orders
positive development of Black Friday, we found it natural on online only products on Cyber Monday compared to an
to explore the opportunities in Cyber Monday as well,” says average sales period,” says Niels Veien.
Niels Veien, Executive Vice President of Sales, Marketing
and E-Business at JYSK Nordic.
ONLINE FACTS 2016/17
JYSK NORDIC
177,000,000
visits to our JYSK websites
Niels Veien, Executive Vice President Sales, Marketing and E-Business at JYSK Nordic.
2,800,000
Newsletter subscribers
2,228,000
Facebook fans
35
 ONLINE WHEEL OF FORTUNE
IS AN INTERNATIONAL SUCCESS
A combination of easy access for players and a great
effort by SMDC’s secured JYSK 250,000 additional
newsletter subscribers in just one month.
Sign-up for the newsletter online and click to spin. That
was the simple method of participating in JYSK’s online
wheel of fortune competition.
During the month of April 2017, 13 JYSK countries participat-
ed in the campaign, which increased the number of news-
letter subscribers with 250,000 recipients.
Successful effort by SMDC’s
If you ask Marie Balleby, Digital Planner in E-Business at JYSK
Nordic, the explanation for the success is pretty simple: It
was easy for players to participate with a few clicks, and the
digital campaign was well-executed on the local level by
the Social Media & Digital Coordinators (SMDC’s).
“It is simply not enough to create a fun and accessible com-
petition with a here-and-now chance of winning, though
this is no doubt an absolute must to even get people’s at-
tention. The hard work is
engaging with people on
the many different digital
platforms and convincing
them that we can offer a
fun experience. Our SM-
DC’s have really worked
hard to get this message
out, and their efforts defi-
nitely paid off,” says Marie.
Marie Balleby and her colleagues in E-Business at JYSK Nordic are already
testing new formats for the future.
36
JYSK GROUP 2016/17
With each daily spin, the players had a chance to win a gift
certificate and tickets for the main prize of a larger gift card
for JYSK.
Greece breaks the scale
The total amount of new subscribers, which reached
250,000 sign-ups, differed a lot from country to country.
The numbers are naturally affected by JYSK’s overall mar-
ket share in any given country.
“In Denmark, for example, the engagement was amazing
though the increase in new subscribers ‘only’ reached eight
percent. That is, however, very high given that we already
reach a big part of the Danish population. On the contrary,
Greece broke the scale with an increase in subscribers of an
amazing 56 percent, but we need to take into account that
this is one of our newer markets,” explains Marie.
Although the success rate varies, Marie still thinks that it is
always educational for the E-Business team to run the same
digital activity across different countries.
“We now know that our customers really enjoy playing
games with a here-and-now chance of winning, and we
are already testing new formats, so we can offer this type
of game to our customers again sometime in the future,”
says Marie.
4 TICKET
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IFTSK stor
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5
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for the main priz S
3 TICKET
GREAT SUCCESS
WITH NEW
DELIVERY OPTION
By offering customers the possibility to get online In August 41 percent of online orders in Holland were or-
only articles delivered in the local JYSK store, online der online – pickup in store. The number for Finland was
sales have increased significantly. 59 percent, while Norway was even better with a share of
62 percent.
Customers being able to choose between the whole as-
sortment but not having to pay for freight. That is what
“order online – pick up in store” is all about, and since this
became possible for JYSK customers in Denmark, Norway,
Sweden, Finland and Holland in the Spring of 2017, online
sales have increased significantly.
“In JYSK we want to be close to our customers, and that
is why we have many small stores instead of few but big
ones. Of course this also means that we are not able to
display all of our products or carry them in stock in every “We have seen a big increase in the overall online sales in
store, but by implementing “order online – pick up in store”, the countries where the new concept has been taken into
we have found a great way to combine small stores with use. In Finland alone our total online sales have increased
big opportunities,” explains Executive Vice President Sales, by 150 percent. Furthermore it is a possibility for us to at-
Marketing and E-Business at JYSK Nordic, Niels Veien. tract more customers to our physical stores, as customers
pick up their products in our store instead of having them
150%
delivered at home,” says Niels Veien.
Customer expectations must be met
is how much the total online
Despite the big success there are no plans to expand the
sales have increased in possibility to other JYSK Nordic markets right now. The rea-
Finland, since “order online – son is the rapid expansion of JYSK in Eastern and Central
pick up in store” was Europe, which puts a huge pressure on JYSK’s distribution
introduced centre in Radomsko in Poland. Therefore the expansion of
“order online – pick up in store” has been put on hold, until
By using “order online – pick up in store”, JYSK customers JYSK’s distribution centre currently under construction in
can choose between JYSK’s worldwide assortment and get Bozhuristhe in Bulgaria is taken into use.
the product delivered to a store of their choice no matter if
the product is normally sold in that store or not. “As soon as we are sure that we can live up to customer
expectations on all markets, we will of course offer this
aw
option for customers in other countries as well,” says Niels
Popular at once
The numbers clearly show that customers have responded
well to the new opportunities since it was implemented
EX SPIN
in the different countries from February to May 2017.
TR
A
37
for the main
1 TIC
1
38 39
JYSK GROUP 2016/17
 TO BE EMPLOYEES’
FIRST CHOICE
WITHIN RETAIL
Satisfied employees are the best employees, and we want This is a very positive development and it increases the
to have the best. Throughout JYSK Group we strive to need to tell more about what it is like to work in JYSK to
develop our employees and give them opportunities to attract the best minds. Not only in our stores but in all
grow and find new challenges within the group. functions.

The competition for the best employees has increased Our employee surveys clearly show that our employees
significantly within later years as economy is growing and are happy to be part of JYSK, but we will continue to work
unemployment is falling in most of our markets. hard every day to make it even better in the future.

