Danish retailer JYSK is to open its first Liverpool store next month, which will be the firm's largest in the UK.
The home furnishings store will open at Hunts Cross Retail Park, with 1,350sq m across two levels offering the firm's affordable "Scandi-chic" products.
The company, the largest Danish retailer operating globally and pronounced "yoosk", said with Liverpool being one of the most popular shopping destinations in the North West, it created the "perfect location" for its newest and largest store. The opening will create 16 new jobs.
Jenny Johnston, UK sales and marketing manager at the largest Danish retailer operating globally said: “We are delighted to be opening our first store in Liverpool – and our biggest in the UK to boot.
"Liverpool remains an ever-popular choice as a shopping destination. That coupled with the scale of the city and its inhabitants means it is an exciting opportunity for us. Crucially, we have ensured, just like with all our stores, that it is a safe and enjoyable place to shop under the current Covid-19 circumstances.
"There is no denying that items purchased for the home have a sensory element – you need to feel sheets or touch a mattress before you commit to buy.
"JYSK Liverpool will provide the shopping experience we have all missed while remaining incredibly safe with social distancing and a very high standard of hygiene and cleaning measures in place.”
Despite admitting the move may seem "bold" in the midst of a pandemic, JYSK is looking to capitalise upon the huge proportion of the population now working from home.
Liverpool is the first store of JYSK’s upcoming UK expansion plans, with another six launches by the end of the financial year - take its UK total to 26.
Ms Johnston said: “The sky really is the limit for JYSK and we remain committed to our expansion plans even in the current climate."
Store manager, Victoria Bostock, who has lived in Liverpool her whole life and previously worked for retail giant Arcadia, said: “I am thrilled to be a part of the JYSK Family.
“This year has been a tough time for the UK job market, and I cannot wait to mentor and help others develop their careers whilst managing the biggest JYSK store in the UK.”
The brand now has 2,700 stores worldwide, employing 23,000 people in 51 countries. It will open in Liverpool on October 17.
