Furniture retailer JYSK Vietnam has opened the first of 10 to 20 planned stores.

The announcement comes just a month after the Danish brand opened its first outlets in Singapore, stores-in-stores within larger outlets operated by its local partner Courts.

It has selected NeatClean as its Vietnamese partner with the first shop scheduled to open today (October 28) and a second on November 27.

NeatClean JSC chairman Doan Hong Hai, told Vietnamese news media he believes the JYSK brand has a positive future in the country.

“We will focus on middle-class customers and plan to open 10 to 20 shops in the next five years,” Hai said.

Despite being Denmark’s largest international retailer, the brand’s Asian presence before it landed in Singapore, was limited to China and Indonesia, where it trades under the JYSK Nordic brand.

JYSK was founded in 1979 and now has more than 2200 stores in more than 39 countries and annual sales of euro 2.8 billion.