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Positive reception at BOEN workshops and presentations

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BOEN style worlds concept inspires international industry professionals at world-leading trade fair BAU in Munich.
Their willingness to voice their enthusiasm was a great indicator. ‘Normally we have to ask tradespeople what they think about our new products’, explains Geir Waland, President of the Boen brand. This time however, it was completely different. ‘Our customers from across Europe were so enthusiastic about our brand concept, many of them told us, without any prompting’, continues Waland. ‘They felt that it was contemporary and exactly what customers want. Never before have we been approached by so many interested trade visitors at our stylish stand. Its unusual shelf design begged you to ask the question - what we would be offering. Our holistic concept was thus extremely well received’.
The style advisor concept first presented last summer has withstood a major international test. Numerous trade partners who travelled to the exhibition from across Europe invited their most important customers to visit BAU. Everyone was left satisfied.

Several times a day, Norwegian interior and style expert Helle Tjaberg and Barcelona based interior stylist and trend expert Guy Herder, provided lots of interesting information about the four style worlds defined by Boen and the fascinating possibilities they offer to service the customer.

Workshops informed about trends and new sales techniques

Gudy Herder, who works as a style expert for Boen, presented the sales promotional use of moodboards. These are tablet-sized square boards that present materials that match a particular style in a harmonious and atmospheric way, such as hardwood floor and material patterns, wool, small colour boards and much more. Using mood collages such as these, customers can more easily evaluate which style makes them feel good. This technique is extremely efficient in terms of customer service and is also a great way to generate additional business.

This message made perfect sense and was welcomed by visitors. ‘For me as a designer, the content of the presentations in terms of shapes, colours and materials was extremely interesting’, praised designer and blogger Angela Schiewer ( ‘Everything was really well structured, easy to understand and superbly explained’. Boen customer Gaby Schneider was of a similar opinion: ‘I feel really inspired and it inspires me to see how Gudy Herder has got to the heart of the trends. That was a great help to me’.

Every floor in context

The fact that you can no longer merely supply advice on flooring, but must also provide advice on matching wall decoration, furniture and accessories has been confirmed by customers near and far. The majority of consultations are also now much more efficient and target-oriented because of the clear structure that has been developed comprising of four stages. Boen’s German Sales Director Sven Adebahr: ‘With this concept, we are targeting more directly, not just taking our customers into account, but also their living spaces’.

As the entire brand concept is based on giving the trade and industry a tool that they can use and which appeals to customers during consultations, Boen has also invested effort into promoting the direct flow of communication to the end consumer. Two days before the trade fair began, the Mölln hardwood floor specialist launched a new, freshly modernised Internet presence that should achieve high visitor rates thanks to the accompanying social media activities.

Main development aim: premium quality of product and technology

However, the research focus is firmly on the development of products and technology of premium quality. Trade visitors were also able to see this aspect for themselves, such as at the entrance area of the stand, where a light oak hardwood floor treated with “Live Pure” had been laid.

Live Pure is a completely new sealant technology whose ultra-matt finish makes the surfaces look almost untreated in terms of colour, grain and touch. ‘The look of the surface is very natural. The floor’s robustness is excellent and better than we could achieve for example with oil’, says Guido Müller, Vice President of the Boen brand. ‘With Pure, we’ve really provided what customers want – all the wood finished with Live Pure technology is ready to use and can be laid without any further treatment’.

Large dimensions are popular

The new two-layer plank formats Finesse and Noble and the extended Maxi strip have also been well received across Europe. The continuing positive mood resulting from this success could also be felt at the Boen stand evening event on the Wednesday of the fair. Boen welcomed over 200 guests to a relaxed reception with live music. One person, however, was in constant demand: caricaturist and cartoonist Andreas Otto. Everyone wanted to get themselves sketched by him.

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For more information please contact:

Finn Roger Opedal
Marketing Director BOEN