Danish Jysk Group has budgeted a total of €250m for its rebranding project. In addition to the name change from Dänisches Bettenlager to Jysk, the project also includes the conversion of a total of around 970 stores in Germany to the new store concept 3.0. The store concept provides for a range consisting of global and regional products that can be flexibly adapted to suit market conditions; concentration of the range to around 3,000 articles; the exchange of 1,600 articles for new products; the establishment of inspiration spaces in the stores; and electronic price signage. Jysk’s core competence - the area of trial beds and mattresses - is also to be brought much more to the fore.
Jysk commenced with the conversion in September 2020 while continuing business operations; the project is to be completed by the end of 2024. To date, some 20 locations have been converted to the store concept 3.0. In the current 2021/2022 financial year, a further 250 stores are expected to undergo conversion.
