Danish retail chain JYSK has unveiled plans to open up to 100 new stores in major European cities over the next three years, part of its plan to grow its presence in central urban locations.

The home furnishing retailer said it will target key cities including Dublin, Madrid and Bucharest to bring its stores closer to customers living in large urban centres.

Since the company was founded in 1979, the Danish company has grown to over 3,600 stores in around 50 countries which employee approximately 34,000 people.

Before the end of the financial year in August, JYSK intends to open 30 urban stores, with a further 70 locations scheduled to launch by the end of August 2028.

The retailer has traditionally located stores in smaller towns or on the outskirts of cities where space for larger formats and parking is more readily available.

Under its latest three-year strategy, the company is prioritising growth within markets where it already has brand recognition and operational experience.

Recent openings include new city-centre stores in Dublin and Amsterdam, with additional locations planned in both cities. The retailer also intends to launch new stores later this year in Stockholm, Oslo, Madrid and Barcelona.

To support its urban strategy, JYSK said it is targeting slightly smaller store formats of around 800 square metres of sales space compared to its typical 950 square metre locations, while still offering its full product range.

Rami Jensen, president and chief executive at the retailer, said that there is room for more JYSK stores in Europe and the company wants to get closer to customers living in key cities.

“In a country like Denmark, where our founder Lars Larsen opened his first JYSK store 47 years ago, we are well established and widely recognised by customers. In many other countries across Europe, we still see significant potential,” he added. “That is why we are putting more effort into opening new stores in countries where we are already present and have local knowledge of the market.”

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