HeleH, a Vietnamese lock brand, is enhancing its market position through a strategic international partnership and a commitment to Italian design principles. This collaboration, driven by brand ambassador Gian Paolo Vitale, focuses on integrating aesthetic appeal with robust functionality to meet evolving consumer demands in Vietnam and beyond.

Gian Paolo Vitale, an Italian architect, brings over 11 years of experience living and working in Vietnam. He previously owned his architecture firm in Italy for nearly a decade before moving to Shanghai. In 2014, he came to Hanoi after winning the National Library project and joined Finenco Architects Vietnam, where he currently serves as Chairman of the Board. He also acts as HeleH lock brand ambassador in Vietnam, collaborating with Huy Hoang to transfer Italian design standards and develop a long-term strategy for this premium lock brand.

Architect Gian Paolo Vitale at the launch event for Trend26+. *Photo: NVCC*

Vitale explains the essence of Italian design, renowned for its harmony between aesthetics and functionality. "Italy is where design is always linked to innovation. Many inventions, from the first eyeglasses and electric batteries to pianos and radios, originated here. In architecture, the spirit of innovation dates back to the Renaissance, when the most beautiful buildings and squares emerged, closely linking aesthetics with functionality. By the 1950s and 1960s, Italian-style design became an independent industry, contributing to the 'made in Italy' value across all manufacturing sectors," he states.

He emphasizes that for him, beauty transcends mere appearance. "A true design must possess aesthetics, functionality, use materials suitable for its purpose, and ensure user safety. We do not compromise aesthetics for durability or vice versa," Vitale adds. This philosophy is encapsulated in the HeleH lock brand's slogan, "Italian in Style - Security in Mind." A lock must offer good intrusion resistance, be meticulously finished, and durable over time. Aesthetics are important, but a lock must be trustworthy first.

From an Italian architect's perspective, Vitale sees significant opportunities for the lock industry in Vietnam. He arrived in Vietnam in 2014 with a passion for materials, noting a previous scarcity of important material types. In 2019, he established a company importing Italian materials, receiving positive feedback within months. This indicated that Vietnam was not a test market but a place with genuine demand. His decision to become HeleH brand ambassador and partner with Huy Hoang was informed by his understanding of Vietnamese culture and tastes, gained from over 11 years of living in the country.

Vitale's belief in the market stems from the rapid change in consumer preferences. "Previously, customers prioritized design and price. Now, they pay more attention to durability, origin, material quality, and are willing to pay for good products. They care about real value over appearance," he observes. This shift makes Vietnam suitable for HeleH products, a brand that emphasizes quality and appeals to discerning users who appreciate subtle differences.

The decision to partner with Huy Hoang was driven by a shared vision for co-creation. "We were not seeking a manufacturing unit, but a partner capable of co-creation. Huy Hoang met that requirement," Vitale explains. Huy Hoang possesses experience in manufacturing handle locks, a stable market, and continuously expanding scale. Their proactive approach to researching Italian design philosophy in Europe and multiple factory visits to learn processes and techniques demonstrated a serious commitment to collaboration. Vitale was particularly impressed with Huy Hoang's operational system, noting that its production standards are comparable to, and in some cases exceed, European benchmarks. Their management processes adhere to ISO 9001:2015, giving him the impression of working in a European facility.

HeleH lock models focus on product design and functionality. *Photo: Huy Hoang Lock*

HeleH differentiates itself in a crowded market where many Asian lock models appear similar. Vitale points out that while some brands excel at marketing, they often overlook crucial details like thickness, materials, or technical elements that enhance performance. HeleH stands out through its collaboration with an R&D team in Italy, comprising young designers from prestigious industrial schools. They continually update trends and research materials to develop new models, ensuring unique designs. Additionally, HeleH works with artisans and craftsmen to hand-finish surfaces and patterns, integrating artistic elements into functional items. While HeleH initially used only brass, its partnership with Huy Hoang has expanded material and design options to suit various architectural styles, all while maintaining core design standards.

The process of bringing a HeleH lock model from design in Italy to production in Vietnam involves rigorous control. Before mass production, each product line undergoes a strict quality control process consistent between Italy and Vietnam, adhering to European standards (BS EN). "This means that during technology transfer, we do not lower our standards. Any product bearing the HeleH name, regardless of the factory where it is produced, must meet the same set of technical and quality criteria," Vitale affirms.

Gian Paolo Vitale (in a white shirt) guides staff at Huy Hoang. *Photo: NVCC*

The collaboration between HeleH and Huy Hoang offers a dual benefit for the Vietnamese market and consumers. Huy Hoang, strong in many segments, had not deeply penetrated the premium customer group. By partnering with HeleH, they expand their market reach, from social housing to villas, and from homestays to 5-star hotels and resorts. Conversely, HeleH standards are applied to the entire production system, not just the premium line. Users across all price points gain access to products with consistent standards. This positive synergy provides the market with more genuinely quality choices, and Vietnam's lock industry gains a partnership capable of international competitiveness. When standards are elevated, the ultimate benefit goes to the customer.

Song Anh