New Store: Danish Furniture Brand Expands To East Bay

BERKELEY, CA — At a time when so many businesses have permanently closed because of the coronavirus pandemic, Søren Krogh-Jensen is busy planning his third Bay Area BoConcept store.

Krogh-Jensen opened the luxury Danish furniture brand sites in San Francisco in 2008 and in San Jose in 2015. Next up — Berkeley.

The Berkeley store will be BoConcept's first Digital Experience Concept Store in America. It will allow customers to interact and customize furniture and learn about the Interior Design Service. It is meant to bring personal style and Danish design to life.

Danish furniture is prized for its clean lines and high quality. The Danish Hygge movement, a sensibility of coziness and contentment, is embraced in home interiors.

Krogh-Jensen is a native of Denmark who has been an enthusiastic ambassador for BoConcept since graduating from college 23 years ago. He opened the brand's first U.S. store in 1999, in New Jersey, and then set his sites on the United Arab Emirates. By 2007 he was ready to come back to the U.S. and selected San Francisco — the Bay Area — for its growth potential.

With Bay Area residents working from home for almost a year, making our homes more comfortable and inviting is a priority for many. According to the BoConcept website, design consultants will help you "co-create your dream space."

The new store is at 1731 4th Street in Berkeley and will open on Feb. 11.