In late November, Fursys opened its first showroom in Ho Chi Minh City. The display area, designed as a functional workspace, showcases ergonomic desks and chairs, office furniture modules, and sofas. Kim Il Hwan, General Director of Fursys Vietnam, stated to VnExpress that the showroom represents a strategic step, initiating a long-term development plan for the Vietnamese market and allowing customers to directly experience furniture solutions before implementation.

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

Fursys has positioned Vietnam as a key market outside of South Korea, where the company has operated for over 40 years and currently holds a 67% share of the office furniture market. Company leadership believes that factors such as stable economic growth, a young population, the expansion of foreign direct investment enterprises, and the demand for upgraded work environments are driving a new growth cycle for the office furniture industry.

Young businesses require modern workspaces to attract talent, while multinational corporations seek consistent office quality across markets. "This is the right time to introduce a comprehensive solution model, common in South Korea, to Vietnam," Kim said.

According to Fursys, the main difference in the Vietnamese market lies in its purchasing structure. In South Korea or the US, businesses actively select furniture brands, prioritizing ergonomics, material safety, and durability. In Vietnam, design-build contractors often make decisions for most office projects. This frequently leads to the use of inexpensive, short-lifespan products lacking clear standards. Fursys leadership views this as a "structural issue" they aim to address by introducing ergonomic products, safe materials, and standardized operational processes to the market.

Fursys furniture products. Photo: Fursys

Alongside the showroom launch, the company is implementing a production expansion plan in Vietnam. Phase one of its factory in Nhon Trach, Dong Nai, is operational with about 450 employees, capable of producing one million sofas, chairs, and wood products annually. Phase two is scheduled to commence in December, covering an area of 80.000 m2 and increasing production capacity to two million products per year. The company plans to start phase three of the factory in 2028.

Upon completion of all three phases, the Fursys factory in Vietnam will employ 1.000 workers and feature a high degree of automation. A company representative stated that the production line applies quality control standards similar to the South Korean factory, holding international certifications such as BIFMA, ISO 9001, ISO 14001, and E0 material safety standards. Products from Vietnam will be distributed domestically and globally.

The company stated that the main goal of establishing a factory in Vietnam is to optimize costs while building regional production capacity. Fursys plans to build a development and product design team to suit the physique and work habits of Vietnamese people, while increasing the localization rate of materials following a sustainable roadmap. Some product lines will be researched, designed, and tested in Vietnam before export, rather than being fully imported from South Korea.

Ergonomic desk and chair products. Photo: Fursys

The group's leadership expects revenue from the Vietnam production complex to contribute 20-30% of total global revenue within the next five years.

Despite ambitious targets, a Fursys representative stated they are approaching the market cautiously. Lee Neung Ki, Business Development Manager, believes the biggest challenge lies in market perception, not competition. The brand, which holds a 67% market share in South Korean furniture and is a furniture partner for international events like APEC and G20, remains very new in Vietnam.

The company acknowledges the need for time to bridge the gap between actual product quality and brand recognition, especially in the premium office segment where customers prioritize technical standards and after-sales service. Alongside opening showrooms, Fursys is developing a consulting team and an on-site service system, committing to a 10-year warranty and 48-hour technical support for technical requests.

Fursys leadership affirmed that Vietnam was chosen not as a pilot market but as a long-term partner for the group. The company recognizes the potential of a market entering a quality upgrade phase, and its suitability for establishing a manufacturing hub for the Asian region.

"We expect to contribute to increasing modern office furniture options for domestic businesses, create new production capacity for the market, and raise industry standards in the long term," a company leader said.

Hoai Phuong