40 41
JYSK GROUP 2016/17
 JYSK NAMED BEST FROM TRAINEE TO DISTRICT
MANAGER IN RECORD TIME
RETAIL EMPLOYER
IN BOSNIA-
At age 25, Kasper Straunstrup is currently the He started as a trainee in 2011, and during his two-year
youngest District Manager in Denmark – and he education at JYSK Academy, he was awarded the title as
has accomplished this in just six years. Trainee of the Year in 2013. He finished his education the
same year and became Sales Leader in 2014 before taking

HERZEGOVINA
As newly appointed District Manager, Kasper Staunstrup
was on a tour in West Jutland in Denmark in March 2017,
to visit the ten stores he will be in charge of.
“I think my own experience as
the next step as Store Manager Trainee. In 2016, he was put
in charge of the JYSK store in the city of Aars.
Valuable experience as Store
Manager

According to the citizens of Bosnia-Herzegovina,
JYSK is the most desirable employer in the retail
sector in 2017.
Just two years ago, in 2015, JYSK was also awarded a prestig-
ious second place in the race for the title of Best Workplace
in Bosnia-Herzegovina.
If you ask Drazen Eldic, Retail Manager in JYSK West Balkan, he
has no doubt why JYSK takes home the first place this year.
“We all live our JYSK values of being a good colleague, and
act according to JYSK leadership, which means being a
good manager. This way, we all create the best possible
atmosphere and best team spirit together,” he says.
Drazen also believes that having fun at work is very impor-
tant, and he is happy that the positive working environment
extends to JYSK’s customers as well.
Store Manager gives me a very good
understanding of my colleagues’
perspective. I know what kind
of challenges you face as Store
Manager, and I expect to use this
in my new job”
Kasper Staunstrup,
District Manager in JYSK Denmark
But he was not alone – a film crew from the regional
TV station joined him. They were impressed by his fast-
track career and wanted to tell his inspiring story to their
viewers.
“It was quite an unusual experience, but they were really
nice and good at being ‘the fly on the wall’. I am also really
pleased with the TV clip because I think it reflects me very
well and showcases the great career opportunities at JYSK,”
says Kasper.
Surprising career opportunities at JYSK
Kasper began his career as a trainee at JYSK Academy af-
ter one of his acquaintances told him that if he wanted an
education with a lot of future opportunities, JYSK was the
place for him.
Although Kasper only worked as
Store Manager for 14 months, he
is convinced that his experience
is very valuable in his new job as
District Manager where he is now
supporting ten Store Managers.
“I think my own experience as Store
Manager gives me a very good
understanding of my colleagues’ perspective. I know what
kind of challenges you face as Store Manager, and I expect
to use this in my new job. On top of that, I also have some
great role models in my more senior District Manager col-
leagues,” says Kasper.
As District Manager, Kasper will
spend more time working on a
computer to keep track of the per-
formance. But he will still prioritise
store visits.
“I just love being in the stores and
seeing how things are going. It is
when you look people in the eyes
that you see how the situation re-
ally is,” says Kasper.
Kasper Staunstrup began his career as trainee at JYSK
Academy in 2011. Now he is the youngest District
Manager in Denmark.

Sanel Mehić, District “To be honest, I had not even considered JYSK for my career.
Manager, Ana Zlopaša, HR
Business Partner, and Dražen I had maybe visited a store four or five times to get some
Eldić, Retail Manager, all basic stuff. But once I learned more about the trainee edu-
from JYSK West Balkan, cation, I applied for a position and was fortunate enough to
received the award for the
title as Best Workplace in be accepted,” says Kasper.
Bosnia-Herzegovina.

42 43
JYSK GROUP 2016/17
 CHINA REPORTS
READY FOR STORE
MANAGER TRAINEE
PROGRAMME
In January 2017, JYSK’s very first Store Manager
Trainee programme in China was launched.
Four candidates have been selected for China’s first Store
Manager Trainee (SMT) programme, which prepares candi-
dates for becoming Store Manager.
FACTS ABOUT THE SMT PROGRAMME
• The SMT programme takes two months to complete
and consists of four training modules. Between the
modules, candidates receive practical training in
the store.
• The purpose of the SMT programme is to secure
qualified candidates for when a store needs a new
Store Manager.
One of the candidates is Will Chen, Sales Leader from
Yancheng. He has worked at JYSK since 2015 and now
wants to become Store Manager.
“I would like to develop personally and pursue my goal
of a career at JYSK. I want to show my worth and get the
opportunity for leading my team to become the best
one,” he says.
44
JYSK GROUP 2016/17
AMBITION HAS
FUELED YULIIA’S
CAREER
With the SMT programme, Will Chen expects to improve After just two years at JYSK, 24-year-old Yuliia Ketner
both his leader and sales abilities. is the youngest Store Supporter ever in JYSK Ukraine.
“I can bring home the new knowledge to the store and Yuliia Ketner started working as Administrative Responsi-
share it with my colleagues, so that together we can improve ble at JYSK. Then she worked as Sales Leader and became
sales and create China’s most attractive JYSK store,” he says. Store Manager even before finishing the Store Manager
Trainee programme. Now she is taking on the job as Store
Besides China, a number of other JYSK countries offer SMT Supporter.
programmes.
This may sound like the resume of someone with a long
career, but in reality, this is what two years in JYSK have
meant for 24-year-old Yuliia Ketner.
“You should not
be afraid to step
out of your comfort
zone and take
initiative(…)”
Yuliia Ketner,
Store Supporter, JYSK Ukraine
But what does it take to be successful at JYSK and rise
through the ranks? Excellent work ethics combined with
great ambition, according to Yuliia.
Sales Leader at JYSK in Yancheng, Will Chen, is one of the four employees
who have been chosen to participate in the new Store Manager Trainee
programme in JYSK China.
“In order to succeed at JYSK, I think
it is crucial to be willing to work
and develop. When I worked as a
Store Manager, I always worked
hard to achieve maximum results
in my daily work,” says Yuliia.
Get out of your comfort zone
As a student Yuliia travelled to
the USA to work in a gift shop, far
away from her familiar surround-
ings in Ukraine, and she recom-
mends colleagues to take similar
chances.
“You should not be afraid to step
out of your comfort zone and take
After just two years at JYSK,
initiative, because I believe that the experiences this gives 24-year-old Yuliia Ketner is the
youngest Store Supporter ever
you are often the ones you learn and develop the most
in JYSK Ukraine.
from,” says Yuliia.
And even though Yuliia has had success in her work in JYSK
up until now, her promotion to Store Supporter does not
mean that she will wind down her ambitions.
“I consider myself very happy and lucky to be part of the
JYSK team. I am planning to get the position as District
Manager within a year or two, and hopefully I will also get
a chance to take the introduction programme for Retail
Manager,” says Yuliia.
45

