BOA-FRANC INC.

What BOA-FRANC INC. does

Boa-Franc Inc., operating commercially as Boa-Franc G.P. and through the MIRAGE GROUP umbrella, designs and manufactures prefinished solid and engineered hardwood flooring. The company is headquartered at 1255, 98th Street, Saint-Georges, Quebec, Canada, and has operated under the leadership of the Thabet family since its founding in 1983, with Jean-Pierre Thabet appointed President and Chief Executive Officer on October 27, 2025. It sells under five brands — Mirage (flagship), Vintage, Ten Oaks, Alexandra (acquired November 2022 via Parquets Alexandra), and Opulence — and markets across the United States and Canada.

The product portfolio spans solid 3/4-inch hardwood, multi-layer engineered flooring built on the TruBalance platform, and the glueless Mirage Lock system whose HDF core uses 100% post-industrial recycled fiber. Finishes are the primary proprietary moat: Nanolinx is a registered cross-linked nanoparticle system (introduced 2006), complemented by DuraMatt, Cashmere, and UV Protection technologies. The company runs two manufacturing plants in Saint-Georges, introduces 20+ new products per year, and holds certifications including CARB Phase 1 (formaldehyde), Lacey Act compliance (legal harvest), LEED-eligible recycled content, and a hypoallergenic finish designation.

The business model is single-tier channel: products are sold exclusively through an authorized network of trained distributors and qualified dealers in North America; purchasing via the internet voids the manufacturer warranty, eliminating direct-to-consumer and marketplace channels. Pricing is set by dealers (not publicly disclosed); the manufacturer drives demand and pulls volume through seasonal rebates (e.g., $0.50/sq.ft. Spring 2026), trade shows (Surfaces, Vancouver Home + Interior Design Show), a Pro Zone for architects and designers with 3D textures from Lightbeans, the Roomvo-powered InstaVu visualizer, and consumer contests. Primary end customers are residential homeowners via dealers, with secondary segments in commercial spaces and design / specifier channels.

Name

BOA-FRANC INC.

Legal name

Boa-Franc G.P.

Website

https://miragefloors.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Boa-Franc Inc. (MIRAGE GROUP) is a Canadian manufacturer of prefinished solid and engineered hardwood flooring, sold exclusively through an authorized dealer network across the US and Canada under the Mirage, Vintage, Ten Oaks, Alexandra, and Opulence brands.

Ownership category

akta.pro rank

Product category

Hardwood Flooring

NAICS

Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371)

SIC

Lumber & Wood Products (No Furniture) (2400)

akta.pro primary industry

Hardwood Flooring Retail (CRAIAGAB)

akta.pro secondary industry

Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI)

Keywords

• Prefinished hardwood flooring
• Engineered wood flooring
• Solid hardwood flooring
• Hardwood floor manufacturing
• Authorized flooring dealers

Headquarters

HQ city

Saint-georges

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hardwood Flooring Products: One-time sale of prefinished hardwood flooring products including solid wood, engineered flooring, and Mirage Lock glueless engineered products. Sold exclusively through authorized dealers with professional installation services bundled by dealers.
2. Maintenance and Repair Products: Sale of specialized maintenance and repair products for hardwood flooring including cleaners and care essentials.
3. Moldings and Accessories: Sale of matching hardwood moldings and staircase components crafted to match flooring products for seamless installation.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Boa-Franc (operating as Mirage Floors under MIRAGE GROUP) designs and manufactures prefinished solid and engineered hardwood flooring across brands including Mirage, Vintage, Ten Oaks, Alexandra, and Opulence. The company offers flooring in multiple wood species, colors, collections, patterns, and proprietary finishes (Nanolinx, TruBalance, DuraMatt, Cashmere), along with matching moldings, stair components, and maintenance products. Products are sold exclusively through an authorized network of distributors and qualified dealers across North America.

Product overview

Mirage Floors, manufactured by Boa-Franc (MIRAGE GROUP), is a premium prefinished hardwood flooring company offering a comprehensive portfolio of flooring solutions across five brands: Mirage (primary brand), Vintage, Ten Oaks, Alexandra Hardwood, and Opulence. The product lineup includes solid hardwood flooring (3/4 inch thick, nail/staple installation), engineered hardwood flooring (multi-layer construction with TruBalance technology), and glueless engineered flooring (Mirage Lock with recycled HDF core). Each brand offers multiple collections (Bluum, DreamVille, Escape, Sweet Memories, Admiration, Muse, Flair, Alive) featuring various wood species (Oak, Maple, Hickory, Walnut, Red Oak, White Oak), colors, textures (brushed, distressed, smooth), finishes (DuraMatt, Cashmere, Semi-Gloss, Nanolinx nanotechnology finish), and patterns (straight, herringbone, chevron). The company also provides complementary products including moldings, stair components, and maintenance products. A digital floor visualizer (InstaVu powered by Roomvo) enables customer visualization. Products are sold exclusively through an authorized network of distributors and dealers and are entirely designed and manufactured in North America.

