Boconcept

Herning-based Danish furniture company BoConcept is established in 1952 and is today a global retail furniture chain with more than 260 sales units worldwide. Since the year 2006 BoConcept no longer has their own wholesale customers, and all furniture is sold through franchise-based Brand stores, Inspiration stores (shop in shops) and Studios. The distribution strategy of BoConcept is selective since their products are only available on their licensed franchisees and web shops. It is a great strategy for the franchisees point of view because they get a strong support system from BoConcept that provides every franchising store a retail account manager. The retail account manager has an in-depth understanding of the concept and daily running of the store, including assistance with the IT system, marketing, visual merchandising and staff training. For even better standard of service, BoConcept educates all their employees in their own BoConcept University offering training seminars, on-the-job coaching and e-learning. This of course is beneficial for the franchisor as well, giving them a control how their brand and products are presented and marketed in different markets.

The good thing about BoConcept's distribution strategy is that they have grown to be a well-known and experienced franchisor with a long history with design furniture. It is easy for them to pick new franchisee and spread to new markets and develop their brand to archive their goal becoming the no. 1 brand with urban interiors. The manufactory of the furniture is both in Denmark and aboard, and the majority of BoConcept's furniture is supplied directly from their factories cutting out the cost of a third party. No matter if the products are produced by a third party supplier or us, they coordinate everything and the products are sent directly to their franchisee's store. This unique supply chain system makes the process more efficient and less time consuming, and allows them to react quickly on