BoConcept Launches Aggressive Development Plan; New York Market Open for Expansion

BoConcept, the Danish-founded global retail furniture franchise, is looking for franchisees to grow its New York market. The brand is in search of experienced and passionate franchisees to help lead the charge, expanding in New York and beyond is part of BoConcept’s goal to open over 40 stores over the next five years. The company currently has 260 stores around the world in 60 countries now, and worldwide wants to open 800 stores within the next five years.

Leading the growth pathway is a flagship store set to open on Madison Avenue late this summer, signifying the company’s goal to invest in an area that has strong brand recognition among its target market. This location will emphasize BoConcept’s differentiated designs in every facet of home and office furnishing, featuring elements from world-renowned designers like Oki Sato and Karim Rashid. The modern, yet functional styles present an upscale option for the urban-minded homeowner, setting the brand apart from its competition.

Director of U.S. Marketing for BoConcept, Steen Knigge, explains, “Our franchisees target urban crowds with an aesthetically advanced taste. Our style is Scandinavian, and we have found the highest success in metro areas. We cater to all ages from young urbanites to retirees.”

New york market expansion

Thanks to the built-in brand awareness in the areas surrounding New York City, Knigge believes a continued expansion is the next logical step for the company. Beyond brand recognition, it’s the area’s lifestyle that makes BoConcept the perfect fit for the area.

“The most important asset working in our favor as we open the New York market is that we are choosing to expand in a state that already has a strong taste for our aesthetic and residents who embody the criteria of our target client,” Knigge adds. “New York is the ultimate destination for urbanites from near and far. That really showed us that we had the potential to grow in and beyond New York City. It also showed us just how great—and far reaching--the demand is.”

Through its franchise business model, BoConcept has also set itself apart in the industry by offering unparalleled support to its operators. From store opening to design planning, visual merchandising and local marketing, franchisees have a true corporate partner. Franchisees also receive access to BoConcept University, an online and face-to-face education program designed to ensure rapid operational success. In addition, the company is active in assisting and guiding their franchisees in optimizing local marketing budgets to increase in-store traffic.

Brand history and goals

“Since our founding more than 60 years ago BoConcept has remained focused on becoming the number one brand in the world for progressive interior design elements,” Knigge adds. “We experienced rapid success across Europe and beyond thanks to our commitment to continually advancing modern design elements that elevate interior spaces to achieve their true potential. Now, with the launch of our flagship location in the heart of New York City, BoConcept is positioned as a true global leader on modern furniture’s world stage.”

With 19 U.S. locations from coast to coast, BoConcept is already building strong brand recognition among key demographic drivers. With an initial investment ranging from $450,000 to $600,000, strong unit level economics and consumer sentiment and discretionary spending on the rise, BoConcept is targeting sophisticated retail operators to open the market in New York City and the surrounding area.

“BoConcept’s strategic transformation consolidates our successful franchise model, reducing complexity and enhancing profitability,” said Knigge. “The efforts we have made to streamline operations are already paying off, and we’re eager to see its full potential achieved through our rapid New York area growth plans.”