The home shopping market in the Benelux is facing an exceptionally challenging year. Major names such as Casa, Rivièra Maison (which has recently restarted), and Carpetright have collapsed, while in Belgium, 44 Leen Bakker branches closed their doors last week. Speculation about restructuring and potential closures at Homefashion Group, the owner of Kwantum and Leen Bakker, has also been ongoing for months.
Against this backdrop, two home furnishing formats stand out precisely because of their continued growth. In his column for RetailTrends, Rupert Parker Brady analyses why Danish home concepts are not only surviving but even gaining ground.
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Jysk: expansion against the tide
Danish home furnishing retailer Jysk, often compared to IKEA, has been performing well in the Benelux for years. Recently, the chain took over seven former Leen Bakker stores in Belgium. Jysk is also far from losing momentum in the Netherlands: the company currently operates 104 stores and sees potential for at least 36 additional locations in the coming years.
A notable development is the opening of Jysk's 105th store in the Netherlands—a so-called Jysk Compact concept in Amsterdam. According to the column, this smaller store format is better suited to urban locations and changing consumer behaviour. It suggests that Jysk may acquire further locations, as Homefashion Group is reportedly planning to close 35 branches.
The growth strategy will be supported by a new distribution centre in Lelystad, which will not only serve Jysk but is also expected to support two other independently operating sister brands that are experiencing growth.
Bolia: design, craftsmanship and circularity
In addition to Jysk, the column highlights Bolia, the Scandinavian design brand set to expand further in the Netherlands in early 2026. The chain will open its third store in Amsterdam, marking its 11th location in the country. The new store on Van Baerlestraat in Amsterdam-Zuid places a strong emphasis on unique, personal, and innovative design, with a particular focus on craftsmanship and circularity.
Although Bolia positions itself as a design brand, it aims to remain affordable. This is partly achieved by offering discounts through its own webshop and online platforms, supporting the physical retail network with digital sales.
Growth is no accident
According to Rupert Parker Brady, the success of these Danish home furnishing formats is no coincidence. Clear positioning, economies of scale, logistical strength, and a well-defined vision for store concepts make all the difference in a market where many traditional home furnishing retailers are struggling. While others are shrinking or disappearing, Jysk and Bolia have actually managed to capitalize on the ongoing restructuring of the retail landscape.
Source: RetailTrends
