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Danish furniture and décor retailer Jysk is expanding into Morocco

By our African Marketing Confederation News Team | 2024

Ikea competitor is growing its global footprint and sees opportunity in North African country’s growing economy and consumer sophistication.

Jysk, the large Danish furniture and home décor retailer that competes with the likes of Ikea, has announced plans to enter the Moroccan market in 2025.

Photo: Jysk

The company already operates over 3,400 stores in 48 countries and is on a global expansion drive. Last financial year its sales rose 7.6 % to US$5.9-billion. 

 

It views Morocco’s growing economy and consumer sophistication as a prime opportunity for further expansion.  

 

According to international media reports, its first outlet in the North African country will be a ‘dark’ store that services online sales or click-and-collect operations, but is not open to the public. It is due to open in in the second quarter of 2025 in Casablanca. 

 

“When we are present in a country, and we want to shorten the delivery time, a dark store is a great option for us. This helps us to attract new customers and create a more seamless experience,” Ole Thomsen, Executive Vice President, Logistics is quoted as saying by the publication Retail Technology Innovation Hub. 

 

More choice and better value 

 

“For Moroccan consumers, Jysk’s arrival promises not only more choice but also the potential for better value,” reports 7News Morocco. 

 

“However, it remains to be seen how established players like Ikea and Kitea will respond to the heightened competition. What is certain is that the Moroccan furniture market is on the brink of a significant transformation.” 

 

Kitea is a Moroccan retailer of household furniture, office furniture and home accessories present across 17 cities and with over 20 stores in the country. It also has two franchise stores in Equatorial Guinea and the Democratic Republic of Congo (DRC). 

 

Adds 7News Morocco: “Jysk’s success in other markets hints at the potential impact it could have in Morocco. In Europe, the brand has gone head-to-head with Ikea, carving out a niche in cities across France and Belgium. It plans to open 125 additional stores in Belgium in the coming years, highlighting its aggressive growth strategy.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.