Global furniture retailer JYSK will this week unveil a new store design format which—if successful—is expected to be rolled out across the network.

The retail giant, part of the Lars Larsen Group, is piloting the new store design in its native Denmark, in the city of Horsens. It will be opened on Thursday.

JYSK said the aim was to create a store that “would have more in common with the customer’s own home” than its stores currently have at present.

However, it is not planning on losing any of its Danish identity.

Retail manager Michael Lauritzen said: “It is important for us to convey our Scandinavian heritage, both here in Denmark and especially in the rest of the world.”


JYSK’s new test format focusses on lighter materials, wooden floors and soft colours, to better accentuate the retailer’s merchandise, it said, adding that it would take the learnings from the redesigned space ahead of rolling the concept out elsewhere.

Related: JYSK plan to ramp up UK store footprint by August 2016