BoConcept — Strengthening Brand Influence Among the UK Chinese Community
INTRODUCTION
Founded in Denmark in 1952, BoConcept has grown into a global premium lifestyle and contemporary furniture brand, with nearly 300 stores across 60+ countries. Known for its Scandinavian aesthetics, customisable furniture solutions, and refined craftsmanship, BoConcept designs and produces modern furniture, lighting, and accessories for living, dining, bedroom, home office, and outdoor spaces.
BRIEF
Despite its strong global presence and heritage, BoConcept sought to deepen its engagement with the Chinese community in the UK, including high-net-worth individuals (HNWIs), Chinese property agencies, and property developers with influence in the UK real estate sector.
SOLUTIONS
Linkup China developed a tailor-made Events and Relationship Management Strategy, specifically designed to enhance BoConcept’s visibility and strengthen its brand positioning within the UK-based Chinese consumer and business community.
Our approach focused on strategic networking, targeted partnerships, and high-quality brand experiences.
RESULTS
We successfully:
Introduced and established long-term partnerships between BoConcept and the Top 20 London-based property agencies and developers, including Chinese property groups and China Desk heads from major multinational real estate firms.
Hosted a large-scale brand event in London, in collaboration with The Danish-UK Association (formerly The Danish-UK Chamber of Commerce & The Danish Club), attracting 100 VIP guests—a curated mix of HNW individuals, real estate professionals, and developers.
Generated £600,000 in new annual sales for BoConcept through strengthened relationships, strategic networking, and ongoing partnership opportunities.
This initiative significantly enhanced BoConcept’s influence in the UK–China design and property community, reinforcing its position as a leading global brand for modern Scandinavian furniture.
BoConcept —— 深度链接英国华人圈层的北欧家居品牌战略合作案例
品牌介绍
BoConcept 创立于 1952 年丹麦，是全球知名的 北欧高端生活方式与现代家居品牌。品牌目前在全球 60 多个国家开设近 300 家门店，以简约雅致的丹麦设计、可定制家具解决方案以及精湛工艺而闻名。BoConcept 提供适用于客厅、餐厅、卧室、书房与户外空间的现代家具、灯饰与家居配饰。
项目需求
尽管 BoConcept 在全球拥有强大的品牌影响力，但品牌希望进一步 加强与英国华人社区的联系，目标群体包括：
英国本地高净值华人（HNWI）
英国华人房产中介公司
在英发展的中资及国际性地产开发商
解决方案
连接英伦为品牌量身打造了 面向英国华人市场的活动与关系管理策略，重点通过专业网络拓展、高质量合作活动和精准的关系维护，提升品牌在关键圈层中的知名度与影响力。
项目成果
我们成功为 BoConcept：
引荐并建立长期合作关系，覆盖 伦敦前 20 大房产中介机构与地产开发商，包括英国华人房产机构及跨国地产公司的 China Desk 负责人。
在伦敦举办一场大型品牌活动，由 BoConcept 与 丹麦-英国协会（前丹麦-英国商会与丹麦俱乐部） 联合举办，共吸引 100 位 VIP 嘉宾 包括高净值人士、地产机构与开发商代表。
通过强化关系建设与持续商务合作，为品牌 带来每年约 £600,000 的新增销售额。
该项目全面提升了 BoConcept 在英国华人高端消费群体与地产行业中的品牌影响力，巩固其作为全球北欧现代家居领导品牌的地位。