The owner and founder of JYSK, Lars Larsen, is known in Denmark as the country’s leading retailer who always has ‘a great deal’. When he opened his first store in 1979, in Denmark’s second largest city, Aarhus – where he is still located – Larsen had big ambitions! He opened several successful JYSK Sengetøjslager stores throughout Denmark, and the first store outside the country was opened in 1984 in neighbouring Germany.

In Danish, ‘JYSK’ means ‘anything’ or ‘anyone’ from the Jutland peninsula and is often associated with modesty, thoroughness, and honesty – three values that Larsen himself has always identified with. JYSK stands for reliability, and a deal is always a deal.