Partner Article

Sofa, so good: St David's Cardiff signs BoConcept as post-lockdown deals continue

The St David’s Partnership, owners of St David’s Cardiff, has announced the signing of Danish premium lifestyle and furniture brand BoConcept, with the brand set to launch a UK debut store concept in early 2021.

With stores in 65 countries spanning six continents, BoConcept works on an ethos of individuality, with more than 80% of products adaptable in size, colour, materials, or components, and offers a comprehensive interior design service to make restyling easier and suited to the customer’s needs.

In addition to the experiential interior design service, the new 5,300 sq ft St David’s store will act as a showroom and retail space, including a vast array of BoConcept’s contemporary furniture, accessories, and lighting.

The space will take the shape of a digital experience concept store, first utilised by the brand in Tokyo earlier this year, and brought to the UK for the first time at St David’s. It will be located on the Upper Grand Arcade close to John Lewis and the recently opened new concept Hollister store, with more major brands joining this part of the centre in 2021.

Speaking on behalf of the St David’s Partnership, Colin Flinn, intu’s regional managing director, commented: “BoConcept is a globally-revered lifestyle and furniture brand – bringing them to Wales is another huge step for St David’s as we reinvigorate after the national lockdown. We have seen increased interest in home improvement and luxury goods throughout 2020, a trend BoConcept is set to capture.”

Zoe Shields, UK and IE Country Manager at BoConcept, “BoConcept has grown organically since 1952, with more than 300 stores worldwide. Wales has been a target market for some time and given its extensive catchment and array of complementary luxury brands, St David’s is the best place to make our Welsh debut. We look forward to opening in the New Year, and to introducing St David’s customers to our brand.”

This signing follows news that Japanese-inspired lifestyle retailer MINISO has opened its first UK store outside London at St David’s, the first step in its national expansion plans.

This was posted in Bdaily's Members' News section by Elizabeth Ellis .