JYSK opened this month its first store in Moscow, and plans to open four stores in the city this summer.
On Wednesday 3 June 2020, JYSK opened the doors for the company’s first store in Russia, when customers were invited inside the new store in Trojka Moscow.
GOOD RESULTS WITH NO PRIOR MARKETING
The opening in Russia was very different compared to other countries or even store openings. JYSK had not done any marketing prior to the opening, and the citizens of Moscow were still not allowed to go more than two kilometers away from home.
Country Manager of JYSK in Russia, Igor Raić stated:
“Since we had not done any marketing, and since there are not a lot of people on the streets, the day started a bit slow. But it became better and better during the day, as the word spread that a new store has opened. Furthermore, we had good online sales, so all in all, I am very satisfied with the first day”.
Mr. Raić underlined that the most important mission was to open the store and give all of the customers a good experience to ensure that they will come back again.
At the same time, JYSK will gradually begin with local marketing initiatives to make people of Moscow aware that JYSK has come to town.
“We will begin digital and social media campaigns very soon, and then in a couple of weeks we will begin distributing campaign papers to boost sales,” says Igor Raić.
He feels confident that JYSK will be a great success in Russia.
PROUD STORE MANAGER
Store Manager in Trojka Moscow, Andrey Achkasov, shared his opinion:
“Despite corona challenges, we managed to overcome all pitfalls and make our store ready for opening. It was not easy but a great team effort made it happen. The first day was very exciting and we were thrilled to open the doors to our store”.
JYSK is an international chain of stores with Scandinavian roots that sells everything for the home. The first store opened in Denmark in 1979, and today JYSK has more than 2,900 stores and 23,000 employees in 52 countries.
In Germany and Austria, the stores are called Dänisches Bettenlager – in the rest of the world JYSK. JYSK is owned by the family behind Lars Larsen Group, who owns a number of companies with a total annual turnover of 4.7 billion EUR. JYSK’s turnover is 3.794 billion EUR