The Danish multinational furniture and home decor company, JYSK, has intensified its growth plan in the Iberian Peninsula with the opening of 12 new stores since the beginning of 2026. This expansion, which raises its network to more than 223 establishments in España y PortugalThis is part of its global strategy “Customers' First Choice” and consolidates the implementation of its innovative 3.0 store concept.
A strategic expansion in key markets
The commercial offensive of JYSK It has materialized in strategic locations both in España as in PortugalDemonstrating a firm commitment to the Iberian market, the new locations aim to bring the brand's value proposition closer to a wider range of consumers, combining major urban centers with medium-sized cities with high potential. The openings are distributed as follows:
- Cataluña: Sant Fruitós de Bages y El Masnou (Barcelona).
- Comunidad de Madrid: Parla, San Fernando de Henares y Getafe.
- Galicia: Culleredo (A Coruña).
- Andalucía: Jaén.
- Castilla-La Mancha: Illescas (Toledo).
- Castilla y León: Burgos.
- Aragón: Calatayud (Zaragoza).
- Comunidad Valenciana: Dénia (Alicante).
- Portugal: Loures.
Management vision: the Scandinavian model as the key to success
The company's rapid growth in the region is due to a well-defined strategy that combines product quality with an optimized shopping experience. According to the company, Carlos Haba, director of JYSK España y PortugalThe objective is clear: «Each new opening represents an opportunity to bring our Scandinavian-inspired design, functionality, and excellent value to more homes. We are very pleased with the growth we are experiencing in Iberia and the continued positive reception from our customers.«.
The concept of store 3.0: a pillar for the customer experience
The new openings have taken place under the store concept 3.0A model that prioritizes customer experience through larger spaces and a more inspirational product presentation. With an average surface area of 1.300m²These stores are designed to facilitate an intuitive journey that allows the customer to discover the brand's wide range of home solutions, from furniture and bedding to textiles and decorative accessories.
JYSK: Key figures for its expansion in Iberia (2026)
Expansion Metric
Key Cipher
New Stores 2026 (Iberia)
12
Total Stores in Iberia
More than
Total Stores in España
188
Global Presence (stores)
More than
Global Presence (countries)
50
Average Store Area 3.0
~ 1.300 m²
Sustained growth and recognition as a 'Great Place to Work'
Founded in Dinamarca in 1979 by Lars Larsen, JYSK It employs 34.000 people worldwide. Its expansion on the Iberian Peninsula, where it arrived in 2009, is complemented by a strong commitment to the development of its teams. The company recently obtained certification. Great Place to Work 2024-25 and has positioned itself in the Top 3 of the ranking Best Workplaces 2025 en Españabeing the only company of retail in achieving it. This recognition underscores the importance the firm places on creating a positive work environment as a driver of its international growth.
Key points and frequently asked questions about JYSK's expansion in Spain
What impact does JYSK's expansion have on the retail sector in Spain?
The aggressive opening strategy of JYSK This intensifies competition in the furniture and home decor sector. For Spanish companies, it represents an incentive to innovate in customer experience and optimize supply chains. The investment of JYSK It also generates local employment and boosts the commercial real estate market in the areas where it is implemented.
What does JYSK's Store 3.0 model consist of and why is it relevant?
The concept of store 3.0 is the answer to JYSK It responds to new consumer demands, who seek a shopping experience that goes beyond the transaction. It's based on larger, brighter, and more inspiring spaces, with products arranged by themed areas to facilitate visualization. It's relevant because it represents the evolution of physical retail towards an omnichannel model where the store acts as a showroom and a key point of contact with the brand.
What lessons can Spanish companies learn from JYSK's internationalization strategy?
The strategy of JYSK It offers several lessons for Spanish executives. First, the importance of a scalable business concept adaptable to different markets. Second, the combination of a strong brand identity (Scandinavian design) with efficient logistics. Finally, investment in human capital, demonstrated by its employer recognition, is a critical factor for sustaining rapid and profitable growth.
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