FURNITURE: THE DANE WHO DREAMED OF TOPPLING THE SWEDISH KING | 1 Jour 1 Doc | M6

They call it “the Danish IKEA.”
Here, the chest of drawers is called Limfjorden, the table Lintrup, the shelving unit Mosbjerg…
Less famous than the Kallax or Brimnes ranges of its Swedish rival, this discount home décor and furniture brand — with its blue-and-white logo, sleek Scandinavian style and low prices — is determined to take on the flat-pack giant.

On the shores of Lake Geneva, in Anthy, Manon, 28, is about to open the 74th French store of JYSK.
Far from the standards of IKEA and its vast 15,000–20,000-square-meter megastores, JYSK operates compact warehouse-style shops — ten times smaller — located in retail zones near mid-sized cities, where every square centimeter is optimized from floor to ceiling.

Its guiding principle: everything on display must sell fast.
This is achieved through an ultra-aggressive pricing strategy, constant discounts, and sales practices that are virtually unique in the world.

From the shores of Lake Geneva to the company’s headquarters in Aarhus, Denmark — via Lille — we uncover the big and small secrets of JYSK: a brand for which there are no small savings, and which is determined to become the new king of fast décor.