Scandinavian-owned Jysk furniture group is set to expand its UK store portfolio, rolling out new shops across the country over the next five years as it aims to increase its portfolio to 52 outlets by August 2024.

The expansion plan is part of a wider group strategy to reach a 5,000-store target worldwide.

The furnishings retailer plans to increase its UK stores from 16 to 19 by August this year, with another “six or seven” in the pipeline for next year.

Jysk country manager David Ashton said: “We must grow intelligently – maximising each region of the UK – to create and develop localised brand awareness and customer recognition.

“This is why our primary focus remains in central and northern UK regions.”

Locations set to open this year include St Helens, Bradford and Wakefield. Each store is around 10,000 to 12,000 sq ft and located on retail parks.

Although selling “comparable furniture” to rival Ikea, Ashton said “we don’t sell meatballs” and “shopping only takes half an hour rather than four”.

He added: “We have a lot more stylish homeware and accessories. 

“Our experience is that striking the right note with shoppers is the key to a retail business that thrives. We would argue that UK retail isn’t dying, it’s simply changing the ground rules. Retailers have to listen, anticipate, regroup and adapt.”