BoConcept goes for the Japanese contract market

BoConcept Tokyo’s proposal for an executive office.

By Kent Dahl

Danish furniture company BoConcept has opened a branch of sales for the contract market in Tokyo. This is the Danish furniture company’s first contract market sales department outside Denmark. “We believe that there is a great unexplored opportunity in Japan, which we will now target at,” says general manager Benny Storgaard from BoConcept’s subsidiary in Japan.

The Danish furniture company’s first bid for application of its furniture in the contract market was unveiled during Tokyo Design Week, held from October 24 to November 3. Here BoConcept has decorated various rooms in its flagship store in Tokyo, which provided examples of furnishings for executive offices, meeting rooms or reception areas.

Initially, it is especially at the market for offices, where BoConcept will set in. Japan is the world’s third largest economy and the market is huge.

According to Storgaard, one begins also to see a more fluid transition between home and work in Japan, as is the case in several European countries. Due to the demographic development, there will be fewer working young Japanese, and thus employers are trying in various ways to attract the best. This is partly done by furnishing offices in a more exciting way than traditional offices.

Japan is BoConcept’s fourth largest market, and many Japanese already know the Danish furniture brand. Now the company’s contract department will target at architects and interior designers to draw attention to the areas where BoConcept is able to deliver. With BoConcept’s seven own stores and nine franchise stores in Japan, interested architects have many opportunities to be directly acquainted with the furniture.

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