History of JBS

Billede 3JBS Textile Group A/S is Denmark's largest and leading underwear manufacturer. We are a family-owned and family-run company, which maintains its leading position by focusing on four core values: comfort, quality, innovation and individuality.

Today JBS Textile Group A/S is an international company with more than 300 employees. Our products are sold in numerous countries in Northern Europe as our primary market.

JBS started out as a manufacturer of men's underwear. And this remains our core business. The story begins in 1939 on the Jutland heath. 


Story of JBS

  • 2011-2013

    JBS made a powerful entrance onto the online market when the purchase of the webshop Intimo.dk became a reality in April 2012. Intimo.dk, which was established in 2006, is a popular webshop which has specialised in selling brand name underwear to men and women.

  • 2006-2008

    During autumn 2006 JBS launches a new groundbreaking viral film on the Internet. In the film, which stem from the JBS campaign "Men don't want to look at naked men" the traditional sexes roles are turned upside down, and a young woman, only wearing a white pair of men's trunks, behave like a "real man"… 

  • 1996-2005

    JBS has its sights set on breaking into the Norwegian market and gets the opportunity to purchase the Norwegian factory "Dovre". This strengthens the company considerably, as it gives JBS a strong Norwegian sales network from day one and a network which readily accepts the JBS collections into its sales portfolio.

  • 1990-1995

    Growing globalisation means heightened competition from major international labels, which increase in popularity in line with the needs of the metrosexual man for self-representation.

  • 1986-1989

    As a natural part of the company's generational succession, Sørensen's son, Claus Bjerg Sørensen, assumes the position of Managing Director on 1 November 1986. From the outset, he focuses on strengthening the underwear segment. The strategy advocated by Claus is a return to solely producing underwear.

  • 1980-1985

    The 1980s prove a tough decade for JBS. The company tries out new product lines - leisurewear and jogging clothes.

  • 1976-1979

    The trend is "unisex", and men and women are beginning to dress alike. JBS develops yet another sales success - briefs by the name "det lille under", which can be worn by both men and women.

  • 1971-1975

    JBS undergoes its greatest development and establishes itself as a company that is going places.

  • 1966-1970

    JBS is one of the first companies in Denmark to team up with various "hot" designers, who are given the task of designing collections with their own special look.

  • 1961-1965

    JBS expands its collection and increases focus on fit and optimised design. Funnily enough, the alternative to white underwear comes about quite by chance.

  • 1953-1960

    The company JBS, with its fifteen or so employees, takes on the Danish textile giants. A fight which, on paper, looks like "mission impossible", but which, little by little, results in the company starting to supply gentlemen's outfitters throughout Denmark.

  • 1946-1952

    JBS starts manufacturing nightwear and underwear. This is the original 300 series. Around this time, the Korean War breaks out, again leading to an international crisis and the rationing of materials.

  • 1939-1945

    Jens Bjerg Sørensen moves to the town of Herning and establishes a new career for himself. He sees the potential for earning money from spooling yarn onto cards and producing various items of clothing such as socks, sweaters etc. and sets about obtaining all the leftover yarn he can.