After 26 years, Everpia (HOSE: EVE) officially enters the Premium Segment with the launch of its first flagship space.

On the afternoon of September 5, Everpia JSC officially inaugurated its experiential space “The Bedroom” at 17 Song Hành, Ho Chi Minh City. Featuring modern architecture, a glass façade, and bright-toned interiors, this is the brand’s first Everon Flagship Space, launched as part of its ongoing brand repositioning strategy.

According to Mr. Lee Bang Hyun, Everpia’s representative, the company’s vision is to redefine the concept of the bedroom. “A bedroom is not just a place to arrange furniture,” he shared in his speech. “We believe it is a space for people to reconnect with themselves, their families, and life balance.”

Inside the space, areas are designed to be open so guests can interact directly with products. Instead of only displaying finished goods, Everon has dedicated sections where customers can touch and feel different fabric samples, helping them better understand the origins and properties of the materials. “We call this a Flagship ‘Space,’ not a ‘Store,’” Mr. Lee emphasized. “It is a gateway to the future - a journey to explore unlimited and boundless forms of the bedroom.”

The Ho Chi Minh City location marks the beginning of Everpia’s plan to expand its Flagship Space chain, with upcoming launches in Hanoi and Da Nang.

Everpia’s strategic shift is backed by market analysis. According to data from Mordor Intelligence, Vietnam’s home textile market reached approximately USD 2.88 billion in 2024 and is projected to hit USD 4 billion by 2029. The premium mattress segment alone is valued at nearly VND 9 trillion (~USD 359.5 million) in 2025, with ample room for growth.

Given the potential of the premium segment and the shift in consumer demand from seeking products to seeking experiences, investing in the Flagship Space model is considered a strategic move for Everpia to reach new customer segments and enhance its brand value.

To realize this strategy, Everpia continues its collaboration with Lenzing, the world’s leading producer of specialty wood-based fibers, which recorded revenue of EUR 2.66 billion in 2024. Lenzing supplies textiles under the TENCEL™ brand and nonwoven fabrics under the VEOCEL™ brand.

In Vietnam, Lenzing’s TENCEL™ brand has already gained strong presence in fashion through partnerships with local brands such as Coolmate, Canifa, and Aristino. Expanding into the home textile sector with a major partner like Everon highlights both the strategic importance and growth potential Lenzing sees in this market.

Everon’s new products will focus on using Lenzing’s TENCEL™ fibers, particularly Lyocell and Modal. According to technical documents, TENCEL™ Lyocell fibers feature a smooth surface, excellent moisture management that creates a dry environment unfavorable to bacterial growth, and are produced from wood pulp sourced from responsibly managed and certified forests (FSC®, PEFC™). The fibers are manufactured in a closed-loop process that recycles over 99% of the solvent used.

Complementing the use of sustainable materials, the foundation of Everpia’s product strategy is the Everon factory in Giang Điền Industrial Park. This facility is on track to achieve Net-Zero by 2030, with investments already made in rooftop solar power systems and circular wastewater treatment.

Source: Nhịp sống thị trường - CafeF