BoConcept CEO: "Helena Christensen is not just a marketing stunt"

🇩🇰 Du finder den danske version af denne artikel her.


The Danish furniture chain BoConcept has teamed up with a world-renowned Dane. They have appointed Helena Christensen as their Global Artistic Director.

BoConcept reveals that she has actually been working in the role for some time, but the news is only being announced now. One of her key tasks will be to enhance the company’s international visibility.

Helena Christensen

Mikael Kruse Jensen, CEO of BoConcept, says:
“Helena has a vast network around the world and a keen eye for Danish design, which we will promote globally together. Her creativity makes it a perfect match.”

The position has been created specifically for Helena Christensen, and the contract is initially set for three years. So this is not just a marketing stunt.

Mikael Kruse Jensen elaborates:
“It’s designed as a long-term collaboration, where she will consult on various fronts – both creatively and by providing feedback on new designs. Additionally, she will help develop products and textiles in collaboration with our creative team.”

Helena Christensen adds:
“For me, Danish design means simplicity, innovation, and exceptional craftsmanship. It’s where function and beauty meet,” she says, revealing that she is already working on designing a piece of furniture.

Living Danishly is live

Helena Christensen

The collaboration is now official, with the first campaign, Living Danishly, recently launched featuring Helena Christensen as both model and photographer. The first collection will follow in March.

BoConcept is a proud Danish company that has evolved from a small furniture manufacturer to Denmark’s most globalized furniture brand. The company was founded in 1952 in Herning by furniture craftsmen Jens Ærthøj and Tage Mølholm, originally named Club 8. In 2003, it changed its name to BoConcept.

As international success grew, the product range shifted from classic Danish Modern designs to customized solutions, with all furniture now made to order, with delivery times ranging from three to eight weeks. BoConcept now has almost 300 stores in over 60 countries and reported a revenue of DKK 1.2 billion in its latest financial year. The company is owned by the private equity firm 3i Group through the company Layout Bidco.


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