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Lars Larsen Group spreads its wings

December 2020

Lars Larsen Group spreads its wings

Over the last year, numerous new initiatives have been added to the growth story of Lars Larsen Group. Now, the time has come for a relaunch of the Group's website. When winds of change blow, strong roots and solid family values come to be a great match with windsurfing skills.


The new website introduces Lars Larsen Group, formerly known as JYSK Holding, with a mix of business facts, key figures, news and stories from the Group and its business areas. Chairman of the Board, Jacob Brunsborg has been a driving force behind previous as well as current investments and initiatives in Lars Larsen Group. "Lars Larsen Group is based on our shared family values: tradesmanship, responsibility and growth. The new website provides insight into how these values are at the heart of everything we do. Also, it allows us to send a signal that Lars Larsen Group is more than JYSK. JYSK is the backbone and the reason we are able to grow and invest, but Lars Larsen Group consists of several companies and investments that are all important," says Jacob Brunsborg.

The new initiatives in Lars Larsen Group have come to life through a close cooperation between Jacob Brunsborg, the Board and Jesper Lund, President and CEO at Lars Larsen Group. "With the new website, we want to open up and increase the awareness of Lars Larsen Group. To provide insight and show the volume and diversity of the business areas. To show the growth and development in our portfolio as well as new initiatives within sustainability. And most importantly, to demonstrate that even though we are renewing and rethinking, our roots and values as a family-owned business are strong. A handshake with Lars Larsen Group is still a handshake," says Jesper Lund.

And the windsurfing skills? They are brought to the table by Jesper Lund, who used to practice windsurfing in his younger days. Nowadays, the surfboard on the windy and wavy ocean has been exchanged with work on the executive board of Lars Larsen Group. And catching the next perfect wave relies less on weather and luck and more on the skillful, carefully chosen organisation that shapes Lars Larsen Group