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FOR IMMEDIATE RELEASE

The world’s most global furniture brand brings over 70 years of Danish craftsmanship and endless customization possibilities to Dubai’s premier lifestyle destination

DUBAI, UAE – November 2025 – BoConcept, the world’s most global furniture brand, announces the opening of its newest store at Dubai Hills Mall this November. Born in Denmark in 1952, BoConcept will bring its unique philosophy of elevating everyday living through Danish design to one of Dubai’s most dynamic shopping destinations, inspiring customers to Live Ekstraordinær.

The new store, located within the 2-million-square-foot Dubai Hills Mall in the prestigious Dubai Hills Estate, will showcase BoConcept’s complete collection of contemporary furniture and accessories designed to improve the new ways in which people live, work and play. True to the brand’s commitment to self-expression, customers will have the freedom to personalize almost every BoConcept design, creating spaces as individual as they are.

“Dubai has such an appreciation for quality design and the freedom to make spaces truly personal,” said Julia Fadeeva – Managing Partner. at BoConcept. “We’re excited to be part of Dubai Hills Mall because it connects us with people who understand that furniture should work with how you actually live – not the other way around. That’s what Danish design is all about.”

From Danish Craftsmen to Global Design Leaders

For more than 70 years, BoConcept has collaborated with the world’s best designers to create furniture renowned for its modularity, functionality, and uncompromising quality. What began in 1952 when Danish craftsmen Jens Ærthøj and Tage Mølholm opened a furniture factory in the small town of Herning has evolved into the world’s most global furniture brand, with over 300 stores across 65 countries.

BoConcept products reflect the core values of Danish design DNA: craftsmanship, simplicity, functionality and quality materials. Each piece is irresistibly crafted to be intuitively inviting and welcoming, appealing to the senses while maintaining the purposeful tradition of Danish design that values both functionality and form.

The Dubai Hills Mall location will feature collections created in collaboration with internationally acclaimed designers including Karim Rashid, Oki Sato (nendo), and Morten Georgsen. True to BoConcept’s philosophy, customers have the freedom to personalize almost every design – from modular sofas to extendable dining tables – creating pieces that are uniquely theirs.

Endless Possibilities Through Danish Design Innovation

At BoConcept, self-expression is paramount. The Dubai Hills Mall store will showcase the brand’s extraordinary approach to customization, where customers can personalize size, colors, materials, configurations, and more across almost every design. From choosing between 120+ fabrics and leathers to selecting specific leg styles and surface materials, the possibilities are endless.

The showroom will feature BoConcept’s complete range of contemporary furniture categories designed for how people truly live today:

Modular seating systems with vast customization options
Extendable dining tables and coordinated chairs
Wall units and storage solutions tailored to individual spaces
Bedroom collections featuring platform beds and wardrobes
Home office furniture designed for modern work-life integration
Outdoor collections for extending Danish design outdoors

Each piece embodies BoConcept’s commitment to pure precision and purposeful craft, carefully considering every detail to create designs that bring joy and inspiration to everyday living.

Strategically Positioned for the Urban-Minded Customer

Dubai Hills Mall’s location within Dubai Hills Estate provides ideal access to BoConcept’s target demographic: urban-minded customers who love design, energy and style in all aspects of life. The mall’s sophisticated environment, featuring over 650 stores and restaurants, perfectly complements BoConcept’s position in the “affordable luxury” market – premium quality and design at fair prices.

“BoConcept creates furniture for people who understand that great design should be accessible,” noted [SpokepersonName]. “Dubai Hills Mall attracts design-conscious consumers who appreciate the Danish tradition of making exceptional quality available to a broader audience – exactly the vision our founders had over 70 years ago.”

The location reinforces BoConcept’s unique market positioning as a brand that offers coordinated designs where every detail has been considered, customized solutions that fit

customers’ dreams and needs, and affordable luxury that makes design accessible without compromise.

Danish Craftsmanship and Responsible Production

BoConcept maintains its authentic Danish heritage through continued production excellence, with more than 95% of its furniture still being produced in Denmark and Europe. This commitment to local production ensures the quality and craftsmanship that has defined the brand for over seven decades while supporting responsible manufacturing practices.

The brand’s dedication to transparency and environmental responsibility includes FSC-certified wooden furniture and partnerships with suppliers like Nordic SPOOR for fully traceable Scandinavian leather. Every aspect of production reflects BoConcept’s code of conduct, ensuring products are manufactured in a manner that respects employee rights and environmental standards.

The Dubai opening strengthens BoConcept’s strategic expansion in the Middle East, where the brand continues to grow its presence among customers who value authentic Danish design and the ability to create truly personalized living spaces.

About BoConcept

BoConcept creates unique furniture that improves the new ways in which people live, work and play. Born in Denmark in 1952, the company has grown into the world’s most global furniture brand, with over 300 stores across 65 countries. For more than 70 years, BoConcept has collaborated with the world’s best designers to create furniture renowned for its modularity, functionality, and uncompromising quality. Through Danish creativity and craftsmanship, BoConcept elevates spaces with timeless iconic design that brings joy and inspiration. The brand’s mission is to elevate life for everyone with Danish design, inspiring their motto: Live Ekstraordinær. BoConcept offers customers the freedom to personalize almost every design, creating coordinated, customized, and affordable luxury furniture solutions for urban-minded customers who love design, energy and style in all aspects of life.

About Dubai Hills Mall

Dubai Hills Mall is a premier lifestyle destination spanning 2 million square feet within Dubai Hills Estate, developed by Emaar Properties. The mall features over 650 retail and dining outlets, entertainment attractions including the record-breaking Storm Coaster, and serves as a central hub for one of Dubai’s most sought-after residential communities.

Media Contact:

BoConcept UAE marketing.uae@boconcept.ae

Mall Information: Dubai Hills Mall Location: Dubai Hills Estate, Al Khail Road (E44) Hours: 10:00 AM – 10:00 PM (Sunday-Thursday), 10:00 AM – 12:00 AM (Friday-Saturday)

Store Opening: November 2025

Location: Dubai Hills Mall, Dubai Hills Estate