Boa-Franc, the manufacturer of Mirage hardwood flooring, has a new corporate image and a new name: MIRAGE.

As the company prepares to celebrate its 40th anniversary next year, the new identity marks a key moment in the history of a company that continues to grow and innovate. The switch to MIRAGE was 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.

In capturing the company’s modern appeal, strength, and sustainability, and fostering greater brand recognition in North America, 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’s values and priorities remain the same, with a goal of maintaining and growing Mirage's market share in Canada. However, there is also a significant 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 the brand's market positioning and messaging to its potential consumers.

“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 want to continue to innovate and to be recognized for what we do best in the industry. 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. 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 set ourselves apart from the competition.”