Courts brings JYSK to Singapore
Sep 24, 2015
Singapore furniture and electrical goods retailer Courts will open its first JYSK store in store this weekend.
The 8000 sqft JYSK outlet will be housed inside Courts’ Bukit Timah store and stock about 1000 furniture and homewares items, designed in the popular minimalist Scandinavian style.
Courts announced the partnership with JYSK at the same time as it teamed up with US category killer Ace Hardware back in April. Courts executives first saw the homewares brand while in Indonesia scouting for locations for Courts stores and approached the brand’s head office to discuss a partnership in Singapore.
Despite being Denmark’s largest international retailer, its Asian presence to date has been limited to China and Indonesia, where it trades under the JYSK Nordic brand.
Steve Church, Courts’ group furniture director, believes there is high synergy between the two brands.
“We wanted to expand our portfolio by adding other brands into the mix, which would give consumers access to a more diverse and comprehensive range.”
JYSK’s range is considered a mass market offer, like Ikea, with a strong value proposition.
JYSK stores in stores will be opened across the Courts Singapore network progressively over the next five years.
The first Ace Hardware concession, meanwhile, is scheduled to open in December.