y designer furniture at affordable prices.  The brand offers free interior design services, including style advice, trend guidance, personal mood boards and even 3D renderings of homes, rooms and products, so customers can customise and arrange furniture virtually before purchasing. It will even visit a customer’s home to take measurements and offer product samples. “Thanks to our customisation and interior design service […], we help to create a fantastic dream home,” Chow said.  The story so far BoConcept will celebrate 10 years in Hong Kong next year, and there are no signs of the brand slowing down its operations in the region in the near future. “It is challenging for everyone in Hong Kong, but thankfully, this downtime has given us space to reset clear goals for BoConcept and our company. We are also very much inspired by BoConcept’s latest AW22 collection,” Chow said. Branded as New Kollektion, the AW22 collection features timeless shapes and neutral colours. It includes both fresh designs and new versions of existing pieces that have been adapted to meet changing consumer needs and habits.  “The collection is suited to customers’ needs, such as working from home and spending more time in multifunctional spaces at home. All the elements reflect BoConcept’s values and heritage: craftsmanship, quality, and uniquely Danish,” Chow said. “Natural elements inspire the collection – a Swedish term lagom is at the core of our thoughts. [It means] ‘just the right amount,’ or ‘not too much, not too little physically and mentally.’” Chow went on to say that the BoConcept team in Hong Kong is taking this opportunity to expand the business from consumers and interior designers to corporate partners, as it looks to evolve in the post-pandemic era. Well received While BoConcept is a thoroughly Scandinavian brand, Chow said that has not prevented it from finding a foothold in the local market.  “Since Hong Kong is a concrete jungle with lovely natural surroundings, the brand remains relevant to both a metropolitan and a Scandinavian audience. We encompass a holistic outlook on life,” she said.  She believes customers in Hong Kong are drawn to brands and products that represent their style and ideology. Personalisation is essential, and customers aren’t hesitant to spend their hard-earned money if they deem it to be a worthy purchase. They’re also keenly interested in the background and design philosophy of the brands and products they are considering.  “This kind of information can trigger their desire to own that furniture. They will invest more in furniture if they believe it is worth purchasing over time,” Chow added. Unique offerings BoConcept offers a wide range of furniture and home accessories, which can be customised with more than 120 fabrics and materials available for selection.  “Our rugs, artwork, and objects also appeal to the Gens Z and millennial population who love expressing their unique character. Professional service is also essential for them to create their dream living space,” Chow said. Since launching in Hong Kong, the brand has opened four stores in New Territories, Hong Kong Island and Kowloon. According to Chow, the company does not have any immediate plans to expand, but is committed to creating and updating experiences in its existing stores. “We may consider having an additional showcase or pop-up area next year to celebrate our milestone and focus more on adding extra services shortly,” she explained. Interestingly, the brand has seen an uptick in interest in India, where a growing population of young families are looking for modern offerings that complement their hybrid working lifestyles. The digital factor According to Chow, while BoConcept has benefited from digital innovation and growth, customer service and physical experiences remain core elements in the furniture category.  “[The] latest digital software can help enhance 3D spatial knowledge, but what is the fun of it without interacting with paint, leather, fabric, or the softness and firmness of something we use daily?” she asked. She is of the opinion that physical interaction is key for customers to understand the difference between one brand and the next. Nonetheless, she hopes that the brand’s day-to-day interaction on social media will help enhance its e-commerce experience in the long run. Chow said BoConcept will continue collaborating with digital partners to maintain a seamless process from offline to online (O2O) to help consumers with their furniture and home needs.