The grand opening of Everon’s Flagship Space in Ho Chi Minh City
On the afternoon of September 5th, Everpia Corporation officially inaugurated its experiential space, “The Bedroom,” located at 17 Song Hanh in Ho Chi Minh City. With its modern architecture, glass facade, and bright interior, this is Everon’s first Flagship Space, launched as the company embarks on a brand repositioning journey.
According to Mr. Lee Bang Hyun, representing Everpia, the company’s vision is to redefine the concept of the bedroom. “The bedroom is not just about arranging furniture,” Mr. Lee shared in his speech, “We believe it is also a space for individuals to reconnect with themselves, their families, and find balance in their lives.”
Mr. Lee Bang Hyun, Everpia representative, speaking at the event
Inside the space, areas are designed with an open concept to allow guests to interact directly with the products. Instead of merely displaying finished products, Everon dedicates a separate area for customers to touch and feel different materials, providing a deeper understanding of the products’ origins and characteristics. “We call it a Flagship ‘Space,’ not a ‘Store,'” emphasized Mr. Lee. “This is a gateway to the future—an exploration of infinite possibilities for the bedroom.”
The Ho Chi Minh City space marks the beginning of Everpia’s plan to expand its Flagship Space chain. The company intends to bring this model to other major cities such as Hanoi and Danang in the near future.
Everpia’s strategic shift is based on market analysis. According to data from Mordor Intelligence, Vietnam’s home textile market reached a size of
2.88 billion USD
in 2024 and is projected to reach
4 billion USD
by 2029. Specifically, the premium mattress segment is expected to reach nearly 9 trillion VND (equivalent to 359.5 million USD) in 2025, with significant room for growth.
Given the potential of the premium segment and the shift in consumer demands from product-focused to experience-driven, investing in the Flagship Space model is a strategic move for Everpia to attract new customers and enhance its brand value.
To materialize this orientation, Everpia continues its collaboration with Lenzing, a global leader in producing special fibers from wood, with a revenue of
2.66 billion EUR
in 2024. The company supplies fibers to the textile industry under the TENCEL™ brand and to the nonwoven fabric industry under the VEOCEL™ brand.
Mr. Ankur Shrimali, Technical Commercial Manager of Lenzing, at the event
In Vietnam, Lenzing’s TENCEL™ brand has established a strong presence in the fashion industry through collaborations with renowned brands such as Coolmate, Canifa, and Aristino. The expansion of this partnership into the home textile sector with a large-scale partner like Everon underscores the strategic importance and growth potential that Lenzing recognizes in this market.
Everon’s new products will predominantly feature Lenzing’s TENCEL™ fibers, particularly the Lyocell and Modal lines. According to technical specifications, TENCEL™ Lyocell fibers offer a soft surface, efficient moisture management, and create a dry environment that discourages bacterial growth. The fibers are produced from wood pulp sourced from sustainably managed and certified forests (FSC®, PEFC™) using a closed-loop process that recycles over 99% of solvents.
Alongside the use of sustainable materials, Everon’s product strategy is underpinned by its factory in Giang Dien Industrial Park. This factory, which the company operates with a Net-Zero goal by 2030, features investments in rooftop solar power systems and wastewater recycling systems.
A New Chapter in Everpia’s Brand Expansion Strategy
Once a traditional bedding brand, Everpia has unveiled its new direction as a ‘Living Space Creator’, marking this transition with the opening of an experiential space in Ho Chi Minh City.
