RETAIL STRATEGY

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.”

Pre-conference masterclass discusses taking African brands to the world

Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.

Three people stand side by side in front of a sports direct backdrop the woman in the middle holds a blue and orange 'sports direct' sign

Africa’s first Sports Direct retail store opens its doors in Nairobi

Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.

Person wearing a beige sweater holds a phone with a translucent search bar reading 'search' and microphonecamera icons in the foreground

Search is fragmenting – credibility and trust create the new visibility

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

Person shopping at a deli counter holding an orange shopping basket in a cheese section of a supermarket

The move toward future-ready food packaging where materials meet AI

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

Conference stage with a woman in a patterned dress speaking to an audience large screens display '' logos and banners for a marketers conference with 'institute of marketing in malawi' branding on stage panels and backdrop

Malawi’s marketers urged to put trust at the heart of the profession

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Lingerie brand creates street-stopping advertising in Manhattan

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.