Boa-Franc Renames Corporation Brand as Mirage

Saint-Georges, Quebec, March 31, 2022-Boa-Franc, a manufacturer of Mirage hardwood flooring, has a new corporate image and a new name: Mirage.

The new identity marks a key moment in the history of a company, which continues to grow and innovate as it prepares to celebrate its 40th anniversary next year.

The Mirage hardwood flooring brand has earned widespread industry recognition. The new corporate identity of the same 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-to maintain and grow marketshare in Canada, but there is also a large opportunity for growth in the United States. Made and sold in North America is part of its market positioning and messaging.

“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. 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.”

“Boa-Franc” means hardwood in French; however, with business increasing in the U.S., it makes sense for the company to identify with a brand familiar in both French and English. In 2019, the company acquired Ten Oaks in Stuart, Virginia.

Listen to the interview with Pierre Thabet here.