BoConcept might not be on the strip of expensive furniture and decor stores on King Street East, but their prices are comparable.
For $150 their store-hired interior decorators will come to your place to take measurements, and then give you their ideas and suggestions on how to furnish your digs (with BoConcept products of course). The $150 also goes towards your purchase.
I found their selection of fabrics and colours to be limiting. Their prices are pretty ritzy so those who are price-conscious should head to Ikea instead.
With that said, they do have a some pretty cool furniture, like sectionals that lock together magnetically to prevent the slip and slide effect (which is most likely to occur when you're at your drunkest).
Their interior decorators are relatively young, and in my opinion relatively inexperienced. Of course, you have to take that with a grain of salt as their ideas are only as good as the line of products carried by the store.