STORE MANAGER TRAINEES
ANSWER PHONES IN POLAND
A group of Polish Store Manager Trainees visited the Customer Ser-
vice Center in Radomsko to gain insight into the department’s work.
During a three-day internship in March 2017, the Store
Manager Trainees took on the role as Customer Service
employees: They sat down behind desks, put on headsets,
answered calls, gave advice and made customers happy.
“In spite of the many different
tasks and constantly ringing
phones, our colleagues are very
helpful and extremely patient”
Rafał Kaliński,
Store Manager Trainee, JYSK Poland
One of the interns was Adam Kowalski, and to him the intern-
ship included several surprises.
“I did not know that our Customer Service Center supports
all online sales in our company. When you get to experi-
ence our colleagues’ working spaces with three screens
on each desk and five different programmes to service
customers, you really appreciate the work they are doing,”
says Adam.
Phone still plays an important role
Michał Janisz, another intern, was especially surprised by a
particular situation.
46
JYSK GROUP 2016/17
“After having spoken with a customer about mattresses
for around fifteen minutes, the customer ordered a GOLD
mattress online, without having seen the mattress in the
store. This made me realise that the phone is still impor-
tant despite the internet,” he says.
Rafał Kaliński underlines his colleagues’ positive attitude as
one of the things that made the biggest impression on him.
“In spite of the many different tasks and constantly ringing
phones, our colleagues are very helpful and extremely pa-
tient,” he says.
Benefits for everyone
The joy of new insights and experiences from the intern-
ship was returned by the Customer Service colleagues.
“The barriers between the physical stores and Customer
Service Center disappear when our colleagues in stores
get a chance to experience our reality,” says Olga Flaszka,
Customer Service Team Leader Trainee.
Her colleagues, Customer Service Team Leader Olga Matyja
and Customer Service Supporter Ewelina Gaik, agree that
the visit from the stores has been a positive experience.
“Our common workshops have helped us a lot in under-
standing the significance of the work we are doing,” says
Olga Matyja.
While Ewelina explains: “We get the opportunity to learn
in detail about our store colleagues’ work and ask them
how they handle different situations. Apart from knowl-
edge sharing, we also have fun. It is a great chance to get
to know our colleagues.”
MEET OUR NEW COUNTRY
MANAGER IN THE UK
With lots of retail experience and a great sense of
purpose, David Ashton is looking to create growth
for JYSK in the United Kingdom.
When a recruiter rang David Ashton and suggested he
apply for a job at JYSK, his first response was: “JYSK, what’s
that?”
“I love face-to-face
contact with our teams
and customers, and I
cannot wait to get myself
into stores to coach and
develop our existing team
into world beaters”
David Ashton,
Country Manager, JYSK UK
However, David’s initial response quickly turned into
curiosity as he learned more about JYSK’s business in the
United Kingdom and successes across Europe.
On February 1st 2017, David got a first-hand opportunity
to answer the question of what JYSK is and should be in
the future, when he assumed his new position as Country
Manager for JYSK in the UK.
“This is an excellent opportunity for me to combine my re-
tail operations experience and success with strategic work.
My role is to guide the business, stores and online, focused
on growth. I love face-to-face contact with our teams and
customers, and I cannot wait to get myself into stores to
coach and develop our existing team into world beaters,”
says David, who turned 29 in February and relocated back
home to Manchester where he grew up.
Distinguish JYSK from competitors
Previously, David has been working as Area Manager and
most recently Divisional Manager at Farmfoods with re-
sponsibility for 38 stores. He was also District Manager in
the UK branch of Lidl.
As Country Manager in JYSK, David is in charge of 16 stores
including a webshop and around 150 employees.
“The fact that we’ve got only 16 stores means we can focus
on developing the business. Right now, JYSK doesn’t have a
presence or brand recognition in the UK. We need to distin-
guish ourselves from competitors by actually getting peo-
ple to come to the stores and understand that we offer ex-
tremely good products at extremely fair prices,” says David.
Family acted as mystery shoppers
One of the first things David did after landing his new job
was to ask his parents, who didn’t know JYSK either, to go
on a mystery shopping trip to their local store.
Although they didn’t know what to expect, they left the
store with several products and spent £60 in the store,
which obviously pleased the
Country Manager.
“The store experience means
everything, and the best ide-
as come from the sales busi-
ness and the people who are
serving our customers every
single day. My job is to create
a system where that informa-
tion can flow back and be
used to strengthen our busi-
ness,” says David.
On February 1st 2017, David Ashton assumed his new position as
Country Manager for JYSK Nordic in the UK.
47
 MANAGEMENT
TAKES OVER STORE
IN SWEDEN
The employees in the JYSK store in Länna, Sweden,
won a day off while the Swedish management team
took over the store.
The JYSK store in Länna outside the Swedish capital of
Stockholm is an attractive place to work. So much so that
the store took first prize in an “Attractive Place to Work”
competition ahead of the other 136 Swedish JYSK stores.
The ten JYSK store colleagues won a day off with lots of
common activities while the Swedish Country Manage-
ment Team took over the store.
“We decided in the management team to make it into an
event. It was good for all of us to get out into the store and
get some hands-on experience and see how the concepts
and procedures work,” explains Lotta Lindborg, HR Manager
in JYSK Sweden.
Satisfied employees are important
The purpose of the competition was to put focus on great
working environment in the Swedish JYSK stores. The stores
were measured on short-term sickness absence and on how
many new colleagues had completed their introduction
programme to JYSK during the latest financial year.
Store Manager Ahmed
“Rodi” Ibrahim and his team
won a day off with different
activities as a reward for a
great working environment.
48
JYSK GROUP 2016/17
“It is important for us to have satisfied employees in the
stores. JYSK wants to be an attractive place to work, which
is why we focused on the completion of the introduction
programme by new colleagues, so we ensure they get a
good start at JYSK, know all of our products, work by Cus-
tomer First and are motivated from the beginning,” says
Lotta Lindborg.
In Länna, where Store Manager Ahmed “Rodi” Ibrahim is
in charge of the store, completions of the introduction
programme was at 100 percent and sickness absence low.
That was the reason he could enjoy a day off with his col-
leagues, driving go-carts, bowling and eating nice food.
The Swedish Country Management Team at JYSK Nordic got hands-on
experience when they took over the JYSK store in Länna for a day.
COLLEAGUES
CLIMB THE HIGHEST
MOUNTAIN
As a team-building activity, colleagues in JYSK’s
head office for the Czech Republic and Slovakia
climbed a mountain together.
JYSK employees are always reaching for the top. That is lit-
erally true for the colleagues in JYSK’s head office in Prague
who run the business in the Czech Republic and Slovakia.
As part of ensuring better team spirit between colleagues,
they have made it an annual event to climb the highest
mountain in the Czech Republic, which is called Śnieżka
and reaches 1,603 metres into the sky.
First-time mountain climber
One of the participants in this year’s adventure was Kristýna
Čižinská, Social Media & Digital Coordinator.
“This was my first year – and actually also first time ever – I
hiked up our highest mountain. It was a great challenge,
but I enjoyed it and am definitely planning on going next
year as well! I liked that we went as a team and pushed
each other towards better performance,” says Kristýna.
Once they reached the top of the mountain, Kristýna and
her colleagues made sure to document their achievement
with photos, including a JYSK banner.
“We brought the JYSK banner because we are proud to be
part of the JYSK family,” says Kristýna.
Colleagues from JYSK’s head
office in Prague made it to the
top of the highest mountain
in the Czech Republic as a
teambuilding experience.
49