Differentiator

Problem solved

Functional benefit

Brands

• Bluum: A hardwood flooring collection featuring refined aesthetics and contemporary design.
• Blanc
• Muse
• DreamVille
• Lively
• Escape
• Admiration
• Sweet Memories
• Autumn
• Natural
• Elemental
• InstaVu

Products and services

• Mirage Solid Hardwood Flooring 3/4 inch (19 mm) thick prefinished solid hardwood flooring designed to be nailed or stapled down over a wood subfloor, offered in multiple species, colors, and finishes under the Mirage brand.
• Mirage Engineered Hardwood Flooring Multi-layer engineered prefinished hardwood flooring built on the TruBalance platform for enhanced dimensional stability and performance, suitable for a variety of residential and commercial environments.
• Mirage Lock Glueless Engineered Flooring Glueless engineered flooring with an HDF core containing 100% post-industrial recycled fiber and a tension-free locking system. Hypoallergenic finish with no VOCs or formaldehyde, using approximately six times less hardwood than a conventional 3/4" solid board.
• Moldings and Stair Components Matching hardwood moldings and staircase components crafted to match the exact color, texture, and finish of Mirage wood flooring for seamless installation.
• Maintenance and Repair Products Specialized hardwood flooring maintenance products, including Klean wood floor cleaner, designed to preserve the look, feel, and longevity of Mirage wood flooring.
• Bluum Collection A new hardwood flooring collection launched in 2026 featuring refined aesthetics, contemporary design, and natural warmth intended for thoughtfully designed spaces.

Quantifiable outcome

• Named #1 hardwood flooring manufacturer for 5+ consecutive years by Floor Covering News Award of Excellence
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

One partnership is on record.

• Authorized Distributor and Dealer NetworkcoreChannel Partner/ Reseller/ DistributorExclusive distribution partnership with an authorized network of trained distributors and qualified dealers across North America. Dealers provide expert guidance, technical support, and professional installation services. This network is essential to MIRAGE GROUP's business model and commitment to delivering exceptional quality and superior customer experience.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Hallmark Floors: US specialty hardwood manufacturer focused on prefinished engineered and solid flooring, distributed through independent dealers. Highly comparable to Mirage in product positioning and channel approach.
• Mullican Flooring: US manufacturer of prefinished solid and engineered hardwood flooring with a comparable specialty-dealer distribution model. Direct competitor in the premium and mid-premium hardwood tiers.
• Somerset Hardwood Flooring: US-based manufacturer of solid and engineered prefinished hardwood sold through specialty dealers. Comparable in scale, channel strategy, and product breadth to Mirage.
• Lauzon Distinctive Hardwood Flooring: Canadian premium hardwood flooring manufacturer based in Quebec, also family-owned. Closest direct comparable to Boa-Franc in product, geography, channel model, and premium positioning.

Broad incumbents

• Shaw Industries: Largest North American flooring manufacturer (owned by Berkshire Hathaway), offering hardwood alongside broad categories (carpet, tile, resilient). Comparable as a major competing hardwood producer with national distribution, though far broader in scope than Mirage.
• Mannington Mills: Privately held US manufacturer of hardwood, laminate, vinyl, and commercial flooring. Competes directly with Mirage in prefinished hardwood through specialty dealers and shares a similar channel strategy.
• Bruce Hardwood Floors: One of the most recognized hardwood flooring brands in North America (owned by AHF Products). Directly competes with Mirage on solid and engineered prefinished hardwood in the dealer and home-center channels.
• Mohawk Industries: Global flooring leader offering hardwood under multiple brands (Karastan, Mohawk). Directly competes in prefinished hardwood and shares the dealer-channel distribution model, but operates at substantially greater scale across many categories.

Emerging players

• Provenza Floors: US-based premium hardwood and waterproof flooring brand emphasizing design-forward collections distributed through specialty dealers. Direct competitor in the premium hardwood tier with stronger design-led and digital marketing emphasis.

Regional players

• Kährs Group: Swedish hardwood flooring pioneer (inventor of engineered wood flooring) with global presence. Comparable in engineered hardwood technology and premium positioning, but primarily serves European and select Asian markets rather than directly competing in North America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/miragefloors
• YouTubeyoutube.com/user/MirageFloors
• Facebookfacebook.com/miragefloors
• LinkedInlinkedin.com/company/world-hardwood-floors
• Instagraminstagram.com/miragefloors
• Pinterestpinterest.ca/miragefloors

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BOA-FRANC INC.