SAINT-GEORGES, Quebec – Boa-Franc, manufacturer of Mirage hardwood flooring, launched a rebranding campaign, formally adopting the name MIRAGE as its new corporate identity and introducing a new logo.

The company, which turns 40 next year, calls the switch to MIRAGE “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.” 

The company aims to expand sales, especially in the United States, by touting that its products are made in North America, Other brands, including Vintage Hardwood Flooring and Ten Oak Flooring, will also be promoted under the Mirage umbrella.

“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 are once again set ourselves apart from the competition.”