Announcement of BoConcept Executives' trading with securities In accordance with section 28 a of the Danish Securities Trading Act, BoConcept Holding A/S is required to publish information regarding trading in BoConcept Holding A/S shares and securities by Executives and persons closely associated with an Executive. The statement is based on a report which BoConcept Holding A/S has received from one of the Executives on 7 July 2010. Name: Viggo Mølholm Reason: President & CEO of the company Issuer: BoConcept Holding A/S ISIN: DK0060050201 Designation: Shares Nature of transaction: Purchase Trading date: 07.07.2010 Market: NASDAQ OMX Copenhagen Number: 1,325 Market price DKK: DKK 247,900 Herning, 8 July 2010