PARTY WITH JYSK
AND DÄNISCHES
BETTENLAGER
Since the first JYSK store opened up its doors in
Denmark in 1979, staff parties have been held every
year. Here we take a look at what significance the
annual event has for the company.
The year is 1979, and the JYSK party, which is the first of
its kind, takes place at St. Binderup Kro in North Jutland,
Denmark.
During the company’s first year, the employees have
worked hard at creating good results, and to thank them
for their efforts, the staff and their spouses are invited for a
Christmas dinner by JYSK owner Lars Larsen.
1979
was the year the first
JYSK party was held
The party in 1979 thus became the start of a long tradi-
tion, which today – 38 years later – is more widespread and
bigger than ever before across countries in both JYSK and
Dänisches Bettenlager.
“The parties are an occasion to thank and acknowledge
all our employees for their good efforts over the course of
the year - it’s a gift to the employees. As JYSK has grown,
the parties have also grown considerably. Both in size, but
also to many countries,” says Jan Verhoek, Executive Vice
President HR at JYSK Nordic.
Strengthens team spirit
Although the parties in Denmark started originally as
a Christmas event, today the theme often varies across
50
JYSK GROUP 2016/17
countries, where it is not only Christmas parties which are
held, but also JYSK Values parties, fancy dress parties, etc.
In addition to being a way of thanking the employees, the
parties serve as a way to strengthen team spirit and cama-
raderie among staff.
“There is a good sense of unity and team spirit at JYSK and
the social aspect is one of our greatest strengths, and the
parties help to strengthen this further. You can feel this
yourself at the parties, where the general atmosphere is
quite unique, and this, I believe, is something very special
for JYSK,” says Jan Verhoek.
Party across borders
In the vast majority of countries the employees are invited
to a party across stores, offices and distribution centres,
but some countries have gone one step further and gath-
ered employees together across national borders.
“The party in JYSK West Balkan is held with employees
from four different countries, namely Slovenia, Croatia,
Bosnia-Herzegovina and Serbia, and the fact that you can
meet up for a party regardless of where you come from is
something we are very proud of. This is a really good ex-
ample of our JYSK Values and precisely what these parties
are for,” says Jan Verhoek.
In October 2016 the theme of the party in Dänisches Betten-
lager was the celebration of store number 1,000 in Germany
and Austria. Here more than 4,000 employees participated
in the party of the year.
GOJYSK.COM
CONNECTS COLLEAGUES
JYSK’s international news site, available in 18 lan-
guages, is making it fast and easy for colleagues to
share inspiring stories across borders.
In December 2016, the last print issue of JYSK’s employee
magazine GO JYSK was distributed to employees across
Europe.
Since then, good stories from the world of JYSK have been
published continuously on GOJYSK.com.
“There is a big difference between receiving a print maga-
zine in your mailbox and checking a website for news about
JYSK. But our colleagues in all countries have quickly adapt-
ed to the new format. Furthermore, we have experienced
great engagement with many colleagues sharing stories
from GOJYSK.com on Facebook, Instagram and other social
media, which means that the digital stories have a much
STATISTICS ON GOJYSK.COM
• 24,462 users have visited GOJYSK.com since the
launch in December 2016 until the end of the
financial year.
• 2.02 pages was the average number each user visited.
• 13 minutes and 2 seconds was the average time each
user spent on the site.
bigger reach than the print magazine. Everyone can access
the site and get a look behind the scenes in JYSK,” says
Rune Jungberg Pedersen, Communications & CSR Director
at JYSK Nordic.
Stories that matter
The content on GOJYSK.com is produced primarily by the
Communications team, who are dependent on colleagues
from all over Europe and the rest of the world to get the
best scoops.
“We are working hard every day to discover the most inspir-
ing and most engaging stories to publish on GOJYSK.com.
Thankfully, we have dedicated colleagues everywhere
who let us know when they have a story to tell. That is
essential to us, because we depend on this help to tell
the stories that matter the most,” explains Martin Møller
Aamand, Communications & PR Consultant and daily ed-
itor of GOJYSK.com.
Since the launch, around 90 articles have been published
on GOJYSK.com, and more than 24,000 users have visited
the site.
51
 MOBILES PROVIDE
MORE TIME FOR CUSTOMERS
NEW SYSTEM
MANAGES TASKS
ON THE MOBILE
In all JYSK Nordic stores across 20 countries, smartphones will make it easier for employees to complete
tasks and provide more time for customers.

Yellow post-its, quick notes scribbled

on the hand, waiting time by the store
computer and a lot of extra steps back
and forth checking up on products in
the stockroom.
These are just some of the things that
should disappear from the everyday
work, when smartphones are rolled
out as a working tool in all JYSK stores.
Norway was the first country to start
using the phones in June 2017
In JYSK the project goes by the name
of ”Mobility”. Basically it is about pro-
grams, which employees up until now
could only access by computer, being
made into apps on a smartphone.
For Simon Thomsen from the JYSK store in Skalborg, Denmark, the smartphone is very useful when he is
working in the stockroom.
JYSK Nordic introduces a new Task Management Sys-
tem to simplify work in stores and compile essential WHERE WILL MYJYSK BE ROLLED OUT?
information in one place. • MYJYSK ran as a pilot project in Norway as of June
2017.
As the first country in JYSK Nordic, Norway moved to a new
• In 2017 and 2018, MYJYSK will be rolled out to the
combined Task Management System and intranet in June
rest of the countries in JYSK Nordic as well as head
2017. The name of the new system is MYJYSK, and it replaced offices and distribution centers.
the current intranet, JYSKnet.
”Our ambition with this new system is to eliminate the
Born on a smartphone
several different platforms on which you are receiving in-
formation about tasks, so that it becomes easier being an The expectation is that the pace of communication gen-
employee at JYSK. The goal is that we have only one chan- erally will be faster in JYSK. The new system is born to be
nel for communicating tasks, and that is MYJYSK,” says Rass
Skov, Head of Retail Operation at JYSK Nordic.

