Celebrating more than 2500 stores worldwide, with a grand opening in Kuwait representing its 49th country, JYSK showcases the best examples of Scandinavian sleeping and living items that there is to offer. The flagship store sprawls over 10,000 squared feet showcasing compact and bijou living at surprisingly affordable prices considering the finish and feel of the products. This is perfect planning for apartment dwelling and when walking through the new store, it is easy to see why JYSK Group products are synonymous with style, quality and value.

No stranger to operating global brands in the Middle East, with more than one hundred under their belt, Ali Abdulwahab Al Mutawa Commercial Co., also known as AAW, has a reputation for outstanding performances across the retail and consumer business sectors. Over a century old, AAW kick-started and established the modern furniture market in Kuwait, after furnishing the entire government sector in 1962. It is no wonder then that the evidently keen business eye of AAW spotted JYSK in the home interiors market, and knew that this was a brand that they could proudly work with. AAW was determined to be the first to debut JYSK in the region. AAW operates the largest furniture showroom in Kuwait, with an advanced warehouse facility solely dedicated to housing partner brands such as JYSK. This means they have the manpower and the expertise to successfully support this new partnership. It is important to AAW to provide quality, value for money and Scandinavian design that can be accessible and affordable for everyone. But what does that exactly mean?

Signalling the end of Romanticism, industrialism began to take hold over the West at the end of the 19th Century. There is no contrast so stark as the juxtaposition of the two movements Art Nouveau and Art Deco which spanned the transition into the new century. The first art movement was all William Morris swirly florals, animal and nature inspired, and the second movement embraced geometric, industrially-driven and modernist influences.

In the run up to the 1900s, the use of interior design to simply decorate previously was the preserve of the seriously affluent, yet in most other homes furniture simply had to function. After the first and second World Wars, new democratic ideals swept across Europe. Interior design and lifestyle website thespruce.com notes that, “The new conviction became that the beauty once reserved for the wealthy, and the functionality required by the masses, could be combined and that such products should be affordable for everyone.”

It was during this time that Scandinavian countries first started to band together; Scandinavia typically refers to the three main pillars of Norway, Sweden and Denmark but can also include Finland, Iceland and occasionally Greenland too. In the 1950s, exhibitions of “Design in Scandinavia” toured the globe promoting the interior design movement. Utility above decoration became the name of the game for many, and simple, clean lines, bare walls and natural, light-wood finishes were popularised. The ultimate goal is hygge (pronounce it hue-gah, like the Y in JYSK yue-sk), which essentially means simplicity and well-being. The recent focus on environmentalism and sustainability has led to a resurgence in the popularity of the multi-function, space-saving and stylish movement. Accessible price-points mean that nearly everyone can achieve this hygge in the home with JYSK, as the ranges are ideal for studio apartment, city-living as well the more expansive home, perfect for newlyweds, and weekend living at the chalet.

We sat down with AAW’s JYSK Marketing Manager– Corporate Marketing and Customer Care, Ayaat Morgan, to find out more about JYSK.

Why was it important to bring JYSK to Kuwait?

AAW wanted to be the first to debut JYSK’s flagship store in the Middle East and to introduce Scandinavian design and trend at affordable prices. We started with our teaser and reveal campaign – Your home can afford trends, which is the core of JYSK’s identity. It is very important for us to provide quality and value for money that can be accessible and affordable for everyone. We also want to compete with total confidence that we are providing versatile, trendy Danish design at great prices, plus we want to make a real impact on the community and inspire Danish/Scandinavian style in Kuwaiti homes.

JYSK represents Scandinavian living at its very best, can you describe what that really means?

Scandinavian design means form, function and value. You can have trendy and expensive looking furniture for affordable prices and value for money. The design, simplicity and quality of JYSK furniture truly matches Scandinavians’ expectations in terms of durability for everyday use. Our customers want to surround themselves with products that are both functional and built to last.

What are the sort of products that we can enjoy in JYSK?

We have absolutely everything your home needs from textiles, beddings, furniture, accessories, mattresses, garden furniture, dining tables, bed and bath accessories and bedrooms.

What are some of the key furnishing trends for the season that are currently available at JYSK?

For the winter season we have quilts, throws and pillows as well as heart-warming accessories to add a cozy and contemporary look to your home. We have also included festive accessories for the holidays! As it’s cooler now, we also have a range of garden furniture in all shapes and sizes.

What makes JYSK a market leader when it comes to affordable, interior design options?

The fact that it represents the best of Scandinavian sleeping and living design for our lifestyles with a coordinated range for every room in your house.

Can you order online or via a catalogue?

We do have a “Now Open” brochure with many promotional offers inside. We are excited to say that the e-commerce website is under construction – stay tuned for developments!

Are there any plans for expansion across Kuwait?

Yes, expect more surprises in 2018!

What exciting developments can the JYSK customer look forward to in 2018?

Every two months, there will be further additions and changes to the ranges on offer. The interior design finishes of your home can be as fashionable as you are, and you can be confident in the quality of the products in your home too.

We have loads of promotions and in-store activities planned and to be even closer to customers, more store locations across Kuwait are planned for 2018. Dajeej is just the first of many. If you can’t quite manage to get to the store as often as you’d like, we are in the process of creating the JYSK Kuwait website. Here, you can purchase using the convenience of your mobile or lap-top and then have all the items hand delivered to your door!

The JYSK flagship store is located in the Ali Abdulwahab Al Mutawa showroom at Dajeej, Airport Road 55. For customer support or more information, please call 222 61 884, or email JYSK@aaw.com. JYSK is open 7 days a week, from 10 a.m.- 10 p.m. Delivery and assembly services are also available for a minimal additional price. Follow @JYSK_Kuwait on Instagram, Twitter and JYSK Kuwait on Facebook and YouTube. For more home inspiration visit www.jysk.com, www.jysk.co.uk or www.jysk.ca and for more about AAW visit www.aaw.com.