Post in partnership with JYSK
When a new homeware store opens up north, I’m always one of the first to visit. Not only to keep my finger on the pulse of what’s happening in the interiors industry outside the M25, but to get a feel for what’s worth sharing with you guys.
Scandinavian homeware and furniture store, JYSK (pronounced yusk), has opened a fleet of northern locations recently, the nearest one being in Bradford – only 20 minutes from when I live. Sorry in advance bank account.
Let’s start with the basics. This isn’t a new name to the interiors sector. JYSK have a staggering 2,700 stores in 54 countries. Yep. They’re that big. And no, I didn’t realise either. But having met with the team at the latest store opening, and seeing the products for myself, this is, without doubt, a brand you need to add to your little black book if shopping for affordable but quality Scandinavian homeware is on your agenda.
With stores opening across the north, including Wakefield in August and a new store in St Helen’s, as well as current locations in Lincoln, Mansfield, York, Blackburn, Bolton, Swadlincote, Coventry, Pontefract, Grantham, Rotherham, Ellesmere Port, Chesterfield, Cannock, Dewsbury, Doncaster and Derby, the brand means business when it comes to standing out from the competition – especially as they plan to increase their UK store openings by 350% before August 2024.
The elephant in the room when it comes to affordable Scandinavian homeware has to be “so, is it like Ikea” and at face value, yes it may well be. But from an honest perspective of seeing, touching and experiencing the products myself, the quality is higher, the prices are lower and there’s much more choice of trend-led products.
But how do you get a low price-point without sacrificing quality? Because the brand is able to buy in such a large bulk order to get across 2,700 stores, it brings the cost down to a fraction it would be if ordering smaller amounts.
OK, let’s talk product. A standout category for JYSK has to be its garden furniture. Sticking to Scandinavian design characteristics – clean simple lines, rattan, natural woods and muted colours – innovative designs include an elevated table, which raises for eating and lowers to be used as a coffee table/footstool.
After looking around the store, and filing up two baskets, it’s fair to say I fell in love with the JYSK accessory offer. I spent £84 and trust me, my bags were FULL.
From rugs, to cushions, storage baskets, to vases, artificial flowers, decorative items, candles, trays, lights and so much more, I guarantee you won’t leave empty handed. Just look at this moroccan inspired cushion with mirror beading on. In some shops I’ve seen this for £40 upwards. At JYSK it’s £7.50.
As the JYSK Bradford store had the unseen SS19 Scandinavian homeware collections, I was able to see pieces that were fresh on the market, and in terms of colour palettes and textures, this range is perfectly in-line with my personal style – think soft pinks, mohair, rattan, gold, frosted glass, blooms, and more.
You’ll have to wait for my bedroom makeover coming in August to see exactly how I style the pieces I bought but for now, here’s a look at some of the pieces and styling you can expect from JYSK this season.
If you’re planning on making a trip to JYSK, click here to find your nearest store and let me know in the comments if the brand was a name you already knew – or, if like me, it’s been an exciting discovery.