”Mobility is a modernisation and digitalisation of work just made mobile-friendly,” says Keld Marott, who is re- The system is specially designed for the smartphones,
processes in stores. All of the tasks the employees use sponsible for developing the mobile solution in JYSK. which are rolled out to all stores, as a tool to manage the
pen and paper to solve today are now being moved to many different tasks in the JYSK stores.
the mobile. This way we make it easier for employees in
Skalborg saves steps
stores to complete their tasks
Provides great transparency
with fewer steps, minimise the In the JYSK store in the town of Skalborg in the northern
risk of making mistakes, save a part of Denmark, where the employees have tested the The system will not only to optimise the communication
lot of time and therefore mak- use of the new smartphones and some of the new apps, of tasks. MYJYSK should also give a greater overview of the
ing it possible to provide even they have been very happy with using the mobiles. many different tasks in the stores to the rest of the organ-
better service to our custom- isation. It will be possible to compare the amount of tasks
Keld Marott is Director ers,” says Keld Marott, Director ”My first reaction is that it is working very well. Now there from country to country to see if the workload is too big
of Store IT and Loss of Store IT & Loss Prevention at are more of us who can react quickly to tasks, and at the in the stores.
Prevention at JYSK Nordic The new task management
and responsible for the JYSK Nordic. same time we are saving a lot of steps and time in the used on a smartphone and therefore the employees in the system and intranet MYJYSK
Mobility project. store,” says Store Manager Janni Svendsen. “The implementation of MYJYSK should lead to more store will avoid spending time by the computer. is developed by the American
company Thinktime, as a
tasks being completed, so we will get even better-looking
Supplement to the stores mobile first system.
stores and more time to help the customers, because our In the long term the system is not only supposed to be
Keld Marott expects that the colleagues in the stores will MOBILITY IN JYSK information is readily available and we are sure that it will a tool to manage the tasks in the JYSK stores around the
experience a big recognisability, when they are using the reach every employee,” says Rass Skov. world, but also as an intranet for the entire company.
different apps. • All stores receive three smartphones (depending
on the size of the store). “In that way we collect all information to the employees
”The entire Mobility project is a supplement to the stores. • A total of 3,500 smartphones have been purchased. in the same system, which will be a big advantage,” says
We are not removing any tools, but building new ones Rune Jungberg Pedersen, Communications & CSR Director
from the systems we already know and use. It is the same • The smartphone is a Motorola with a 5-inch screen. at JYSK Nordic.
systems and buttons that need to be pressed. They are

