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JYSK UK Country Manager, David Ashton
JYSK UK Country Manager, David Ashton

Press release -


JYSK UK Country Manager David Ashton will tackle the slopes of Kilimanjaro early next year to support CALM, a cause close to his heart.

He will begin his 19,400ft 9-day trek to the summit of Tanzania’s highest mountain on February 6 to raise money for the men’s mental health charity.

He said: “My trek is entirely self-funded, but I’m using it to raise funds for the charity. All monies raised will go to CALM. It is absolutely devastating that the single biggest killer of men under the age of 45 in the UK is suicide.

“Whilst we are opening up as society to understanding mental health better, there is still a lot that can and needs to be done. The first is ensuring that men know that it is OK to be open, it is not weak and it will not bring their masculinity into question.

“From personal experience I know what it is like to live life holding everything to yourself and allowing your mind to become consumed with irrational thoughts and feelings. The best thing I ever did was talk, open up, and share. It changed my life.

The Campaign Against Living Miserably (CALM) is leading a movement against male suicide. Its goal is a life less miserable for everyone. CALM provides a free and anonymous helpline 0800 58 58 58 and webchat (5pm-12am daily) staffed by trained professionals. Its website hosts inspiring content by men for men and its campaigns tackle stereotypes of masculinity, suicide and male mental health. David Ashton’s CALM donations page can be found at



JYSK is an international chain of stores with Scandinavian roots that sells everything for the home. The first store opened in Denmark in 1979, and today JYSK has over 2,800 stores and 23,000 employees in 52 countries. In Germany and Austria the stores are called Dänisches Bettenlager – in the rest of the world JYSK. JYSK is owned by the family behind Lars Larsen Group, who owns a number of companies with a total annual turnover of 4.25 billion EUR. JYSK’s turnover is 3.794 billion EUR.

Press contacts

Jenny Johnston

Jenny Johnston

Press contact Sales & Marketing Manager Sales & Marketing Manager, JYSK UK & Ireland +353 1568 6373