At the end of November, Fursys opened its first showroom in Ho Chi Minh City. The showroom is designed as a workspace, showcasing ergonomic desks and chairs, modular office furniture, sofas, and more. (In an interview with...) According to VnExpress , Mr. Kim Il Hwan, General Director of Fursys Vietnam, said that the showroom is a strategic step, marking the beginning of a long-term development plan in the Vietnamese market, and also a place for customers to directly experience interior design solutions before they are put into operation.

Mr. Kim Il Hwan, General Director of Fursys Vietnam, introduces the products. Photo: Fursys

Along with the showroom launch, the company is implementing a plan to expand production in Vietnam. Phase 1 of the factory in Nhon Trach, Dong Nai, is already operational with approximately 450 employees and a production capacity of about one million sofas, chairs, and wood products per year. Phase 2 is expected to begin construction in December with a floor area of ​​80,000 m2, increasing production capacity to two million products per year. Looking further ahead, the company plans to begin construction of phase three of the factory in 2028.

Upon completion of all three phases, the Fursys factory in Vietnam will employ 1,000 workers and boast a high level of automation. A company representative stated that the production line applies the same quality control standards as the factory in South Korea, with international certifications such as BIFMA, ISO 9001, ISO 14001, and the E0 material safety standard. Products from Vietnam are distributed domestically and globally.

The company stated that the biggest goal of establishing a factory in Vietnam is to optimize costs while simultaneously building regional production capacity. Fursys plans to develop and design products suitable for the physical characteristics and work habits of Vietnamese people, while increasing the localization rate of materials according to a sustainable roadmap. Some product lines will be researched, designed, and tested in Vietnam before export, instead of being entirely imported from South Korea.

Ergonomic tables and chairs. Photo: Fursys

The group's leaders expect revenue from the Vietnamese manufacturing complex to contribute 20-30% of total global revenue in the next five years.

Despite ambitious goals, Fursys representatives stated they are approaching the market cautiously. Lee Neung Ki, Business Development Manager, believes the biggest challenge lies not in competition but in market perception. The brand holds 67% of the Korean furniture market share and is a furniture partner for many international events such as APEC and G20, yet it remains relatively new in Vietnam.

The company stated that it needs time to bridge the gap between actual quality and brand recognition, especially in the high-end office segment – ​​where customers prioritize technical standards and after-sales service. Alongside opening showrooms, Fursys is developing a team of consultants and an on-site service system with a commitment to a 10-year warranty and support within 48 hours for technical requests.

Fursys leaders affirmed that Vietnam was chosen not as a pilot market, but as a place where the group wants to have a long-term partnership. The company sees the potential of a market entering a phase of quality upgrading, and one that is suitable for forming a manufacturing hub for the Asian region.

"We expect to contribute to increasing the choices of modern office furniture for domestic businesses, creating new production capacity for the market and raising industry standards in the long term," said the unit's leader.

Source: VnExpress