52 53
JYSK GROUP 2016/17
 NEW MOBILE-
FRIENDLY LEARNING
TOOL
JYSK employees can now complete e-learning from
everywhere, at any time and on any device.
In JYSK Nordic all new colleagues are being professionally
introduced to the company. Part of this is training in the
work processes in the JYSK stores, product knowledge and
knowledge about how to give first class customer service.
This includes e-learning courses which all store employees
have to pass within their first three months. Until June 2016
it was only possible to complete the training sessions on a
computer, but now the HR department has introduced a
new system with great possibilities.
The second part of the project is
to make the sessions more inter-
active and intuitive with gaming
elements and interesting
quizzes. So all new employees
will learn by playing.
“From our employer satisfaction surveys, we can see that
our employees are very satisfied with our training pro-
grams. But they have also requested mobile solutions, and
this is a wish we have taken very seriously. Our mobile set-
up makes it much more flexible when and where to do
the training, so the employees do not depend on the store
computer to be available and that makes it much easier to
54
JYSK GROUP 2016/17
plan and complete the training,” says Ivana Dragić Topić,
Training Manager at JYSK Nordic.
First movers
According to Ivana Dragić Topić, JYSK is one of the first
companies in Europe to make mobile-friendly e-learning
available to their employees in a system that is responsive
and able to adapt to any PC, tablet or mobile device.
This makes it easy for employees to do the training when-
ever it fits into their day.
“The keyword is flexibility and the
ability to do the trainings wherever
you want. The trainings are part of
the working day, and employees
will of course be paid for the time
they spend on e-learning no mat-
ter if it takes place in the store, at
home, when commuting or some-
where completely different,” says
Ivana.
EXTENDED
FOCUS ON HEALTH
OF EMPLOYEES
The health of the employees is key in Dänisches Bet- disability, Marie-Cathrin clarifies with the Integration Office
tenlager where a number of initiatives are taken in which option will be provided.
order to make sure employees stay healthy.
In this way Dänisches Bettenlager ensures that employees
Part of being an attractive employer is taking care of the in most cases have a possibility to return to the company,
health of the employees, and in Dänisches Bettenlager the even if they have suffered from serious illness.
company’s health management program called BGM en-
sures that the health of the employees is always top of mind. “In the dialogue with referring colleagues we experi-
It was fully implemented in the financial year 2016/17. enced that our reintegration programme also adds a good
amount of trust and well-being among our employees,”
The program is based on prevention, occupational health says Marie-Cathrin Düwell.
and safety and integration, and it is supervised and devel-
oped by Marie-Cathrin Düwell and Laura Erichsen-Marxsen
from the HR department.
“We participate in the design of operational processes with
the aim of preserving and promoting the health of our em-
ployees. This also includes health-oriented behaviour,” says
Marie-Cathrin Düwell.
“But even if our focus is more on the preventive side, the
support of our colleagues, who wish to continue to be
committed to the company despite a health restriction, is
particularly important to us,” adds Laura Erichsen-Marxsen.
Support after illness
If a disease leaves an employee unable to work fulltime, it is
important to take the necessary individual considerations.
“In such a situation, we find the various possibilities, for ex-
ample, a gradual reintegration. Often this is not known to
the patients. The treating physician creates an individual
action plan, which contains several stress levels for work
testing,” explains Marie-Cathrin Düwell.
Only after becoming aware of the degree of a disability con- Marie-Cathrin Düwell (right)
crete help is possible. This includes, for example, checking and Laura Erichsen-Marxsen
from the HR department are
the workplace equipment and the spatial conditions. If it is
responsible for the new health
found that there is an impairment at the workplace due to management program in
Dänisches Bettenlager.
55
56 57
JYSK GROUP 2016/17
 CORPORATE SOCIAL
RESPONSIBILITY &
SPONSORSHIPS
JYSK is a responsible company, and it is important for us to
act as such throughout the organisation.
This comprises our own employees as well as the working
conditions in companies acting as suppliers to JYSK and of
course our general impact on the world surrounding us.
Through our membership of international organisations
we ensure that independent auditors evaluate our suppli-
ers and let us know if suppliers do not live up to the stand-
ards expected by JYSK Group.
58
JYSK GROUP 2016/17
Besides working actively with CSR in our company and sup-
ply chain, JYSK also supports sports as well as a number of
charitable organisations including Parasport in a number
of countries, Save the Children Denmark, DanChurchSocial
and Danmarks Indsamling.
During the financial year 2016/17 JYSK has taken a number
of new initiatives in Romania including a new cooperation
with UNICEF and with the organisation Hope and Homes
for Children.
59
 JYSK SUPPORTS
COMPETITION
WITH FOCUS ON
SUSTAINABILITY
JYSK is a main sponsor of the FSC Design Award and
joined the 11th annual competition on May 10th 2017.
The air was full of anticipation as hopeful Danish design
and architecture students were gathered for the FSC
Design Award 2017 in Denmark’s capital, Copenhagen. 45
beautiful wooden designs were displayed in a large and
bright lobby.
The purpose of the competition is to encourage students
to combine sustainability and aesthetic design in wood
through innovation and creativity.
And they have resolved this in a
wide variety of ways: Everything
from building blocks and a first-aid
kit to functional desks and chairs in
all shades.
JYSK has supported the FSC Design
Award for a number of years to
help put a focus on sustainability
and spread the knowledge of the
FSC brand. FSC stands for Forest
Stewardship Council. In JYSK there
are many items made of FSC-labe-
led wood, including all wooden
garden furniture.
Wins a trip to Honduras
The ten students who, according to the judges, had made
the best bids to combine sustainability and design, were
called on stage when the winner was about to be an-
nounced.
60
JYSK GROUP 2016/17
RIKKE WON
A TRIP TO
HONDURAS
Rikke Palmerston Christensen was the winner of FSC
Design Award 2017. In August 2017 she traveled to
Honduras to visit FSC-certified forests and prepare a
version of her winning design in collaboration with
a local workshop. Here are some of the photos from
her trip.
“The winner of the FSC Design Award 2017 is Rikke Palmer-
ston Christensen,” announced the host.
Rikke’s design is a wardrobe with space for everything
from a jacket and hat to gloves and umbrellas. The prize is
a trip to a FSC-certified forest in Honduras, where Rikke will
prepare a version of her winning design in collaboration
with a local workshop. At the same time, she will be able to
experience the importance of using sustainable materials
with her own eyes.
WHAT DOES FSC MEAN?
• FSC stands for Forest Stewardship Council.
FSC means that a tree is sourced from sustainable
forests, where no more wood is cut down than the
forest can reproduce.
• FSC is about environmental, social and economic
responsibility.
• FSC sets strict requirements for the use of pesticides
and chemicals and ensures that the aquatic environ-
ment is protected.
• FSC poses a number of social requirements that
make local areas benefit from the income from the
forest.
• FSC ensures that native peoples and locals are
guaranteed the right to use the forest.
• Parts of FSC forests are completely protected, and ar-
eas of endangered animals and plants are preserved.
• Forestry workers in FSC forests are ensured proper
conditions, including education, safety equipment
and fair pay.
Photos: FSC Denmark
61
 ”WE NEED TO HAVE THE RIGHT
MINDSET TO MOVE SOMETHING
IN THE SUPPLY CHAIN”
JYSK Nordic has increased the internal focus on
responsible supply chain management, and today
suppliers get a higher score in their BSCI audits
than previously.
Business Social Compliance Initiative (BSCI), a system for so-
cial compliance and improvements within the supply chain,
has been part of JYSK Nordic’s procurement practices since
2006. In recent years, increased focus on internal anchoring
has been on the agenda.
Visibility is essential, says Executive Vice President Purchas-
ing at JYSK Nordic, Peter Andsager, and explains:
Category Manager at JYSK
Nordic, Kathrine Møller Nielsen, is
happy about the internal focus
on BSCI as it helps to improve
the results of the suppliers.
“There is a flow through the entire BSCI system, and it has
to start with us. We have to have the right mindset to move
something in the supply chain. Therefore, BSCI is an impor-
tant part of the purchasing process, and we all have to be
aware of that.”
Results are presented
Twice a year, everyone’s attention is drawn to BSCI at a
large status meeting, where everyone with a relation to
JYSK’s suppliers participate. At the meeting, the results of
each purchaser are presented. In that way it becomes clear
how the suppliers for each purchaser’s specific product
group are performing according to the 11 BSCI principles.
“The internal focus is important, and the fact that the
results are being presented has an effect – it appeals to
62
JYSK GROUP 2016/17
the competitive sense that most purchasers have,” says
Katrine Møller Nielsen, who is Category Manager, Bed linen,
Sheets & Bathroom at JYSK Nordic.
Positive effect on suppliers
After the meeting, Kathrine and the other purchasers receive
an overview that shows, which suppliers face challenges.
“I reach out to those suppliers where there is room for im-
provements and ask for an action plan. A valid BSCI audit is
not enough. The suppliers also have to work with the result,
and we have to see an improvement from audit to audit,”
says Kathrine.
Since the increased focus on in-
ternal anchoring of BSCI, there has
been a great positive development
among the suppliers. In the finan-
cial year 2016/17 it has been decid-
ed to increase focus even more on
improving BSCI results.
ABOUT BSCI
• Business Social Compliance Initiative (BSCI) is an
international supply chain management system
with more than 2,000 members.
• As a member, JYSK Nordic joins a common Code of
Conduct, which consists of 11 principles for responsi-
ble supply chain management.
• The principles are based on international conventions
and, among other things, prohibit child labour, forced
labour and corruption and set out requirements for
safety and reasonable working hours.
• The suppliers are audited by a third party and then
obtain a rating that reflects their performance in
relation to the 11 principles.
JYSK ROMANIA
PARTNERS WITH
HOPE AND HOMES
FOR CHILDREN
Furniture and home accessories from JYSK for a total decent, safe and comfortable environment, a place that
amount of one million lei (app. 220,000 EUR) will be they can call home,” says Alex Bratu, Country Manager for
used to furnish new homes for children. JYSK in Romania and Bulgaria.
Luiza and Liana are two Romanian girls who were aban-
doned by their mother at birth, because she had no money
to raise them.
The years have passed since then, and their mother started
to have a better life, so she decided to look for her girls.
With the help of Hope and Homes for Children, a non-gov-
ernmental organisation (NGO) in Romania, the family has
now been reunited and the girls, who grew up in an or-
phanage, were helped to adapt to their new life and their
family.
Three-year partnership
At the end of June 2017, JYSK Romania signed a contract
for a three-year period with Hope and Homes for Children
and became a strategic partner of the NGO.
Based on this contract, our company will offer furniture
and accessories for a total amount of one million lei
(app 220,000 EUR), which will be used to furnish all the so-
called Small Group Homes that the NGO will build in the
next three years.
Dragos Bucurenci (left), Hope
and Homes for Children, and
“We are happy that by starting this partnership we are SIX NEW HOMES IN 2017 Alex Bratu, Country Manager
able to improve the lives of the abandoned children that for JYSK in Romania and
• Until the end of 2017, JYSK Romania will furnish six Bulgaria, shake hands on
need a quiet, stable and comfortable place to grow up. the new partnership.
Small Group Homes where 72 children will move in.
Together with Hope and Homes for Children we are now
able to transform the homes that these children live in • The total number of children that will benefit from
into places that feel like a real home. For a child to develop these Small Group Homes in the next 20 years is 350.
and to grow into a happy person, they need to grow in a
63
 OPENING OF JYSK PARK:
”WITHOUT JYSK, IT WOULD
NOT HAVE BEEN POSSIBLE”
On Monday July 31st 2017, a football celebration took
place in the home city of JYSK owner Lars Larsen,
Silkeborg in Denmark. The city’s new football sta-
dium was opened with a concert, speeches – and a
victory. JYSK owner Lars Larsen could
initiate the celebrations at the
stadium by welcoming the
Four years of waiting time was replaced with festivities many thousands of spectators
when the football stadium JYSK park was opened on Mon- at JYSK park – with “a great
offer for all football fans in
day July 31st in the home city of JYSK owner Lars Larsen, Silkeborg,” as he said.
Silkeborg in Denmark. Photo: Ulla Myrhøj.

