Hardwood flooring maker Boa-Franc changes name to MIRAGE
June 6, 2022 | 3:16 pm CDT

Less than one year shy of its 40th anniversary, Boa-Franc has adopted the new name MIRAGE and unveiled a new logo.

SAINT-GEORGES, Quebec – Boa-Franc, manufacturer of Mirage hardwood flooring, launched a rebranding campaign, formally adopting the name MIRAGE as its new corporate identity and introducing a new logo.

The company, which turns 40 next year, calls the switch to MIRAGE “a logical choice, 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 company aims to expand sales, especially in the United States, by touting that its products are made in North America, Other brands, including Vintage Hardwood Flooring and Ten Oak Flooring, will also be promoted under the Mirage umbrella.

“Since starting our company as a little workshop with three people nearly 40 years ago, we have grown to become 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 are once again set ourselves apart from the competition.”

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Rich Christianson | President/Owner/C-Level

Rich Christianson is the owner of Richson Media LLC, a Chicago-based communications firm focused on the industrial woodworking sector. Rich is the former long-time editorial director and associate publisher of Woodworking Network. During his nearly 35-year career, Rich has toured more than 250 woodworking operations throughout North America, Europe and Asia and has written extensively on woodworking technology, design and supply trends. He has also directed and promoted dozens of woodworking trade shows, conferences and seminars including the Cabinets & Closets Conference & Expo and the Woodworking Machinery & Supply Conference & Expo, Canada’s largest woodworking show.