DENMARK – Danish furniture group BoConcept has so far predominantly been operating in the market for domestic furniture and interior design, but recently, the group has also supplied furniture for an increasing number of interior design projects in areas such as hotels, meeting rooms, lounges and furnished apartments, Wood Supply writes.

This is a strategic decision by the group management, which has established a special department for contract market sales. This department is based in Denmark, but will soon be extended with contract market salespeople in Germany and Japan. The idea is to utilize the current set-up consisting of BoConcept’s existing collection, digital market platform and worldwide chain of franchise stores, to service contract customers. A range of furniture models have thus been tested to ensure that they can meet the use requirements in the contract market, with that there is no need to make major investments in connection with BoConcept’s entry into the new market. BoConcept’s CEO Torben Paulin has underlined the great potential in the contract market and predicts that in the long term the Company will be able to achieve sales as important as in the residential furniture market.