JYSK's €67M Investment in Baltic Forests

JYSK is making a transformative leap in its sustainability journey with a groundbreaking investment in Baltic forests. Starting in fall 2025, the company will begin acquiring forest land across the Baltic States, including Latvia. This strategic initiative, powered by approximately half a billion Danish kroner (€67 million), demonstrates JYSK's unwavering commitment to responsible sourcing and environmental leadership.

This investment is closely supported by the Lars Larsen Group, the parent company of JYSK. As a family-owned Danish conglomerate, Lars Larsen Group plays a pivotal role in shaping JYSK's long-term strategy and guiding its investments toward impactful, responsible, and innovative solutions. The Group’s broad sustainability vision focuses not only on economic growth but also on environmental and social stewardship across all its brands and operations. By backing significant projects like the Baltic forest initiative, Lars Larsen Group underscores its commitment to responsible business practices and lasting positive change.

This investment represents far more than financial commitment—it's the cornerstone of JYSK's forward-thinking sustainability strategy. By securing and managing its own forest resources, JYSK will build a more resilient and transparent supply chain while creating lasting positive impacts for the environment and local communities.

Building a Sustainable Future

This investment secures a steady supply of sustainably managed raw materials for JYSK's products. As a global home goods retailer, wood forms a critical foundation for many items. Direct forest ownership empowers the company to oversee the complete timber lifecycle, from planting and growth through harvesting and production.

This comprehensive approach guarantees that forestry practices exceed high environmental and social standards. It perfectly aligns with JYSK's ambitious sustainability goals, including reducing greenhouse gas emissions and promoting responsible value chains. Through direct forest management, JYSK will implement cutting-edge sustainable forestry practices, enhancing biodiversity and strengthening forest ecosystem health.

Driving Climate Action and Community Impact

The Baltic forest investment anchors JYSK's climate and sustainability strategy, validated by the prestigious Science Based Targets initiative (SBTi). This framework empowers companies to set ambitious emission reduction targets aligned with climate science. JYSK's forest investments deliver concrete action toward achieving these targets.

Beyond environmental benefits, this initiative will generate significant positive economic impacts across local regions. By investing in Latvia and other Baltic states, JYSK will energize local economies through job creation and partnerships with regional forestry experts and businesses. This engagement builds stronger, more resilient communities.

Well-managed forests serve as powerful climate resilience tools. They function as natural carbon sinks, capturing CO2 from the atmosphere while regulating water cycles and preventing soil erosion. JYSK's commitment to responsible forest management will amplify these natural benefits, contributing to regional climate adaptation efforts.

Pioneering Corporate Innovation

JYSK's initiative leads a growing corporate movement where companies take direct action to secure supply chains and advance sustainability goals. As consumers and investors increasingly demand environmental responsibility, companies are discovering innovative ways to integrate sustainability into core business operations.

The support from Lars Larsen Group enables JYSK to act boldly and strategically, investing directly in raw material sources and setting a powerful example for sustainable business leadership. The group’s dedication to sustainability ensures that projects like these are implemented with a long-term perspective—bringing benefits not only to the company and its stakeholders, but also to society and the environment.

By investing directly in raw material sources, JYSK sets a powerful industry example. This visionary approach demonstrates deep commitment to not just reducing negative impacts, but actively creating positive environmental and social value. It's a strategic decision that benefits business, planet, and communities simultaneously.

Shaping Tomorrow's Success

The first phase of JYSK's forest land investments launches in fall 2025. This marks the beginning of a long-term commitment to sustainable Baltic forestry. Over time, these forests will deliver a steady and responsible wood supply for JYSK products, ensuring customers feel confident about their purchases' environmental credentials.

This initiative reinforces JYSK's dedication to building sustainable business success. By investing in our planet's forest health, with the backing of Lars Larsen Group’s strong values and sustainability ambitions, the company invests in its own resilience while proving that corporate success and environmental responsibility work hand in hand.