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Planting a Flag: How BoConcept is Prepping Its New Madison Ave. “Flagship” Location to Debut on Fashion’s Biggest Stage

Danish furniture and design franchise set to launch its most ambitious expansion yet

By Sharon Powills1851 Staff Writer
SPONSORED 12:12PM 07/03/17

BoConcept, the global leader in progressive urban Danish furniture and design, is preparing to launch its most ambitious expansion yet into the heart of design’s biggest U.S. stage. The opening of the first American flagship location on New York City’s famed Madison Avenue this fall will plant an official flag in the ground for BoConcept’s recently announced aggressive U.S. expansion, which will see the brand add up to 40 new locations in key metro markets nationwide over the next five years.

The new location’s general manager Ben Paciello has been working to assemble an industry leading team for the new flagship location, and recently spoke with 1851 Franchise about why BoConcept saw the establishment of a flagship location as so critical.

“The term flagship can be a slippery word,” Paciello laughed. “I have seen other companies call a location a flagship, but there is no change in design, materials, or most importantly approach to the client. What determines a flagship location is the reasoning behind the store, not that it means that it’s the most massive or grand. For BoConcept, it will also serve as a franchise model. We want to push aggressively into the U.S. market, and this store serves as the leading concept for our brand’s expansion.”

The design components inside BoConcept’s new Madison Avenue location will be heightened, and the location will include a bevvy of new high end finishes. The store’s operation will shift too: daily tasks will be coupled more heavily than ever before with technology that helps advance design selection and, ultimately, customer service. As BoConcept expands across the country, franchisees can then easily mimic or borrow these tried and tested tools from the flagship location.

Paciello is the ideal candidate to oversee these new changes. After working for years with retailer Ralph Lauren and Oprah Winfrey’s “The Oprah Store,” he worked to open a Chicago based flagship location for mid high-end furniture retailer Mitchell Gold and Bob Williams.

“I helped staff the store for its opening, and we had the most successful opening in the company's history, reaching profitability in record of time. I also helped them as the company aggressively expanded and facilitated training for new store and operations managers across the country. When the opportunity arose, I then became the showroom manager for the top volume New York City store. After 4 years, I wanted a new challenge so left to help an ultra high-end furniture showroom build their trade business before being recruited to BoConcept,” Paciello said.

Those in the design world know well the attention that prime real estate in New York City can provide. For Paciello and BoConcept, there was no question where the target would be for a flagship in the Big Apple. “Madison Avenue and 33rd Avenue is the new furniture district of Manhattan,” he said. “There are a great variety of furniture stores there, making it truly the prime place to be, the location and expectation for build out also makes the store ‘flagship’ for us. This location also represents an opportunity for New York area potential customers to be introduced to us and to keep us top of mind when furnishing both their own and possibly clients’ homes.”

BoConcept’s customer service has long helped to differentiate the brand. Customized interior design services have set BoConcept apart, but Paciello sees the new flagship advancing that advantage even further.

“Our associates work to build a genuine connection to our clients if the spark isn’t there we work as a team to find the staff member that will be the best fit.  We know that a fluid and dynamic conversation with the customer is key. We want to bring the best possible customized approach to each customer we serve,” he said.

Prospective franchisees will also see technology utilized through the flagship location that will help make other franchise locations run even more smoothly. Through the new systems, customers are able to pick and purchase through a seamless in-store interface. Customers can even do their own research online at home, then save an “idea book” and use it at the store.  Through the new technology, in-home design services can be utilized virtually, even without a designer actually going to a customer’s home.

“We are also working on building our e-commerce business to boost brand recognition, to create new customer relationships, and to drive business into the local franchisee locations,” Paciello said. “They [the stores] will get to interact more and reach more customers through this process. For example, if you are buying a sofa online we want to help you with the upkeep of that sofa, to reach out and explain the benefits of the cover that was chosen and the way to take care of it. We are creating standards for follow up and post-delivery care that will create even more wins for BoConcept in the future.” 



*This brand is a paid partner of 1851 Franchise. For more information on paid partnerships please click here.