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JYSK tests new store concept

Furniture giant JYSK has redesigned its store in Horsens in Denmark as part of plans to test a new store concept for future stores.

GENERAL MERCHANDISE

JYSK tests new store concept

Having given the store a complete makeover, JYSK said the redesign had been executed with the customer’s purchase experience in mind. Featuring light materials, wooden floors and soft colours, the store aims to inspire customers by displaying the products across product groups in eye-catching environments throughout the store.

Michael Lauritzen, retail designer at JYSK, said: “In Horsens we try to gear the shopping experience to the needs of our customers so they will get the most out of their visit. The store will have more in common with the customer’s own home than our current stores have. Furthermore, it is important for us to convey our Scandinavian heritage, both here in Denmark and especially in the rest of the world.”

Following a trial period, JYSK said it will fine-tune the concept used in Horsens so it can be used in more JYSK stores in the future.

Lauritzen added: “JYSK in Horsens will provide us with a better understanding of what our customers want and what works best, so we in the longer run can implement the concept in other stores. Of course, the great offers that JYSK is famous for will still be at the centre of our attention.”

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