Danish Consul General Jens Alsbirk joined the opening of Tempur’s new flagship store in Shanghai on 5 September.
The store sits in the central Huaihai Road shopping district. Alsbirk attended the ceremony with Tempur China Managing Director Yuan Tao and other company representatives.
Tempur plans to operate 360 stores across China by the end of 2026. The Danish representation in China shared the target after the opening.
Alsbirk highlighted the links between Danish expertise, wellbeing and innovation.
Technology made for NASA inspired Tempur’s pressure-relieving material. Researchers in Denmark and the United States later developed it further.
The new flagship supports Tempur’s growth in China. The company also wants to strengthen its position as a premium sleep and lifestyle brand.
Danish design meets Chinese production
Later that day, Alsbirk visited furniture brand NEST SPACE at Shanghai’s National Exhibition and Convention Center.
He joined Danish entrepreneur Simon Lichtenberg and designer Enrique Martí to launch new furniture designs.
NEST SPACE combines Danish design with Chinese production. Its furniture focuses on comfort, function and the Danish concept of hygge. The company also gives more attention to sustainable production.
Lichtenberg has built businesses in China for more than three decades. He founded NEST SPACE and leads Shanghai-based furniture producer Trayton Group.
The Danish Consulate General said the two events helped support Danish businesses in China. They also promoted Danish design and innovation in the Chinese market.
Sources: Denmark in China and Tempur China
