Boa rebrands to focus on consumers

Denver's Boa Technology, the company behind an innovative closure mechanism originally designed to replace laces in snowboard boots, has launched a new site and logo design to focus more directly on consumers. The company had focused first and foremost as a business-to-business company but is now moving to focus on consumer marketing and education. 

The company's closure systems can replace everything from traditional shoelaces, to closure mechanisms for casts, prostheses and ski boots. It had primarily offered its products directly to manufacturers but now it's focusing on brand awareness, consumer marketing and education. As part of the effort, the company launched a new site, TheBoaSystem.com.

"With the re-brand, Boa is shifting focus to speak more directly to consumers rather than B2B, and in the last year, Boa has seen a good amount of growth in the brand and marketing teams in preparation for the change in approach and re-brand," says Casey Raymer, a spokesperson for the company. "The Boa global HQ will continue to operate out of its Denver office in the RiNo neighborhood."

The company will move into a larger space at TAXI in RiNo in late 2017 or early 2018, Raymer adds. She explains the new space will be better suited to the company's current needs and planned growth.

Contact Confluence Denver Innovation & Jobs News Editor Chris Meehan with tips and leads for future stories at chris@confluence-denver.com.