GF Issue 54

years,” says Michael Linander, chief retail officer. “It’s down to the support and resources we invest in their growth.” Looking ahead, BoConcept is poised to continue developing its global grasp by building on the foundations it’s already established. “For over 30 years, BoConcept has transformed spaces into extraordinary places. Over the last five, we have consistently outperformed the global premium furniture market, a testament to our brand’s resilience and consumer appeal,” explains Michael. The furnishing franchise will continue to lean into its store concept to enable the brand to thrive in smaller, prime locations and adapt to changing consumer behaviors, such as a growing desire for quality, durability, and longevity rather than quick fixes. “Within five years, BoConcept aspires to be the number one affordable premium Finalist spotlight: BOCONCEPT Deriving from humble beginnings, best lifestyle nominee BoConcept has shown that it’s not just its furniture that’s built-to-last The Danish home furnishing brand was founded way back in 1952 by two cabinetmakers called Jens Ærthøj and Tage Mølholm. Today, it still sells contemporary furniture – only now it has more than 300 stores across more than 60 countries. BoConcept’s mission is to ultimately transform everyday locations into extraordinary places for its consumers, which has led to its global popularity in the furnishings space. Its brand journey has helped it clinch a highly coveted spot among the nominees in the best lifestyle category. Danish design sits at the heart of BoConcept which abides by the philosophy ‘Live Ekstraordiær’. For more than half a century the brand has been providing flexible interior design services, which include customizing and coordinating furniture for private and commercial customers. Originally, the brand began as a small firm in a Danish town called Herning, but over the years it has expanded to become Denmark’s most far-reaching global furniture brand. Despite its growth, it remains headquartered in founding town of Herning and remains loyal to its heritage of high-quality craftsmanship at an accessible price point. Franchising has propelled BoConcept’s growth, with its franchise model employing multi-unit and master franchises to ensure a consistent brand experience while leveraging local market expertise. As such, experienced business owners with extensive local knowledge and a growth mindset are a key target within the brand’s recruitment. Those who join BoConcept receive comprehensive training, ongoing support, and learning opportunities such as a ticket to the annual conference which still takes place in Herning. “The enduring success of our franchisees is reflected in the longstanding relationships we maintain, with many partners having been with us for over 15 Established: 1952 Number of franchised outlets: 330 Location of units: 65 countries Investment range: USD$500,000-$750,000 Minimum required capital: USD$1m-$1.5m Contact: Franchise@boconcept.com www.Boconcept.com brand worldwide,” says Michael. It’s an ambitious goal, which will draw on a strong franchisee recruitment drive and rely on the brand’s tried and tested ability to adapt to market trends while also staying true to its heritage. However, given the brand’s longstanding upward trajectory, even during the pandemic, it’s a goal BoConcept can afford to be positive about. SPOTL IGHT: BOCONCEPT GLOBAL FRANCHISE.COM 49 AWARDS 2024 FINALIST