Bolia is a Danish-owned furniture chain, which was established in the year 2000. It started out as a pure online store, but later came its own stores and retailers. Today, Bolia's designer furniture can be purchased in more than 50 countries.
Bolia, along with its competitors, was hit very hard by the financial crisis back in 2008-09. Both sales and bottom line collapsed. Competitors' response to the situation was higher discounts and lower retail prices. Bolia believed in the value of building a strong brand position as the way to maintain a price premium and thus higher profits and bottom line. They chose to stick to the concept of New Scandinavian Design. And developing it further meant that Bolia and their designer furniture became a way of expressing their own identity. Bolia was popularly positioned as a fashion brand while competitors continued with their now-can-you-get-even-higher-discounts strategy.
On the media side, magazines and newspapers were phased out in the years 2010 to 2016. Communicating in moving images once again proved to be the best way to tell the story that New Scandinavian Design is a way of expressing one's own identity and personality. The media plan ended with TV as the primary media combined with digital media platforms such as display, search and social media. Bolia has experienced progress on all relevant brand parameters in the years 2010 to 2016, and today the brand is associated with both design and quality. And not least quality, which is worth paying more for.
Bolia has seen a price increase after inflation of more than 26 percent in the period from 2010 to 2016. The number of visitors to Bolia.com has more than doubled during the period. The same has happened for Bolia's physical stores.
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A Marketer's Guide published by the VAB (USA)