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BoConcept Reveals Its LIVE MORE, LIVE EKSTRAORDINÆR Strategic Positioning

Furniture World News Desk on 4/3/2023


BoConcept, the contemporary Danish furniture franchise offering functional and stylish furniture with more than 300 franchise locations in 65 countries, has unveiled its sharpened LIVE MORE, LIVE EKSTRAORDINÆR positioning. This strategic platform puts LIVE MORE, LIVE EKSTRAORDINÆR at the center of BoConcept’s story to connect with consumers.

LIVE MORE, LIVE EKSTRAORDINÆR is an organizing principle that is built on four core pillars. These four pillars convey their culture, image, competence and spirit.

  • LIVE STYLE to convey aspiration, desire and transformation
  • LIVE DANISH to convey our culture and life philosophy
  • LIVE DESIGN to convey competence of design and product
  • LIVE SIMPLE to convey intentional, purposeful living

“We are excited to launch our new strategic brand platform that will look to help us drive awareness and understanding of BoConcept and bring to life LIVE MORE, LIVE EKSTRAORDINÆR,” said Steen Knigge, Director of U.S. Marketing. “This year, we have positioned LIVE MORE, LIVE EKSTRAORDINÆR as the central vehicle to tell our story and connect with consumers.”

This spring, BoConcept is supporting IDS with a focus on home office, living room styling, sofas and IDS tips by highlighting the Indivi, Osaka, Hampton, Amsterdam and Carlton sofas. The brand is also spotlighting Danish modern icons such as Imola chair, Alicante dining table, Charlotte chair and the Bergamo sofa.

The pandemic triggered consumers to make The Great Life Refresh, resulting in drastic personal changes and a collective reboot of values, lifestyles and goals. The importance of the home as a sanctuary and its role as a place of comfort and protection will continue to grow, fuelled by evolving lifestyle trends and disruptions such as climate change, home ownership and material scarcity. This premise, the more mindful consumer attitude towards consumption, and a deep-dive into our unique brand pillars, allowed us to further sharpen our strategic positioning, putting LIVE MORE, LIVE EKSTRAORDINÆR as the central vehicle to tell our story and better connect with consumers.

To shop the current collection, visit https://www.boconcept.com/en-us/, and to learn more about franchising with BoConcept, visit https://www.boconcept.com/en-us/franchise.

 

 

About BoConcept
 Since opening its first franchise in Paris in 1993, BoConcept has become a global leader in the design of bold, stylish furniture, boasting 300 locations in 65 countries around the world.

Founded in Denmark in 1952, BoConcept differentiates itself by offering premium quality, modern designs that elevate interior spaces to achieve their full potential. The company remains focused on creating functional furniture for the urban consumer through partnerships with the world’s leading interior designers. Backed by a proven global concept and strong franchise support system, BoConcept’s 18 U.S. locations include a flagship store, which opened in December 2017 on New York City’s famed Madison Avenue. For more information  visit www.boconcept.com. To inquire about franchise opportunities, visit https://www.boconcept.com/en-us/franchise.