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High End Furniture In Vietnam.

Updated: Sep 13, 2022

This month we had the pleasure to meet Christophe Tremeaux, Business Development Director at Hoang Nam Group, a brand which is conquering its sector with beautiful and perfectly made furniture.


I am Christophe Trémeaux, Business Development Director at Hoang Nam Group since 2017, a leading company in the distribution of furniture brands in Vietnam.

Graduated from the University of Orléans (France) in 1992, with a Master degree, my working experience has mainly been within the high-end distribution sector (Bon Marché - Paris, Lalique - London, Roche Bobois International – London, Manchester & Paris). In 1996 I indeed had the opportunity to relocate to the UK and I have been improving my commercial and managerial skills through different positions in different foreign countries ever since (London, Manchester, Shanghai, Ho Chi Minh city).

I met Mr. Nam, President of the Hoang Nam Group, at an international furniture & design fair in Paris in 2017. After sharing his vision of the market in Vietnam and expressing his wish to bring an expert on board of his company to help him bring some European furniture brands to his country I joined them for this exciting mission in December of the same year.

The company, created in 1975, was originally a small local factory making wooden furniture. With the social-economic boom of the late 80s in Vietnam they noticed an increasing demand for more comfortable and more qualitive products so the group decided to abandon production all together and focus exclusively on the distribution of furniture brands, initially from Asia and more globally later.

Nowadays we are the main leader in our sector in Vietnam and our large product selections cover all styles, from classic to contemporary, and also cater for all budgets, with entry and mid-level price tags to more high-end and luxury ones. We are very proud of our large network of over 60,000m2 of multi-brands retail space and we are located in the 4 major Vietnamese cities: Hanoi, Danang, Nha Trang and Ho Chi Minh city.

The mission of the Hoang Nam Group is simple yet ambitious and it mainly consists in offering our customers quality and style at the right price.

With regards to my role within the company and my mission to introduce high-end European furniture into Vietnam (Hanoi and Ho Chi Minh city only for the time being), we have now signed a number of long term and exclusive distribution partnerships in the form of franchise or license with some very prestigious and renown brands like Roche Bobois, Natuzzi Italia, Cattelan Italia, Living Divani, Vibieffe, FIAM, Gallotti & Radice, Barovier & Toso, Kartell and Baker (from the US).

Despite a very challenging past year caused by the COVID-19 pandemic we managed to sustain a similar results to 2019. This was achieved mostly thanks to the incredible response and management of the crisis by the Vietnamese government resulting in very little negative impact on our customers’ behaviours. We also saw a matching level of resilience with all our partnered brands in Europe who managed to adapt very quickly and therefore still presented New Collections throughout the year and kept a dynamic commercial activity, all necessary conditions to survive 2020!

The strategy for 2021 is :

1. To consolidate our existing partnerships by offering new retail space to some of our brands; for instance we will have for the Summer 2021 a new Natuzzi Italia gallery in Hanoi (about 600m2).

2. To bring on more « Made in Europe » luxury international products with a focus on lifestyle and accessories (lightings, table ware, decorative ornaments, etc.); we just started this January 2021 our collaboration with crystals DAUM in Ho Chi Minh city.

3. To intensify our marketing activities with more visibility and presence on social networks, specially Facebook, with more commercial events for our clients (the carpet month in May, Summer Sales in July, the leather month in September, …), and if possible the return of workshops for the Design community, also special VIP events for the launch of New Collections or new brands’ arrival (this March we will organize an event at the occasion of the KARTELL new shop-in-shop in HCM).

In summary the High-end and Luxury market of furniture and accessories have plenty of great years ahead in Vietnam. This is of course supported by a dynamic real estate sector, some new international trade agreements like the EVFTA implemented last August, the ongoing development of some Vietnamese regions with high economic potentials and most importantly the ever increasing appetite for European Design and Style.

Come and visit us:

HANOI: 17 To Huu, Tu Liem district

HCM: 10 Mai Chi Tho, An Loi ward, Sala, District 2

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