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Bo Concept Franchisee combines Passion for Interior Design with Business Development


A lawyer by trade, Carlos Salamonovitz was ready to combine his passion for interior design with his love of business development into his full-time job when he turned 40 years old. Salamonovitz was looking for a brand whose philosophies aligned with his own — one that gave him the opportunity to be creative while leading a proven and successful business.



Throughout his search, Salamonovitz returned again and again to BoConcept, the contemporary Danish furniture franchise offering functional and stylish furniture with more than 300 franchise locations in 65 countries. In August 2017, Salamonovitz began a country-wide takeover of all the BoConcept locations in Mexico. Now, five years later, he has opened four locations in Florida, with the fifth planned for Miami Midtown during the fall of 2022.


“I was familiar with BoConcept after living in New York and California, so I contacted BoConcept and that’s how it all started,” Salamonovitz said. “Now, we’re now on track to be the biggest franchisee of BoConcept globally with four stores in Florida and I also own all BoConcept locations in Mexico.”


Salamonovitz took over the rights for the country of Mexico for BoConcept in 2017. Before that, BoConcept stores in Mexico were owned by individual franchisees and after he expanded the brand’s presence in the market in Mexico, the opportunity to expand into Florida was introduced. As a true believer in the concept, Salamonovitz jumped at the opportunity.


“BoConcept is a global brand, and Florida is a very international market. People know us from their home countries, and they know that we offer superior products to just about any other option in the U.S. or abroad,” Salamonovitz said. “There is also a growing number of first- and second-time home buyers in Florida, which means there is a huge demand for high-end but affordable furniture.”


BoConcept reported 30% growth in its U.S. store network in 2021. The brand went from 13 to 17 stores and is expected to top 20-plus U.S. stores in 2022 when it will celebrate its 70th anniversary. On top of the expanded footprint in 2021, BoConcept also reported that sales hit an all-time high, increasing 50%. 


“I believe that both in Mexico and the U.S. interior design matters — these are areas where people really crave and seek out interior design, “Salamonovitz said. “Every day people are looking for 360-degree solutions that will adapt to their style and budget, and I believe that is where BoConcept comes in. We provide a 360-degree solution from the smallest accessory to the biggest piece of furniture; someone who comes into us can definitely furnish a space 100% with BoConcept. BoConcept is avant-garde and forward-looking. I think we’re well-positioned in a market where a lot of clients come to us. Obviously, BoConcept is an affordable, luxury brand, but I believe BoConcept offers solid strategies to continue targeting that market.”


As BoConcept continues to grow, Steen Knigge, the franchise’s director of U.S. marketing, says franchisees like Salamonovitz are critical to the brand’s success.


“We have always been keenly aware of the fact that BoConcept as a franchise is only as strong as its franchisees, so we are always looking for sophisticated, passionate entrepreneurs to help us expand into new markets, and that’s exactly what we have with Carlos,” Knigge said. “His stores throughout Mexico and Florida demonstrate exactly how successful this model is when run by someone who understands the system and knows how to execute. We know this is just the beginning for Carlos.”