The two stores, located in Casablanca, within the Viva Park and Aeria Mall shopping centres, bring to fruition a long-standing project by the brand founded in 1979 in Aarhus. "Entering the African market is a key step in our international expansion strategy. We are convinced that our offer inspired by Scandinavian design will appeal to Moroccan consumers," declared Rami Jensen, CEO of JYSK.
With more than 3,500 stores and approximately 31,000 employees spread across Europe, Asia, South America and now Africa, JYSK — an acronym for “Jysk Sengetøjslager”, meaning “Jutland bedding warehouse” — continues to develop a hybrid expansion model, combining franchising and direct management.
During a press conference held this week in Casablanca, Igor Raić, country director for Morocco, highlighted the group's ambitions in the Kingdom: "The Moroccan market presents strong potential for our concept. This double opening is just the beginning: a third boutique is already being prepared for the coming months."
This launch comes after a recent expansion in South America, also via the franchise system, and is part of a global strategy of progressive establishment, combining adaptation to local specificities and consistency of the Nordic identity.
Alongside the physical openings, the JYSK.ma platform is now online, offering the Moroccan public expanded access to the entire range of products.
Driven by an encouraging welcome from its first Moroccan customers, the group's management aims to continue its territorial deployment, faithful to a dynamic of international expansion that is now borderless.
With more than 3,500 stores and approximately 31,000 employees spread across Europe, Asia, South America and now Africa, JYSK — an acronym for “Jysk Sengetøjslager”, meaning “Jutland bedding warehouse” — continues to develop a hybrid expansion model, combining franchising and direct management.
During a press conference held this week in Casablanca, Igor Raić, country director for Morocco, highlighted the group's ambitions in the Kingdom: "The Moroccan market presents strong potential for our concept. This double opening is just the beginning: a third boutique is already being prepared for the coming months."
This launch comes after a recent expansion in South America, also via the franchise system, and is part of a global strategy of progressive establishment, combining adaptation to local specificities and consistency of the Nordic identity.
Alongside the physical openings, the JYSK.ma platform is now online, offering the Moroccan public expanded access to the entire range of products.
Driven by an encouraging welcome from its first Moroccan customers, the group's management aims to continue its territorial deployment, faithful to a dynamic of international expansion that is now borderless.