The Danish moose attacks-market and middle class

Anyone who buys a closet, a table or bed in Germany will very often end up at Ikea.More than 15 percent market share in the last pre-corona year 2019-that was great.Then comes xxxlutz and then it takes a while to number three.Now, however, someone shakes up on this order, which is drawn with the Allen key,.At least he no longer wants to stay in the "Others" section.

The candidate who goes into the race is called Jysk and is an old acquaintance in itself: since 1984 there have been the Danish bed warehouse in every large and small town in every large and small town, on every more or less attractive corner.This summer the Danes accepted the name of their international parent company and call themselves Jysk.An expansion should go hand in hand with the renaming.The Danes want to upgrade especially in Germany.What is going on is a Scandinavian duel between Danes and Sweden with the venue for Germany.It will be exciting.

Jysk has existed since 1979 and the Danish mattress dealers are not what their countrymen is said to be: "Hygge" at least, this Danish way of life with candlelight and cosiness, is not at the top of Jysk.Because it is about growth: 50 countries supply the Danes, 3000 shops lead them worldwide.The focus is on Germany: 7000 and thus significantly more than every fourth of the 26.500 JYSK employees recommend a mattress from Danish house to the Germans.The opposite is the Swedish furniture giant.He has been in business for ten years than the Danes in Germany and not least because of that.18.000 employees sell between Kiel and Munich in 53 markets Billy, Brunkrissla, Dryckjom and Co.

In the 2019/20 financial year, the Danish bed camp, despite the Corona crisis, implemented 1.128 billion euros in Germany.Ikea Germany came to 5.325 billion euros in the same time.But now the catch -up begins.With the renaming from the Danish bed camp to Jysk, a lifestyle trade should become a lifestyle trading."Store Concept 3.0 "Calls the plan behind it."New store designs, a completely redesigned online shop and new ranges should be expressed," says Germany boss Christian Schirmer the attack strategy.

What does that mean specifically?A more uniform product line, calm colors - and then comes the first core of the offensive: almost half of the range should be renewed.What Schirmer knows: man spends around in bed for around a third of his life, but the German mattress muffle are still.You only buy a new sleeping pad every ten to twelve years.For shoes they spend ten times.In her lifetime, a mattress takes up an average of 320 liters of sweat.This corresponds to two filled bathtubs.So far, the trade has not managed to make an experience out of mattress buying.

The corner shops that want to bring customers to bed on default roads with neon lights and always selling customers are more the opposite.Second core of the JYSK offensive: Not only the range is to be renewed and expanded, the number of business is also significantly increased from 970 to 1150.The goal: A JYSK business should be reached everywhere within 20 minutes, demands Jan Bøgh, CEO from Denmark and thus Schirmer's top boss.Ikea also goes in this direction: the Swedes are opening more and more smaller shafts in the city centers in order not only to be accessible by car on the outskirts.

The uniform conversion of all shops started at Jysk last month.So far, this has not always been completely painless for all sides: In August of last year, Germany boss Schirmer has not yet imagined the change of name and rejected the relevant questions: "A change of name is not planned," he said in an interview.A few months and presumably some calls and video conferences later, the decision that Jysk will now become a bed camp, but arrived in Germany.It is about a uniform self -image.

It is not a renaming, but rather a transformation, says Schirmer in the meantime.Bøgh speaks of a big step.And to speculate that both not least has the Swedish place in the head, which relies on a uniform appearance until the last flower vase worldwide, is certainly not prohibited.And how does the online shop run?Many customers of the Danish bed camp have increased to the company's online offers."Orientate online and go shopping in business", Schirmer describes the behavior of customers, an experience that Ikea also makes.The Swedes have expanded their online shop as well as the possibility of the so-called click and collect during corona.

The proportion is now 16.2 percent in total sales - that is 6.8 percent more than in the previous year.While Ikea remains the big competitor, there are other competitors, especially on the net.Bett1 or start-ups such as Emma, Casper and Bruno could still cause problems jysk.The market is in motion because everyone realizes: if you don't invest, you fall down in the back.In 2019 mattress concord was bought up by the Asian financial investor Magical Honour for only five million euros.

The Chinese undertook to invest 15 million in the 830 branches in Germany, Austria and Switzerland.So far, they have not succeeded.Lifestyle and mattress dealers are still two worlds that have not found each other.A homemade scandal in the industry is also to blame for the moderate image.Ten years ago, the so-called mattress cartel was blown up: Several retailers and manufacturers were surprised by a search at the time and had to defend themselves against the allegations to demand absurd high prices for a lot of air in foam by illegal agreements.