Larsen was also known under the name Dyne-Larsen (Duvet-Larsen) and was the founder of the Jysk retail chain in 1979. Until 2001, the chain was named "Jysk Sengetøjslager" (Danish for "
Jutland
Jutland (; , ''Jyske Halvø'' or ''Cimbriske Halvø''; , ''Kimbrische Halbinsel'' or ''Jütische Halbinsel'') is a peninsula of Northern Europe that forms the continental portion of Denmark and part of northern Germany (Schleswig-Holstein). It ...
ic Bedding Store").
In 2009, when Jysk had its 30-year anniversary, Larsen self-published the book "30 år med Jysk" (eng.: "30 Years with Jysk"). He mailed a free copy to every household in Denmark, making it the #1 book in the country.
''
Forbes
''Forbes'' () is an American business magazine founded by B. C. Forbes in 1917. It has been owned by the Hong Kong–based investment group Integrated Whale Media Investments since 2014. Its chairman and editor-in-chief is Steve Forbes. The co ...
'' named him the 424th richest man in the world (August 2019).
In June 2019, it was announced that Larsen would retire, effective immediately, due to being diagnosed with severe
liver cancer
Liver cancer, also known as hepatic cancer, primary hepatic cancer, or primary hepatic malignancy, is cancer that starts in the liver. Liver cancer can be primary in which the cancer starts in the liver, or it can be liver metastasis, or secondar ...
. He passed the post as chairman of the board to his son, Jacob Brunsborg. Larsen died on 19 August 2019.
Honours
In June 2010, he received the
Order of the Dannebrog
The Order of the Dannebrog () is a Denmark, Danish order of chivalry instituted in 1671 by Christian V of Denmark, Christian V. Until 1808, membership in the Order was limited to fifty members of noble or royal rank, who formed a single cla ...