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Some anniversaries are counted; others are felt – in the homes you’ve shaped and the moments made within them. For BoConcept, twenty years in London belongs firmly to the latter.
From its first opening, the brand brought a distinctly Danish belief to the capital: that good design is not luxury, but foundation. Objects should be crafted with care, built to last, and chosen with intention.
London – a city fluent in individuality – proved the perfect home. Today, ten stores across the capital and South East continue that meeting of Danish design and modern urban living.
The Art of Living Danishly
To live Danishly is to value quality, warmth and simplicity. It’s oak selected for character, fabrics chosen for tactile comfort, and silhouettes shaped by timeless proportion.
Across the South East’s mix of terraces, conversions and new-builds, this philosophy translates seamlessly. BoConcept designs for real life: modular sofas that adapt, extendable dining tables, and storage that conceals without compromising personality.
Two decades of working with designers, architects and homeowners have shaped a collection that feels at home here – grounded in Scandinavian principles yet attuned to local living.
A Creative Vision: Helena Christensen and the New Collections
In 2025, Helena Christensen became BoConcept’s Global Artistic Director, bringing with her a deep, instinctive understanding of Danish design. Her influence is visible in the new collections – pieces defined by balance, tactility and a quiet, confident beauty.
The Axo dining series, created with Copenhagen-based atelier axo, blends architectural clarity with inviting warmth, particularly in this season’s Natural Oak finish.
The Catskills collection channels the landscape of Christensen’s upstate retreat, with organic shapes, earthy tones and an atmosphere of calm ease.
Both ranges reflect a philosophy BoConcept has always embraced: homes should tell the story of the people who live in them.
Twenty Days to Celebrate
From 2 to 21 April 2026, BoConcept is marking 20 years in London with 20% off everything in-store, across all collections for 20 days. It is not a seasonal sale, but a thank-you to the customers and communities that have shaped the brand’s journey.
Design With Intention
Alongside the promotion, BoConcept continues to offer its complimentary Interior Design Service. Designers work collaboratively with customers, developing layouts, material palettes and 3D visualisations to ensure spaces feel coherent and personal. Most pieces can be tailored in size, configuration and finish, with over 120 materials available – a process rooted in true Danish intention.
Visit BoConcept today
Celebrate 20 years of Danish design in London with 20% off across all collections until 21st April, exclusively in-store. Find your nearest London showroom and experience Danish design, tailored to the way you live.
Offer terms: Not available online; only available at BoConcept Tottenham Court Road, Harrods, Notting Hill, Westfield, Battersea Reach, Finchley Road, Fenwick Brent Cross, Fenwick Kingston, St Albans and Guildford.
