By the end of 2024, all cotton for JYSK's textile products will be either recycled or sourced in a more sustainable way.

The retailer defines "more sustainable cotton" as either organic cotton, recycled cotton or cotton sourced through the organisation Better Cotton Initiative (BCI).

“We have been focusing on cotton for a long time, as traditionally a lot of water and pesticide are used in the cotton production. That is why JYSK has, among other things, sold a number of products produced with organic cotton. Now we are ready to take the next big step regarding the rest of the assortment and set a specific goal, which includes all of our textile products,” says Rune Jungberg Pedersen, JYSK's communications & CSR director.

This target relates to all of the company's products in which textiles make up at least 80% of the product's weight.

"It is an obvious focus area and the goal includes a considerable part of our range," says Rune.