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, beds, 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 furnishings, contributing to a market worth nearly 100,000 billion dong.

The Middle Class and Aesthetic Evolution
The growth of the middle class in Vietnam has influenced consumer aesthetics and demand. Customers now view furniture as an expression of lifestyle and sophisticated taste. In 2018, Vietnam imported nearly $500 million USD worth of furniture, a figure expected to rise in subsequent years.

Market Segmentation and Purchasing Trends
Eric Dinh, Marketing Director of Dongsuh Furniture, shared that the middle and high-end product segments have a wide price range, from tens of million to nearly 400 million dong per product. The segment below 50 million VND accounts for 40% of the company’s sales. However, he also pointed out that many products in the market are overpriced, sometimes by 3 to 5 times their actual value.

The Online Furniture Revolution
Dongsuh Furniture is pioneering the online furniture sales model in Vietnam, aiming to make luxury furniture accessible at affordable costs. This approach is expected to revolutionize the Vietnamese furniture market, especially with the rise of IoT and e-commerce platforms.

Expansion Plans
Dongsuh Furniture plans to open three more production factories and two additional stores in Ho Chi Minh City and Hanoi in the fourth quarter of the year. Over the next five years, the company aims to open 15-20 furniture stores in Vietnam, positioning the country as a hub for exploring the ASEAN market.

The Untapped Potential of Vietnam’s Domestic Furniture Market
A Global Leader in Furniture Exports
Vietnam is a leading player in the global furniture export market, ranking first in Southeast Asia, second in Asia, and fourth worldwide. In 2015, Vietnam’s furniture export turnover to the European market reached $7.2 billion, with an additional $1.7 billion from home decor items. The industry is projected to grow at a rate of 9.4% annually.
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The Domestic Market: A Playground for Imports
Despite its export success, Vietnam’s domestic furniture market is predominantly import-driven, with products mainly originating from China, Malaysia, and Thailand. The domestic consumption of wooden products, although significant, has not received adequate attention.

The Challenge of Domestic Consumption
A report by the Ministry of Agriculture and Rural Development highlighted that the domestic market, with a consumption of 90 million people estimated at $1-2 billion USD annually, is underexploited. This is partly due to incorrect product pricing, which causes hesitation among consumers, despite the generally good quality of Vietnamese furniture.

The Domestic Market’s Share
Statistics indicate that Vietnam’s domestic wooden furniture market accounts for about one-third of its export turnover. With an average GDP growth rate of 6% per year and the development of construction and real estate sectors, household income and spending on interior furnishings are expected to increase.

By Haadi