The ambitious growth strategy will see the company open an average of 30 stores a year, significantly increasing its presence in both countries. While Spain will account for the largest share of the expansion, Portugal is also set for substantial growth, with JYSK planning to increase its network of Portuguese stores by around 50%.

The retailer first arrived in Spain in 2009 before opening its debut Portuguese store in 2016. Since then, it has steadily grown its footprint and now operates almost 230 stores across the Iberian market, including 38 in Portugal.

For Carlos Haba, JYSK's Country Director for Portugal and Spain, the expansion is about much more than simply adding new locations.

"Our ambition isn't just to open more stores, but to be closer to more customers," he said. "Our flexible business model allows us to adapt to cities and towns of different sizes while maintaining the same affordable range and shopping experience."

Reaching more communities

The expansion will not be limited to Portugal's largest cities. JYSK says future stores are planned for a mix of retail parks, shopping centres, high streets and medium-sized towns, allowing the brand to strengthen its presence across the country.

Each store carries more than 2,000 products, covering everything from beds and mattresses to furniture, home décor, textiles and garden essentials. Customers also have access to a much larger online catalogue, with home delivery and click-and-collect services designed to make shopping more convenient.

The company believes this combination of physical stores and digital services allows customers to shop in whatever way suits them best.

New jobs and local investment

Beyond expanding its retail network, the investment is expected to bring a welcome boost to local economies. JYSK estimates that the project will create around 1,200 direct jobs across Portugal and Spain over the next four years, with each new store employing roughly 10 people.

Once the expansion is complete, JYSK will have a much larger footprint across the Iberian Peninsula, with Portugal set to benefit from new stores, new jobs and greater access to the Danish retailer's home furnishing range.

A decade of growth in Portugal

This year also marks ten years since JYSK entered the Portuguese market, a period during which the retailer has steadily built its presence nationwide. Alongside its commercial growth, the company has also focused on workplace culture, earning Great Place to Work certification in Portugal on several occasions. In its latest survey, 92% of employees described JYSK as an excellent place to work.

Founded by Lars Larsen in Denmark in 1979, JYSK has grown from a single furniture store into one of Europe's largest home retail chains. Today, the company operates more than 3,600 stores in 49 countries and employs around 34,000 people.

With another 120 stores planned for the Iberian Peninsula, JYSK is signalling that Portugal and Spain remain central to its long-term European strategy. For Portuguese shoppers, the expansion is likely to mean shorter journeys to their nearest store, more local jobs and an even greater choice of Scandinavian-inspired furniture and home accessories in the years ahead.