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BoConcept ramps up China expansion

Danish furniture retailer BoConcept has partnered with Kinetic to accelerate its expansion in China.

Kinetic is a Chinese furniture retailer and manufacturer owned and managed by Liu Yong Kang, who is also the president of the Chinese Furniture Brand Federation and an executive committee member of the China Furniture Association, two of the principal trade associations for the furniture industry in China.

In close collaboration with BoConcept’s Chinese market organisation, Kinetic will recruit new franchisees and attractive locations for BoConcept, strengthening BoConcept’s presence and brand awareness in China.

BoConcept will continue to handle general marketing, training and support while Kinetic will have the exclusive right to solicit potential franchisees in available geographical areas and submit them for BoConcept’s approval, and receive commission based on revenue.

If the growth and expansion targets set for the collaboration continue to be reached, Kinetic may also exercise an option to acquire a minority share of BoConcept China in 2016.

“BoConcept is already a highly respected international brand in China, addressing a rapidly growing segment with substantial purchasing power. We are proud to be working closely together with BoConcept’s team to make our success even greater by increasing brand awareness and the number of stores substantially,” said Kang.

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