A new strategic partnership between BoConcept and Haworth, the world’s third-largest office furniture supplier, promises to open new global markets and opportunities for the Danish furniture brand.
BoConcept will become part of Haworth Collection, an extensive global network of partnerships, filling a gap in Haworth’s portfolio while allowing BoConcept access to global B2B clients. By connecting BoConcept’s product range with Haworth’s workspace expertise around the world, the collaboration represents a step change in the way both businesses address the needs of the workspace. Currently operating in 64 markets, BoConcept has the potential to double its market reach in the B2B segment, starting with the EMEA and APAC regions.
“The BoConcept-Haworth partnership is a potent alliance that brings together two international furniture leaders with common values and history," says BoConcept CEO, Mikael Kruse Jensen. "BoConcept’s comprehensive customisation options and innate product functionality, combined with Haworth’s far-reaching client network and industry knowledge, allow us to transform activity-based working spaces into extraordinary places, while driving growth for our brand in new markets. The combination of our mutual ethos, eye-level approach and high standards will ensure we are truly able to meet the needs of clients across the globe to set new standards in contract furnishing solutions.”
Over the next five years, BoConcept’s product assortment is expected to become a significant part of Haworth's international sales, increasing the latter's 2019 global revenue of $2.3b and elevating BoConcept’s revenue significantly.
“Partnering with BoConcept to deliver transformative solutions to our existing client base and beyond will allow us to provide the very best solutions and standards, enhancing workspaces with their affordable premium collections of celebrated Danish design while pioneering as partners,” says Henning Figge, president of Haworth International. “By working together in this way, we will increase the potential of the office B2B segment.”