BoConcept Asia continues Expansion

1 min readUpdated Jun 4, 2025Jun 10, 201911:12 PM

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Furniture and homewares retailer BoConcept has opened new stores in three Asian countries in recent months as it continues to expand its footprint in the region.

The new stores are in Kyoto, Japan, Zhengzhou, China; and Ho Chi Minh City, Vietnam.

BoConcept already has about 300 stores in more than 65 countries and is seeking to more than double its network within the next few years.

The Kyoto store, which opened in March, is the brand’s 16th store in Japan and its 71st in Asia.

The Zhengzhou store, in Henan Province, marks its 24th in China and the Vietnamese stores it’s sixth in the market. Both opened last month.

The store is located in the suburb of Thao Dien, a popular area for expats.

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What this means

BoConcept’s targeted store openings in key Asian cities like Kyoto and Ho Chi Minh City represent a strategic commitment to high-growth markets, using its established presence of 71 stores across the region. This aggressive expansion, particularly in China and Japan, directly pressures rivals like Panpuri, which is also planning a 16-store Asian expansion. While some retailers like Oh!Some face store closures in Vietnam, BoConcept’s focus on expat-friendly locations mitigates risk by tapping into a resilient consumer base. This move suggests confidence in sustained demand for premium furniture, differentiating from broader market movements seen with Louis Vuitton’s selective closures. The next quarter's store count will indicate the pace of this ambitious global doubling target.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

Which specific Asian cities have seen new BoConcept store openings recently?

New BoConcept stores have opened in Kyoto, Japan; Zhengzhou, China; and Ho Chi Minh City, Vietnam. These additions are part of the brand's ongoing expansion across the Asian market.

How many stores does BoConcept now operate in Japan and Asia after the recent opening?

Following the recent opening, BoConcept now has 16 stores in Japan and its total network in Asia has reached 71 stores. This shows a significant presence in the region.

What is BoConcept's long-term goal for its global store network?

BoConcept aims to more than double its current network of approximately 300 stores in over 65 countries within the next few years. This indicates ambitious growth plans globally.

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