The Allure of High-End Furniture in Vietnam

South Korean Luxury Brands Make Their Mark

In July 2019, Dongsuh Furniture, a South Korean luxury furniture brand, made a significant entry into the Vietnamese market by opening two large factories in Binh Duong, covering over 10,000 square meters. The company’s product range includes leather sofas, sofa tea tables, wooden TV shelves, l, modern dressing tables, wooden wardrobes, and dining sets. Mr. PARK YOUNGNAM, the Managing Director of Dongsuh Furniture in Vietnam, highlighted the strategic importance of the Vietnamese market, which led to the brand’s early entry after successful ventures in China and Japan.


King Mattress and Amando: A High-End Collaboration

The market’s potential also attracted King Mattress, backed by the American mattress giant Casper, to introduce the Amando high-end mattresses in Vietnam. The brand is currently in talks to collaborate with Dongsuh Furniture for distribution in the country.

A Competitive Landscape

Vietnam’s furniture market is bustling with thousands of businesses, with the high-end segment featuring prominent names like Pho Xinh, Nha Vui, and Index Living Mall. These brands are drawn to the Vietnamese market due to the significant opportunities it presents.

Real Demand and Purchasing Power in the Furniture Industry

Per Capita Consumption Insights

Data from the Ho Chi Minh City Association of Fine Arts and Wood Processing (HAWA) indicates that the average furniture consumption demand in Vietnam is $21 USD per person per year. In 2018, the domestic wooden furniture consumption reached approximately $4 billion USD.

The Impact of Real Estate Development

Mr. Phan Dang Chuong, Deputy General Director of ERNST & Young Vietnam Limited, noted that the past five years have seen the emergence of 400,000 – 500,000 townhouses and high-class apartments in Vietnam. Each apartment typically invests 1-2 hundred million dong in interior fu

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