Two true blues have come together, as Danish homeware retailer, JYSK (pronounced YOOSK), announces a new partnership with Everton Women. The partnership will reach thousands of fans in the Merseyside area which is a hub for the brand with shops in St Helens and Hunt Cross. The partnership will focus on community spirit and creating a home as the season gets in full swing.
Andrew Middleton, president of business operations at Everton, said: “We’re delighted to welcome JYSK to Everton Women. Everton has an incredible story as the first women’s football team in England to permanently take over a major former Premier League men’s stadium, and now thanks to JYSK it will become a home. There’s a natural connection between a business that helps people make a house a home and the next chapter we’re creating at Goodison Park, and we’re looking forward to bringing that to life for our players and supporters.
“What particularly stands out is JYSK’s commitment to making a positive difference beyond football. Their support for Everton in the Community is a fantastic example of how we want our partnerships to deliver meaningful benefits, both for the Club and the communities we represent.
“There’s a growing recognition among businesses of the opportunities around Everton Women, and we’re focused on building partnerships that go beyond traditional sponsorship. JYSK is another great addition to that journey and we’re excited about what we can achieve together.”
This is the homeware retailers’ debut partnership in the world of sport and fitness in the UK and Ireland and comes at a time of significant growth and expansion. Last month, JYSK celebrated one of its most successful UK store openings to date in Hull and most recently announced its debut Welsh store due to open in spring 2027.
A Perfect Match
The Everton Women team continue to be one-to-watch in the WSL, with a loyal and growing fan base. Everton Women’s move to Goodison Park has created new opportunities to grow the team’s supporter base and commercial partnerships, providing businesses with a distinctive platform to engage with audiences as interest in women’s football continues to develop. As women’s football continues to grow, the partnership will enable JYSK to connect with new audiences while strengthening its relationship with the local community. JYSK first opened its doors in the Liverpool area in 2019 with its St Helens store, followed by its Hunts Cross Retail Park store in 2020.
Beyond the pitch, JYSK will contribute to initiatives across Merseyside alongside Everton Women’s charity partner, Everton in the Community. The charity is a prominent resource locally, supporting residents through mental health, education, employment, physical activity, and community support. Kicking off the partnership, JYSK has donated all furniture featured in the campaign shoot to the charity’s housing initiative for young adults ‘Home is where the heart is’. The donations will help to create a cosy living environment at the charity’s four-bedroom property which provides semi-independent residential living for young adults who have fallen on hard times. The house was purchased through the programme’s sponsored fundraising campaign which raised close to a quarter of a million to buy and operate a house which resides in the heart of the L4 area.
Roni Tuominen, Country Director, JYSK Ireland & UK notes: “Everton Women’s have an incredible story with a rich local heritage, and we’re delighted to be part of their growth journey over the coming years. Liverpool is the home to two of our key UK stores and a place that has been instrumental in our own story. Supporting a local club and the local community with various initiatives is something we’ve been working towards for several years and we’re so excited to kick off this season.”
With 58 successful UK/IE stores and ambitious expansion plans over the next 12 months, the partnership announcement represents a significant milestone for the Danish homeware retailer that continues growth across all key European markets. Most recently, JYSK announced bold plans to open up to 100 stores in major European cities including Dublin, Amsterdam, and Madrid.
For the financial year 2025/26 (FY26), JYSK’s global turnover increased by 12.9% to DKK 52.3 billion (EUR 7.0 billion), alongside a record-breaking 168 new JYSK stores opening across Europe and Africa. The company also invested in 226 store activities, including relocations, enlargements, and upgrades of existing stores, to offer customers an even more inspiring shopping experience and ensure optimal working conditions for employees.
