From left: Jørgen Bebe Steel, founder and sales and marketing director, SengeSpecialisten. Lars Larsen, founder and tradesman, JYSK. Brian Nielsen, CEO, SengeSpecialisten
With his ownership of the 4 furniture and home furnishing retail chains Jysk, Ilva, IDEmøbler and Bolia.com, Lars Larsen is one of the dominant figures in the Danish furniture market. Now he has acquired a majority stake in another furniture chain, namely SengeSpecialisten (The Bedding Specialist) who sells beds and mattresses in the upper segment of the market.
SengeSpecialisten was founded in 1999 and has 11 stores in Jutland and on Funen. With the new owner behind, the chain now has the opportunity to expand, both in the rest of Denmark and abroad. There will not be changes at the chain’s brand profile and product range, because Lars Larsen believes SengeSpecialisten’s concept is so strong that it can both keep foreign competitors from the Danish market, and also support the establishment of new stores abroad.