“You don’t have to go far away to find challenges; challenges are something you create,” says Jacobsen when asked how he feels about running a business in Horsens, the town where he grew up. As the owner of Jacobsen Plus, a hugely successful retailer of designer furniture, he has indeed created his own challenge – and his own success. Even though his parents owned and ran their own furniture stores for decades, Jacobsen went his own way. He spent his early twenties in London training with and working for BoConcept in Tottenham Court Road. Then his ambitions took him travelling and eventually to Spain, where he, together with his parents and another couple, started the country’s first BoConcept store before returning to Horsens.