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BOLD Furniture is Now BOLD+, Launching at NeoCon 2024

New brand will leverage its expanded and integrated capabilities to serve the contract furniture market

MUSKEGON, Mich. – May 22, 2024 – Bold Furniture, a furniture manufacturer primarily focused on custom and private label products for nearly 25 years, is taking the next step in its evolution by announcing today that it is now Bold+. The official brand unveiling will take place at their Chicago showroom at THE MART (#1078, 10th floor) during NeoCon, June 10-12, 2024.

Evolving from an established, highly respected manufacturing provider, BOLD+ is going to market with four distinct areas of expertise which create the Bold+ quadrant strategy:

  1. Bold First represents the company’s existing and future standard product lines available for selection and specification. This includes an array of modern and classic-designed workplace collections with products ranging from height-adjustable tables and workstations to storage solutions.
  2. Bold Studio is the company’s dedicated unit for enhancing, modifying, or adding customization to a standard product or a unique creation.
  3. Bold PVT Label represents a consolidation of the company’s OEM practice, creating product solutions designed to support customers’ specific private label needs.
  4. Bold Partners is a strategic alignment of several partnerships that bring greater support for customers across a variety of markets as well as the company’s philanthropic program.

As Bold Furniture grew and expanded, there became a need to better communicate its value proposition. The Bold+ brand now enables the organization to share its capabilities in an expressive and intuitive way. It also allows for easy brand expression across market segments while leveraging existing brand equity. The brand’s new identity is best expressed through its plus symbol, which conveys Bold+’s expanded capabilities and its ability to add more value for its customers. The new color scheme reflects a timeless, fresh palate and the Bold+ logo represents a more simplified, design-forward mark.

Bold+’s new website – – with enhanced tools, resources and inspiration for dealers, designers and other customers will be available on June 5.

“Bold+ is a true representation of how we’ve evolved and expanded over the years,” said Todd Folkert, owner and CEO. “It reflects our fully integrated approach, our modern design aesthetic, our expansive manufacturing capabilities, our forward-thinking vision and our customer-first mindset. We can’t wait for the industry to experience the Bold+ brand at NeoCon.”

2 – Bold+ Brand Launch

Bold+ has become a proven leader in manufacturing at its headquarters in Muskegon, Mich.  Along with its affiliated family of brands, Bold+ has access to nearly 1 million square feet of vertical manufacturing space. 

Additionally, through its partnerships and in-house capabilities, Bold+ now offers virtually unlimited powder coat color options, multiple finishes, and a wide selection of materials to deliver cutting-edge standard products, or to help customers achieve their custom or private label visions.

“Bold+ brings 25 years of contract furniture expertise and marries it with a vision for the future,” said Mike Kelley, CRO Sales + Design. “Our ability to create remarkable standard line workplace products, along with highly customized solutions, means we’re uniquely positioned to meet ‘the now,’ as well as ‘the next.’ For us, that’s what BOLD+ is all about.”

During NeoCon 2024, Bold+ will be showing several of its Bold First product lines. The brand will also launch its new Bold Select™ Collection, a revolutionary approach to post-pandemic workspace design. Crafted in partnership between noted industry designer Joey Ruiter and Bold+’s Kelley, Bold Select presents a streamlined kit of parts that marries the familiarity of traditional systems with the flexibility of modular design. Offering customization, personalization, technology and privacy options, its design allows for exceptional workspace planning, easy installation, greater energy savings through an innovative powder distribution source, and flexible scalability.

NeoCon attendees can learn more about Bold+ by visiting its showroom at THE MART, 10th floor, space 1078. Bold+ will be hosting a reception during NeoCon on Monday, June 10, starting at 4 p.m.

About Bold+:

Headquartered in Muskegon, Mich., Bold+ is a design-forward, vertically integrated manufacturer of commercial furniture products with a mission to add more value to every customer interaction. With the capability to manufacture product solutions for multiple markets, Bold+ serves its customers through its expertise-driven quadrant strategy: Bold First (standard product lines), Bold Studio (custom product solutions), Bold PVT Label (private label product creations) and Bold Partners (complementary partnerships with BOS Barcelona, Creative Wood, Air Master Systems, MS Metal and Multi-Lab). The brand maintains a permanent showroom at THE MART in Chicago, leverages nearly 1 million square feet of manufacturing space and employs more than 400 associates. More information is at

Media Contacts:

Matt Spaulding                                                             Libby Ferin

Spaulding Communications                                     Chief Marketing Officer        

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