JYSK marks one year in Morocco with potential to open 70 new stores in the coming years

One year after entering Morocco, JYSK reports positive customer interest and employee motivation. With potential for 70 stores in total within the next five years, JYSK is ready for further expansion in its first market on the African continent.

One year ago, on 10 April 2025, JYSK opened the home furnishing retailer’s first two stores outside of Europe in Casablanca in Morocco.

Since then, a third store has further expanded the store network, and JYSK is actively looking for more places to open additional stores.

“From day one, we have experienced a fantastic engagement from our Moroccan customers. If I had to describe our presence in Morocco in one sentence after the first year, it would be: we cannot open new stores fast enough to meet customer demand,” says Executive Vice President for Retail, Customer Service and B2B at JYSK, Mikael Nielsen.

Two new stores are already scheduled for this summer: One in June in Tangier in the northern part of Morocco and another in the capital of Rabat in July 2026.

10 stores in 12 months

The ambition for the next 12 months is to find 8–10 new locations in Morocco, and looking further ahead, Mikael Nielsen sees potential for up to 70 stores within the next five years.

As part of a nationwide search for new store locations, cities such as Fez, Kenitra, El Jadida, Dar Bouazza and Marrakesh are under consideration.

“The performance of the first stores clearly shows that we can accelerate our expansion in the market, as our great offers within Scandinavian sleeping and living are popular with the Moroccan people. Morocco is a dynamic, fast‑developing country, and we are committed to growing together with the general market,” says Mikael Nielsen.

Motivated employees

In addition to being popular with the Moroccan customers, JYSK is also a popular employer. In the global JYSK employee satisfaction survey, which was done in January 2026. JYSK employees in Morocco rated their job satisfaction and motivation with a score of 80 out of 100.

This rating by employees places JYSK Morocco among the top five highest scoring JYSK countries on these parameters, where any score above 70 is considered good, according to the consulting company Ennova, which conducts the survey for JYSK to ensure anonymity.

“We are of course proud to see such a positive employee satisfaction already in our first year. It shows that we have succeeded in building a strong culture from the beginning and that our colleagues in Morocco have embraced our JYSK values,” says Mikael Nielsen.

The interest in working for JYSK extends beyond the current employees. The job postings for the coming stores in Tangier and Rabat have received up to 300–500 applications each already.

Facts about JYSK in Morocco:

• The first two stores opened on 10 April 2025 in Casablanca
• The third store opened on 27 December 2025 – also in Casablanca
• Two additional stores are planned to open in June in Tangier and in July in Rabat
• JYSK currently employs 60 people in Morocco, with 20 more on the way