Henrik Pontoppidan, Director of S2U Design, talks about traditional wooden furniture and how it’s back on the agenda.
A Familiar Journey, A Fresh Opportunity
As I navigate the usual morning traffic in Saigon, I’m on my way to meet a new set of factories and their managers. Even after more than 15 years of designing, developing and sourcing furniture in Vietnam, I find value in every new introduction – especially when the agenda is to present new designs directly to senior decision-makers and the team of engineers.
I arrive prepared – with full 3D models and detailed production drawings tailored to the client’s brief. These are not just design proposals – they are cost-saving frameworks. They show how we can produce a better piece: Better quality, more efficient to manufacture, more functional, and – crucially – more cost-effective. I do this in person to ensure clarity around target prices from the outset. When the right people in the factory see how the designs support the target prices, it removes the usual hesitation and helps get the project moving.
From Model to Market
One of the more satisfying parts of this job is when a factory successfully transforms a 3D model into a finished sample, featuring exactly what was intended. That’s when everything we’ve planned comes together – quality, cost, production flow, appearance, functionality, and lead-time feasibility. That sample becomes the starting point for commercial success.
Why the UK Market Is Turning Back
Interestingly – and very pleasingly – a growing share of recent inquiries are from the UK market, and more specifically for traditional wooden furniture. It’s the product category I know the best, and one that had been in gradual decline for some time. But something has changed. In the past 6–12 months, demand signals have picked up.
There may be a few reasons behind this shift.
Market Shake-up and Strategic Reassessment
First, a dominating and leading B2B player from this category in the UK has disappeared (you probably know which company I am referring to) and this has left a gap to fill for both Vietnamese manufacturers, and UK Furniture Buyers. This appears to have prompted several retailers – previously dependent on such suppliers – to reconsider their sourcing strategies. Many are now exploring direct import and development in a more strategic fashion.
Shipping Costs and Currency Movements
Second, container freight rates for built-up furniture have become manageable again. Traditional ready assembled UK-style furniture is not the most shipping-efficient product, so this has a meaningful impact on landed cost.
Third, the GBP has recently strengthened against the USD, improving import conditions from Vietnam. It’s not dramatic, but it does contribute positively to margin calculations.
Better Capabilities, Closer Supply Chains
Fourth, the Vietnamese manufacturing environment has matured significantly. Finishing quality, manufacturing precision, and supply chain integration have all improved. Hardware and ancillary components that previously had to be imported from China are now more widely available made in Vietnam – helping to reduce lead times and make the development process more consistent.
New Openness from Top Manufacturers
Additionally, factory capacity – which used to be a serious constraint, especially among the more capable manufacturers – is now more available. The tariff-driven downturn in US demand has prompted many Vietnamese factories to seek new, stable business relationships. They’re more open than before to strategic partnerships – especially those involving buyers who take a long-term view.
What I Can Offer
In short, the timing is favourable. If you’re in the UK and looking to re-engage with the traditional wooden furniture category, or if you’re looking for a way to streamline your development and sourcing setup, Vietnam should be part of the conversation. And because I have become very active in this sector again, I am up-to-speed and can jump straight on your project.
This is what I work on every day. I represent buyers’ interests on the ground. I go to the factories. I troubleshoot design feasibility, cost structures, and production challenges. I help prevent misunderstandings that often occur when communication relies too much on email chains or overextended sales staff. I get the answers that matter – quickly and directly – so that projects move forward instead of getting stuck.
For more information on this, I encourage you to visit my website: www.s2udesign.com
Let’s Talk
If you have a design or a product idea you want to develop – or even if you’re just starting to think about what comes next – I’d be happy to talk. I can help you assess the possibilities and secure the most suitable production setup here in Vietnam.
You’re welcome to send sketches, CAD files, images or even rough outlines. I can bring the concept to life – and bring about what the realistic production cost might look like. If you’ve previously sourced traditional furniture from China or Eastern Europe, just bear in mind that Vietnam has an OEM philosophy – they expect you to define the product. You can rarely buy anything in Vietnam ‘off the shelf’. Most designs manufactured in Vietnam is made for one customer only, and all serious factories will not violate the trust afforded to them by their customers.
You can contact me on henrik@s2udesign.com or find me on Whatsapp (+44 77 66 70 50 60)
