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Elastron has announced the opening of a new showroom in Vietnam, a move the company considers strategic to strengthen its proximity to Asian markets and to the main global supply chains in the furniture sector.
In a statement sent to the press, the company emphasizes that Vietnam is emerging as a fast-growing industrial hub: “Vietnam has become a strategic hub for the global furniture industry, combining a rapidly developing domestic market with a strong export-oriented industrial base that serves brands and manufacturers worldwide. This dual role makes the country a key location for companies seeking to be closer to design, production, and international demand.”
For Elastron, this new space is not limited to a commercial function; it also works as a platform for connection, inspiration, and technical support aimed at manufacturers and partners seeking upholstery coating solutions.
In comments to T Jornal, the company explains that it expects a gradual impact from this investment in the medium to long term. “In the medium term, the goal is for the local presence to contribute to annual growth of around 7% to 9% in the business associated with the region, in line with the projected evolution of the Vietnamese furniture market. In the long term, the showroom strengthens Elastron’s Asia internationalization strategy. Being in Vietnam allows the company to closely follow one of the main global production platforms for sofas, chairs, armchairs, and other upholstered products, supporting manufacturers that export to Europe, America, and other markets.”
The company also stresses that its priority remains upholstered furniture, particularly in the residential and contract segments. “We see potential in hospitality, restaurants, corporate spaces, and interior design projects where materials must combine design, durability, and ease of maintenance.” Office and outdoor segments are also considered relevant, but at a later development stage.
Regarding market differences, Elastron highlights distinct customer expectations. In Europe, clients prioritize “aesthetic differentiation, certifications, technical specifications, and responsiveness to mature markets.” In Asia, the logic is more industrial, focused on “speed, consistency, availability, and close technical support.” In this sense, the company notes that “our adaptation has involved bringing the offer closer to the local customer,” ensuring a tighter alignment between production rhythms and export requirements.