Quebec-based Boa-Franc Rebrands Corporate Image

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

The update marks a key moment in the company’s history as it prepares to celebrate its 40th anniversary next year.

“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,” says Mirage 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.”

The switch to Mirage was a logical choice, says the company, given the brand has earned widespread industry recognition for its quality and excellence. 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 says its goal is to maintain and grow its market share in Canada, but there is also a large opportunity for growth in the United States.

“Our new name will resonate beyond Canada’s borders and will certainly help us grow,” says Thabet. “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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