Do the initials in the store name JYSK mean anything?

"When the Danish businessman Lars Larsen opened Jysk Sengetøjslager, his first bedding shop in Denmark, the 'Jysk' part of the name was no coincidence. In Danish, this adjective strictly means 'Jutlandic', i.e. coming from the Jutland peninsula, but it signifies much more than geographical origins. 'Jysk' is synonymous with personal qualities of modesty, conscientiousness and honesty, in short; credibility. So, a company that goes by the name of 'JYSK' is a company that can be trusted, and this is exactly what we are."
-from http://www.jysk.com/history-jysk-group http://jysk.co.uk/about-jysk