Danish home furnishings retailer JYSK has announced plans to open 70 stores in Morocco over the next five years, following what it says has been a stronger-than-expected first year in the market.
The company entered Africa in April 2025 with flagship outlets in Casablanca. It now operates three stores, including a recent opening in the Almaz district.
New outlets are scheduled to open in Tangier in June 2026 and Rabat in July. The retailer is also scouting locations in Fez and Marrakech as part of a nationwide rollout.
A company spokesperson said demand had “outpaced initial rollout capacity”, prompting faster expansion.
Jobs and recruitment
JYSK currently employs 60 people in Morocco and plans to recruit at least 20 more for summer openings. Recent job adverts for Tangier and Rabat reportedly attracted between 300 and 500 applicants each.
Global background
JYSK was founded in 1979 in Aarhus by Lars Larsen. The retailer has grown from a single bedding shop into a global chain of more than 3,400 stores across 48 countries. It is owned by the family-run Lars Larsen Group.
The company specialises in affordable Scandinavian-style furniture and bedding. It previously operated in Germany under the Dänisches Bettenlager brand before rebranding in 2021.
Why Morocco
The move into Morocco reflects a broader shift towards growth in emerging markets. The company cites rapid urbanisation, a growing middle class and logistics advantages linked to the Tanger Med port as key factors.
Recent developments
In late 2025, JYSK partnered with RELEX Solutions to introduce AI-driven demand forecasting, now used in Morocco to manage stock levels.
A global staff survey in January 2026 gave JYSK Morocco a job satisfaction score of 80 out of 100, among the company’s highest worldwide.
Under its sustainability strategy, the retailer has committed to using 100% sustainable wood in its furniture by the end of 2025, including products sold in Morocco.
Elsewhere, JYSK reached its 100-store milestone in Italy in April 2025, a model the company plans to replicate in the Moroccan market.
