Jysk: The Danish Homeware Brand Taking TikTok by Storm and Challenging Ikea’s Reign
The UK’s love affair with Scandinavian homeware brands is well-established. Ikea is practically a rite of passage for anyone furnishing their first home, and Søstrene Grene has rapidly become a high street fixture, with ambitious plans to reach 100 stores nationwide by 2027. However, a lesser-known Danish brand is currently making waves on TikTok, with British shoppers hailing it as “Ikea but on trend” and boasting prices as low as 75p.
This rising star is Jysk, an international home furnishing retailer with an impressive global presence, operating over 3,600 stores and webshops across 50 countries. While you might not find Jysk stores in the heart of London or across the entire south of England just yet, pockets of the country are already embracing its offerings, with locations in cities like Coventry, Leeds, Stockport, Derby, and Bolton. For those outside these areas, online ordering provides convenient access to their extensive range.
The Jysk story began in 1979 in Aarhus, Denmark, with the opening of its very first store, founded by Lars Larsen. The company remains a proud part of the family-owned Lars Larsen Group today, maintaining its Danish roots and commitment to quality and value.
What Treasures Await at Jysk?
TikTok user Ellie Moss, a 23-year-old estate agent, recently shared her enthusiastic discovery of Jysk in Warrington. Having recently purchased her first home, she was on the hunt for affordable furnishings and found Jysk to be the perfect solution. Her TikTok video, which quickly gained traction, urged “girlies buying your first home” to “run to Jysk.” She raved about the “insane” prices, noting that the store stocks “literally everything you could imagine, plus so much furniture.” Her sentiment was clear: “I fear everyone needs to go.”
Ellie’s video showcased a variety of Jysk’s offerings, highlighting picture frames starting at a mere 75p, cushions for £8.50, throws for £3, and a set of two wine glasses for £9. Even practical items like tumblers were available in pairs for £4.50. Beyond these smaller accessories, Jysk also provides all the essential furniture staples needed to furnish a home from scratch. On their website, sofas are advertised from just £165, while double bed frames start at an accessible £150. A complete four-chair dining table set can be found for around £100, making it an incredibly budget-friendly option for first-time homeowners.
The Outlet Advantage and Shopper Reactions
The appeal of Jysk extends beyond its regular stock. TikToker Megan Ratcliffe revealed the existence of an outlet section within the store, describing the experience as akin to a “mini Ikea.” She discovered significant markdowns, including an electric stand-up desk for £85, a substantial reduction from its original price of £229.99, and a round dining table for £90, also heavily discounted. Ratcliffe suggested that these outlet items were likely due to minor issues such as damaged packaging or small cosmetic blemishes.
The buzz around Jysk on TikTok is palpable, with shoppers overwhelmingly positive in their feedback. Many commenters have echoed Ellie’s sentiments, with some boldly declaring, “It’s actually better than Ikea, but keep that to yourselves,” while another user affectionately dubbed it the “Danish Ikea.”
One shopper shared their delight: “It’s so good. I got a massive full-length mirror I’d seen everywhere that was like £150 everywhere else and got it for £40, I was buzzing and got a fiver off for my first time.” Former Jysk employees have also chimed in, with one remarking, “I worked at Jysk in the past… they have some amazing pieces.” They specifically praised the “extremely nice” garden furniture and the quality of their mattresses. The affordability is clearly resonating, with one woman jokingly admitting, “Half of my apartment is from there…”
Savvy Shopping: Unlocking Extra Savings
For those eager to explore the Danish homeware haven, there’s a simple way to make your Jysk shopping trip even more economical. By signing up for the Jysk email newsletter on their website, you can receive a £5 voucher, redeemable in-store. The only caveat is a minimum spend of £25, which is easily achievable given the wide array of attractive items available.
Furniture Outlet: Another Hidden Gem for Budget-Friendly Furnishings
In addition to Jysk, another “hidden gem” furniture shop is gaining attention for its impressive discounts. TikToker Haylii Ann, 21, showcased her visit to Furniture Outlet, a retailer with multiple locations across Essex and South London. Her video highlighted a vast warehouse brimming with discounted furniture, from sofas and lighting to an abundance of lamps.
Among the showcased items were minimalist white coffee tables priced at £35 and £45, and a TV stand for £49. These prices stand in favourable comparison to Ikea’s selection, where only two coffee tables are available for under £50. Unlike typical charity shops or thrift stores, Furniture Outlet offers matching furniture sets, with items significantly reduced from over £700 down to £300. Much like the Swedish furniture giant, customers can take their purchases home on the same day, and the company also provides local delivery services.
