Saint-Georges, Quebec—Boa-Franc, the manufacturer of Mirage hardwood flooring, has a new corporate image and a new name: Mirage. According to the company, the new identity marks a key moment in the history of a company that continues to grow and innovate as it prepares to celebrate its 40th anniversary next year. The switch to Mirage was a logical choice, the company said, both as a tribute to its dynamism, dedicated employees and high-quality products and as a strong way to promote its hardwood flooring brands throughout North America.
“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 Pierre Thabet, Mirage president. “With our new corporate image, we want to continue to innovate and be recognized for what we do best in the industry.”
In capturing the company’s modern appeal, strength and sustainability and fostering greater brand recognition in North America, the company said the corporate name change was the obvious next move. The Mirage hardwood flooring brand has earned widespread industry recognition for its quality and excellence. The new corporate identity of the same name will be used to proudly promote the company’s other wood flooring brands, such as Vintage Hardwood Flooring and Ten Oaks Flooring.
The company said its values and priorities remain the same. The company said 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. Passion, respect, integrity and innovation remain central to the company’s management philosophy. Made and sold in North America is part of its market positioning and messaging to its potential consumers.
“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,” Thabet added. “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.”