Lars Larsen opened his first JYSK store in Denmark with a mission to be a great Scandinavian offer for everyone within sleeping and living. At JYSK they are proud of their Scandinavian heritage, which is expressed in their cultures, values and leadership style. JYSK, which has more than 2500 stores worldwide, is among the largest retailers of duvets, pillows and mattresses in Europe.
Currently they have 3 stores across Dubai, with big expansion plans for the future.
Aurora has handled the regional PR from the brand since the start of 2019, working with them or strategic partnerships & events, influencer seeding and building their presence within the target GCC media market.