With nearly 20 years of experience in manufacturing, distributing, and exporting loose furniture for global project markets, D’FURNI Joint Stock Company has shared its strategic perspective on the domestic market, emerging consumer trends, and the adjustments it is making to enhance its competitiveness in Vietnam.
The Domestic Market After a Challenging Phase
According to D’FURNI’s representative, the past three years have been especially challenging for Vietnam’s furniture industry. The sector has been impacted by external factors such as limited cash flow, legal uncertainties in the real estate market, and adjustments to the Land Law and Housing Law.
In addition, international trade tensions and the rapid shift in consumer behavior have forced industry players to adapt with greater flexibility.
However, entering 2025, the domestic market is starting to show positive signs. While a full recovery has yet to materialize, D’FURNI considers the current trend of modest growth to be both promising and worth anticipating.
Consumers Take a 180-Degree Turn
Vietnamese consumer buying behavior has undergone a dramatic transformation. From traditionally relying on brick-and-mortar furniture stores, today’s shoppers – especially younger generations – are increasingly turning to e-commerce platforms like Shopee, TikTok, and Lazada. These platforms not only offer easier access but are also improving logistics for bulky product delivery.
According to D’FURNI, young consumers now base their purchasing decisions on three key criteria: a brand that aligns with their lifestyle, a high degree of personalization, and compatibility with their living spaces. This shift requires businesses to not only stay ahead of trends but also optimize costs to deliver products with outstanding value.
Strategic Transformation to Capture Emerging Trends
To adapt to these shifts, D’FURNI has established a dedicated market research department to continuously stay updated on the latest interior design trends. Product designs are now developed not only for project clients but also showcased in showrooms to cater to individual consumers.
The company is also pushing forward with green-certified products, targeting the demands of FDI customer groups. A quality control lab has been set up within the factory to conduct on-site product standard testing—particularly valuable for fast-track projects.
“For urgent projects, we invite clients to test products directly at the factory to ensure timelines and absolute peace of mind,” said Mr. Trinh Minh Huy, Marketing Director of D’FURNI.
In addition, D’FURNI is heavily investing in its team and digital infrastructure to support emerging retail channels, with a strong focus on dynamic young customers.
Enhancing Self-Reliance – Reducing Dependence on Imports
As both an exporter and a domestic manufacturer, D’FURNI has taken proactive steps toward localization from an early stage. Currently, around 60–70% of its raw materials are sourced locally. By investing in machinery and adopting domestically produced materials such as bent plywood and plastic, D’FURNI has enhanced its control over the supply chain while significantly reducing dependence on the Chinese market.
Gather Chair – From Amazon US to Vietnamese Consumers
One of D’FURNI’s key strategic products currently enjoying impressive sales is the Gather office chair. Previously available exclusively on Amazon U.S., the product is now being distributed in the domestic market, targeting recent graduates and mid-income professionals.
The Gather chair is ergonomically designed with a contoured backrest that supports the natural curve of the spine, high-quality foam cushioning, premium upholstery fabric, and a BIFMA-certified gas lift system. It comes with a 12-month warranty. Notably, the chair is compactly packaged and easy to assemble in a DIY format — perfectly aligned with modern consumer trends.
Expectations for VIBE 2025 Exhibition
As one of the partners who have accompanied VIBE since its inaugural edition, D’FURNI is returning in 2025 with high expectations. The company sees the VIBE exhibition as a valuable opportunity to expand its customer network, particularly with domestic and international partners interested in green-certified furniture solutions, modern design, and flexible products that align with current trends.
About D’FURNI
D’FURNI operates under a loose furniture business model with 20 years of experience in manufacturing, wholesale distribution, and global project export.
Global Contract Furniture Solutions by D’FURNI:
MANAGER – Office Furniture for Pioneers
O’FURNI – Furniture for Organizations United by Shared Goals and Team Spirit
HOME’FURNI – A Vibrant Online Furniture Supermarket
BESTUHL – 5-Star Office Chairs Imported from Korea – Global Standards, 5-Year Warranty. Exclusively Distributed in Vietnam by D’FURNI.
About VIBE
In 2025, VIBE will return from October 1st to 4th at the Saigon Exhibition and Convention Center (SECC) with double the scale — featuring over 700 booths and expecting to attract 15,000 visitors. Co-organized by HAWA and SACA – the two leading associations in the furniture and construction materials industries – the exhibition is also supported by the Vietnam Association of Architects, Ho Chi Minh City Association of Architects, Vietnam Interiors Association, and architect clubs from across the country. VIBE affirms its position as a premier and professional platform for Vietnam’s Architecture, Interior, and Construction industries through a series of exhibitions, specialized events, and B2D2C (Business-to-Designer-to-Consumer) networking activities.
Vietnam Interior and Build Exhibition – VIBE 2025
Email: [email protected]
Hotline: +84 96 696 57 47
Fanpage: VIBE – Vietnam Interior & Build Expo
