Larsen's first store in Aarhus was called Jysk Sengetojslager. The second part of the name was difficult for foreigners to master, and subsequently it disappeared. In Danish, Jysk means "Jutland", and everything that is produced on this peninsula is, according to the Danes, of high quality. Sengetoj is a bed linen, and lager is a warehouse. A goose was chosen as the logo – pillows and blankets are stuffed with its down. Advertising agencies have become an unexpected problem. Many of them laughed at the cranks who invented the name of 18 letters. Short brands were in fashion then: IKEA, Bilka, Fotex, Aldi, etc. They were taken seriously only by the agency Reklame og Marketing Butikken, whose name was eight letters longer than that of Larsen's store. Jysk then worked with him for many years, bringing a lot of revenue.
