DENMARK (Notifix).- BoConcept annouced on April 9 the acquisition of the master rights to the BoConcept brand in China from the Trayton Group, which will take effect on 1 May 2013.

At the same time, BoConcept and Trayton will set up a new joint Chinese company to ensure the distribution, support and development of existing and new stores in China. The joint venture will take over Trayton’s six existing stores. BoConcept’s ownership share will be 85%, with the Trayton Group holding the remaining 15%.

Another nine stores will continue to be run by independent franchisees. The parties did not disclose the purchase price.

With this strategy BoConcept will accelerate expansion and growth in the Chinese market, which is deemed to hold considerable potential by the Danish furniture manufacturer and retailer.

BoConcept turnover was DKK 1,022m for FY2011/12 as it operated through 252 franchise-based brand stores in 58 countries.