As the name indicates, JYSK is the name sponsor of the

city’s new stadium, and according to Communications 10 million DKK (app. 1,300,000 EUR) in the project. Without
Manager in Silkeborg IF, Niels Frydenlund, the new stadi- that money, we would not be where we are today, with
um would not have been there today, if it had not been the best football stadium in Denmark. It kicked in the door
for the support from JYSK as well as Lars Larsen’s strong politically, and also engaged a wide range of other spon-
attachment to the town. sors, so it has been crucial to the new stadium,” says Niels
Frydenlund.
“Without JYSK, it would not have been possible. It was
Lars Larsen who broke the ice when he invested the first
Lars Larsen on the pitch
The team Silkeborg IF won their first match on the new stadium JYSK park.
Photo: Ulla Myrhøj. JYSK owner Lars Larsen was also on the pitch when JYSK
park was opened. Although it was not as part of the line-
up, Lars Larsen could initiate the celebrations at the sta-
Photo: Bo Nørgaard dium by welcoming the many thousands of spectators at
JYSK park – with “a great offer for all football fans in Silke-
borg,” as he said.
JYSK PARK IN NUMBERS
• Price: 130 million DKK (app. 17.5 million EUR).
Even though the JYSK owner was not born in the city,
he has found a home in Silkeborg, where he has lived for
more than 30 years. Therefore he is very pleased to be able
to give something back to the city, among other things
through the support of culture and sports in Silkeborg.
“On the other side of the stands lies JYSK arena, where
the handball club Bjerringbro-Silkeborg plays their home
matches, and I have been very excited about the neigh-
bour being finished in the form of JYSK park. I hope you
will all get many great experiences in the future at JYSK
park,” said Lars Larsen.
Fantastic atmosphere
Not only could the city celebrate that the new stadium was
finished, the team also won the match that night against
the rivals from the football club AGF from Aarhus, where
JYSK’s head office is located. All in all, Silkeborg IF was very
content with the event.

• Capacity: 10,000 spectators.

• Support: JYSK has supported the construction
of JYSK park with a total of 15 million DKK
(app. 2 million EUR).
“I am happy to be here today, and I am happy that I can
give something back to Silkeborg through JYSK park. A city
which have given me so much,” said Lars Larsen in the be-
ginning of his speech.
“If we had written a script for how we would like the open-
ing to go beforehand, we could not have done so better
than the way it actually played out. We really showed that
JYSK park can carry out a football match in a class of its
own and the atmosphere at the stadium was absolutely
amazing,” says Niels Frydenlund and continues:
“The fact that we also won a dramatic match like that of
course gave it all an extra boost and a really good atmos-
phere in the audience.”

