On March 4th, Haworth and Danish furniture giant BoConcept officially announced that the two parties have established a global strategic partnership.

Henning Figge, president of Haworth International District, said: BoConcept's industry-leading furniture series will be included in Haworth office space research and project furniture solutions.

Founded in Denmark in 1952, BoConcept Nordic Style is currently one of the most globalized furniture retailers in the world, with approximately 300 stores in 64 countries. The brand cooperates with award-winning designers to create furniture series, accessories and lighting equipment for private residences and commercial spaces, with excellent personalized customization capabilities. Haworth was founded in 1948 and has a current market value of more than US$2 billion, making it a global leader in the office furniture industry.

The two parties stated that they will use their respective expertise to create long-term common value on a global scale, expand their business into new areas, and establish long-term cooperation with existing and future customers.

It is understood that Haworth's luxury series will be incorporated into BoConcept's Nordic style selection products, enriching Haworth's existing product portfolio. At the same time, Haworth will also share the B2B customer relationship network with BoConcept.

Haworth's experience in the office furniture industry and BoConcept's Nordic-style product series fully demonstrate the changes that the two companies have made to meet the needs of the office market in the future. This cooperation will cover Europe, the Middle East, Africa and the Asia-Pacific region. It is expected to double the B2B market for BoConcept, which is already active in 64 markets around the world.

"The cooperation between BoConcept and Haworth is a powerful combination, bringing together two international furniture giants with similar values and historical backgrounds. Haworth's mature customer network and industry expertise plus BoConcept's outstanding customization capabilities and products. The function allows us to transform the office space into an unparalleled place, while advancing the development of our brands in new markets," said Mikael Kruse Jensen, CEO of BoConcept. "The combination of our shared values, vision, and high standards will ensure that we truly meet the needs of global customers and set new standards for project furniture solutions."

In the next five years, BoConcept's products are expected to occupy an important share of Haworth's global sales. Last fiscal year, BoConcept's revenue was 1.2 billion Danish kroner (approximately RMB 1.26 billion). It is believed that this cooperation will enable Haworth to achieve growth on the basis of global revenue of US$2.3 billion in 2019, and BoConcept's revenue will also increase significantly.

"Cooperating with BoConcept, with their cost-effective and high-quality series of products and famous Danish design, we will be able to provide existing customers with new and higher standard solutions. Both of us will also work together as partners carry out market development," said Henning Figge, president of Haworth International. "Through this way of cooperation, we can tap more of each other's potential in the field of office B2B."