The main focus of the BoConcept strategy plan is profitable growth.

The growth is to materialise organically, partly through increased same-store-sales and partly through a substantial increase in the number of new BoConcept Brand Stores. The growth in the number of sales units is primarily to take place in existing markets with new as well as potential franchisees.

Increased profitability is to be obtained through sourcing, improved own-production, increased flexibility in distribution and warehouse-related costs and good marginal earnings on additional turnover.

As a result of the BoConcept production, sourcing and distribution strategy, the growth does not require capital. This is reflected in the company's capital structure, where target is to maintain a solvency ratio of 40-50%.