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The Warsaw Voice » Business » January 30, 2008
Interview
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Concept Interiors
January 30, 2008   
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Jarosław Lehwark, managing director of BoConcept Poland, talks to Elżbieta Wrzecionkowska about the company's achievements and plans for the Polish market.

BoConcept is a Danish network of interior decoration stores that sells both furniture and decoration items. What makes you different from other businesses in this industry?
BoConcept's strength lies not only in individual products but also in consistency of selection and interior concepts. The furniture and other items constitute a specific style, namely modern classic for the urban client. BoConcept has promoted one style from the beginning. Our philosophy of interior arrangement can be best described by the words "lightness," "comfort" and "flexibility." We meet the needs of clients who want to furnish their interiors in a modern way. We are a modern company offering modern interiors for urban clients. For example, the slogan of our latest collection is "Urban Design."

BoConcept, as the company name suggests, offers not only furniture and decoration items but also concepts, an ethos of interior arrangement. Our staff are trained in ergonomics, interior design and the latest interior arrangement methods. In a BoConcept store, customers come into contact with not just sales assistants, but professional advisers.

BoConcept was one of the few foreign interior decoration networks that had the courage to enter the Polish market a few years ago. What have you achieved since then?
When seven years ago the company was entering the Polish market, it was the first network with top-of-the-range interior decoration products. The risk was high. However, our Danish partners have treated the Polish operation as a long-term investment since the beginning. Over that time, we've had better and worse years but looking back it seems that this was a good decision. Today we are benefiting from it. We have managed to promote the brand and create a network of stores. I could even say we have managed to get many groups of Poles familiar with the BoConcept style. Many of our products are widely copied. We are a profitable business and are mature enough to expand our operations in Poland.

BoConcept has 200 stores and 140 studio-type stores worldwide. In Poland, it has two stores in Warsaw, one in Sopot and Katowice each, and a studio in Wrocław. Are you planning more?
Now we are planning to open a store in Poznań and transform the Wrocław studio. We have a partner who knows the Polish market very well. We are looking for partners in Cracow, ŁódĽ, Katowice and the Gdańsk-Sopot-Gdynia Tricity area.

You offer franchises to your partners. What are the conditions? Who can become a BoConcept partner?
Anyone who accepts the BoConcept style, our work standards and attitude to clients and staff. We offer know-how, help open the store, provide training and technical equipment, but we also have defined requirements regarding store appearance, staff and after-sales service. All the information is available on our website, www.boconcept.pl

What are your plans for 2008?
Primarily, we plan to expand the network in Poland, on the basis of the franchise system, and to further strengthen our brand's position on the Polish market.
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