64 65
JYSK GROUP 2016/17
 COMPETITION
WINNERS SHARE
PRIZE WITH
VULNERABLE
CHILDREN
JYSK in Greece won an internal competition, and
the employees chose to donate part of the prize to
vulnerable children.
The Greek JYSK team was among the winners of a big, in-
ternal Black Friday competition in November 2016. Greece
was one of the countries that achieved the biggest growth
on the international shopping day.
“Every day we see sad stories on
TV about children living in poverty.
We all agreed that it would be good
if JYSK could help – even a little”
Kostas Dimopoulos,
Sales & Marketing Manager, JYSK Greece
But a group of vulnerable Greek children also benefitted
from the winning as the JYSK colleagues chose to donate
part of the prize to a Greek charity named “The smile of
the child”, which since 1996 has helped Greek children in
difficult situations.
“Every day we see sad stories on TV about children living
in poverty. We all agreed that it would be good if JYSK
66
JYSK GROUP 2016/17
could help – even a little,” said Kostas Dimopoulos, Sales
& Marketing Manager for JYSK in Greece.
Furniture for children’s garden
Since November 2016, the Greek colleagues saved part
of their prize so that when spring arrived, they could give
“The smile of the child” a garden set, which the organisa-
tion has long been missing for their home for orphans.
With the garden furniture, the children can now enjoy the
sun in the garden, which has otherwise been empty.
“Our garden set looks beautiful when you see it in our
nice environmental photos, but I have the feeling that it
looks even better in the small garden where it benefits
the children,” said Kostas.
JYSK COLLEAGUES
RUN FOR A GOOD
CAUSE
311 kilometres were completed when 15 colleagues
from JYSK in Poland participated in an international
charity run in May 2017.
The Polish runners club KLUB BIEGACZY JYSK participated
in the charity race Wings for Life World Run in which the
31
participants run for those who cannot.
The race is international and takes place at the exact same
time around the world - whether day or night. 15,000 peo-
ple around the world took part in the race.
In Poland, the run started at 1 pm, and KLUB BIEGACZY
JYSK was well represented. 15 JYSK colleagues participated
KI
and ran a total of 311 kilometres.
LO
1
M
ET
Participants in the Wings for Life World Run from KLUB BIEGACZY JYSK.
RE
Store Manager ran 43.6
District Manager in JYSK Poland
The race is different from other runs because it is not the Adrian Dróżdż, chairman of KLUB
BIEGACZY
runners chasing the finish line but the finish line chasing
S
the runners. Half an hour after the runners take off, a car
departs from the starting area. As the car catches up with
the runners, they are out of the race.
Bartosz Kupa, Store Manager in Bielsk Podlaski, reached a
distance of 43.6 kilometres before the car reached him,
thus achieving an impressive 502nd position in the world.
67
 JYSK PROLONGS We are experiencing a heartfelt en-
gagement,” says Niels Christiansen,
director at Parasport Denmark.

PARALYMPIC Common values behind

sponsorship

SPONSORSHIP
It was JYSK owner Lars Larsen’s
wife, Kristine, who got the idea of
the sponsorship in 1988 after the
Paralympic Games in Seoul, South
Korea, as the Danish para athletes JYSK owner Lars Larsen signs
needed a main sponsor. Since then the contract to extend the
main sponsorship of Parasport
the couple has followed closely Denmark together with director
One of Denmark’s longest lasting sports sponsorships continues over a new four-year period. when Denmark participated in the of Parasport Danmark
The sponsorship has a value of one million DKK annually (app. 135,000 EUR). Paralympic Games. Niels Christiansen (left) and
Michael Møllgaard Nielsen,
Paralympic Sports Director at
”JYSK and myself personally are Parasport Danmark (right).
Photo: Lars Møller Photo: Lars Møller proud to have been on the side-
lines to support the athletes and the Parasport to achieve is built on a common understanding that willpower and
great sporting results over the years. It is an amazing world, dedication leads the way to great results, success and pos-
which only few people experience – and one which I sibilities. The athletes’ drive is a great inspiration to us all,
would like to make even more visible. Therefore, I am very and JYSK is proud of the partnership with them,” says JYSK
happy to extend the great partnership. The sponsorship owner Lars Larsen.

JYSK BECOMES MAIN SPONSOR OF

ROMANIAN PARA-ATHLETES
JYSK expands its sponsorship for disabled athletes
in a new country after signing a three-year contract
with the Romanian National Paralympic Committee.

Since 1989, JYSK and Parasport Denmark have been a very
strong team, and the sponsorship has helped develop the
Parasport both on an elite and breadth level, and at the
same time helped profile the best Danish para athletes.
The new agreement extends the 28-year-old marriage
with four years so far, and will help strengthen the sporting
preparations towards the Paralympic Games in Pyeong-
Chang 2018 and Tokyo 2020.
“The support from JYSK is in my eyes beyond compare in
the Danish world of sport. It is a sponsorship, that is about
much more than just an annual transaction of money.
JYSK AND DISABLED ATHLETICS
• JYSK has sponsored the Danish Sports Organisation
for the Disabled since 1989.
• In 2002, JYSK also became the main sponsor of disa-
bled athletics in Norway, followed by Sweden in 2004
and Romania in 2017.
• JYSK also sponsors disabled athletics in Finland, the
Czech Republic and Slovakia, while JYSK Franchise
sponsors organisations in Canada, Iceland and the
Faroe Islands.
In Romania, JYSK became the main sponsor of the Paralym- President of the Romanian
pic Committee in August 2017 and will offer financial sup- National Paralympic
Committee (NPC),Sally
port for the training of Romanian Paralympic athletes who Wood-Lamont (left)
compete in fourteen sports. shakes hands with Country
Manager Alex Bratu on the
new three-year sponsorship
”Our company has supported disabled athletes for almost of the Romanian National
30 years. We wanted to continue this tradition that start- Paralympic Committee.
ed in Denmark back in 1989 because we think that these
athletes deserve to be admired for their will and strength. Athletics, wheelcair basketball, table tennis, archery, judo,
Despite all the impediments they had in life, they manage swimming and canoeing are among the Paralympic sports
to outdo themselves and accomplish great results. They that will benefit from the sponsorship.
are an example for all of us, and they deserve our support,”
says Alex Bratu, Country Manager for JYSK Romania and
Bulgaria.

68 69
JYSK GROUP 2016/17
 Editor in chief Printed by
Rune Jungberg Pedersen, Johnsen Graphic Solutions, Denmark
Communications & CSR Director, JYSK Nordic

Paper
Concept & Editor
140 / 300 gsm MultiOffset
Laura Sulbæk,
Communications & Sponsorship Consultant, JYSK Nordic
JYSK Group
Sødalsparken 18
Text
DK – 8220 Brabrand, Denmark
Communications departments, TEL: +45 89 39 75 00
JYSK Nordic and Dänisches Bettenlager JYSK.com

Layout & Graphics

Rie Boesen,
Graphic Design Manager, JYSK Nordic
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JYSK Nordic and Dänisches Bettenlager

Circulation
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70 71
JYSK GROUP 2016/17
 JYSK.com
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JYSK GROUP 2016/17