Boa-Franc Rebrands as Mirage

Boa-Franc, the manufacturer of Mirage hardwood flooring, announced that the company has a new corporate image and a new name: MIRAGE. 

The company shared that the new identity marks a key moment in the company’s history as it prepares to celebrate its 40th anniversary next year. The switch to MIRAGE was made both as a tribute to the company’s dynamism, dedicated employees, and high-quality products and as a strong way to promote its hardwood flooring brands throughout North America. 

The Mirage name will be used to promote the company’s other wood flooring brands, such as Vintage Hardwood Flooring and Ten Oaks Flooring. The company’s values and priorities remain the same. Its goal is to maintain and grow market share in Canada and grow market share in the United States. Made and sold in North America is part of the company’s market positioning and messaging to potential consumers. 

“Since our company started nearly 40 years ago as a little workshop with three people, we have grown to be North America’s most reputable hardwood flooring manufacturer, with a workforce of nearly 700 employees and over 1,200 retailers across North America, in addition to being an employer of choice,” said company president Pierre Thabet.

“With our new corporate image, we want to continue to innovate and be recognized for what we do best in the industry,” added Thabet. “Our dedicated employees will continue to provide our partners and suppliers with the best possible service and will uphold the same values and the same commitment to our community. Our new name will resonate beyond Canada’s borders and will certainly help us grow. Our day-to-day operations will continue to be guided by a belief in sustainable development to meet the needs of current generations without jeopardizing those of future generations. With our new corporate image, we are once again setting ourselves apart from the competition.” 

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