"In the bedding business, above all, I want to bring people good sleep," said Mr. Nguyen Huu Duy, General Director of Van Thien Sa Joint Stock Company (Edena).
According to him, a good night's sleep is not only a rest after a long hard day, but also a "medicine" that helps the body regenerate energy, and a good mattress and bedding set is an important factor in creating a deep, complete sleep.
"Warm corner" in the family
According to Mr. Duy, bedding is not just a regular piece of furniture, but a "warm corner", a place to nurture family happiness, a place where couples confide after a long tiring day, a place where children grow up in love. "A good night's sleep helps the body regenerate energy, and to achieve that, not every mattress is suitable," he said.
His perspective comes from his own experience as a frequent business traveler. "When I check into a hotel, the first thing I do is check the mattress. If I find the mattress suitable, I will use the hotel's services," he said.
The story of not sleeping on a mattress in a 5-star resort but… spreading a blanket on the floor was also shared by the owner of Edena. "That time, when I went to bed, I realized that the resort's spring mattress was quite old and soft, if I slept on it the next day, my back would hurt, so I spread a blanket on the floor to sleep," he recounted.
According to Mr. Duy, the mattress is with each person for a lot of time during the day. To have a good night's sleep, you don't need to choose a mattress that is too expensive, but you need to choose the right type for the user. "A mattress can be used for about 10 years, divided into each night, it only costs about 2,000 VND for a good night's sleep," Mr. Duy analyzed.
"Addictive" bedding sets
Few people know that Edena is the first brand to bring tencel - a fabric extracted from tree bark - to Vietnam since 2010. This is a soft fabric, warm in winter and cool in summer, bringing a pleasant feeling to users all year round.
Next are the large-size fabrics to overcome the problem of fabric seams on blankets and sheets. Edena is also currently using the newest and highest quality fabrics for its products such as tencel 100s...
"Edena always brings the best to customers. Edena's blankets are made of very soft silk, when covering the body there are no gaps so they are very warm, and when washed they dry very quickly," Mr. Duy explained why Edena has many loyal customers, buying continuously for more than 10 years. "Customers seem to be "addicted" to Edena's products," he said happily.
From the journey of overcoming difficulties to community responsibility
Edena’s journey has not been easy. One of the hardest lessons Duy had to face was in the early years of operation, when Edena’s products were found to have a color defect.
From one customer, the number of complaints gradually increased. Checking the production stages, he discovered that the fabric supplier did not do a good job at the final stage.
Instead of avoiding the issue, he decided to recall all defective products and replace them with new ones for customers. "Recalling and destroying products is a painful decision, especially for a young company, but if we don't do it, Edena will lose the trust of customers," Mr. Duy said frankly.
As the brand grew, Edena also encountered many difficulties when manufacturing partners stole designs and created brands with similar names, confusing customers. However, this made him even more determined to quickly build his own factory.
The COVID-19 pandemic is one of the biggest crises Edena has faced. During the months of curfew and lockdown to prevent the pandemic, Edena stores were closed one after another, all activities were paralyzed, sales were zero….
However, instead of sitting still and waiting or giving up in the face of difficulties, Mr. Duy and his teammates turned to community support activities such as transporting fruit and vegetable trucks to quarantine areas, sponsoring 2,000 Covid medicine packages..., contributing to the city's efforts to overcome the pandemic.
When Typhoon Yagi devastated the northern provinces, Edena workers worked overtime to sew more than 1,200 blankets to send to people affected by the storm and floods. "Any Vietnamese person who sees the images of Typhoon Yagi's devastation feels extremely sad. As a business, I feel even more responsible for the community," said Mr. Nguyen Huu Duy.
Change to grow
The bedding market is increasingly competitive. The development of e-commerce channels helps customers easily access products from many brands. If in the past, buyers had to drive around to see models and prices, now they can just sit at home with a mouse click to see all the brands with models and prices to choose from.
Realizing this, the Edena team quickly adjusted their strategy. In addition to investing in quality, Edena focuses on bringing the best experience to customers by building a beautiful image, attracting consumers through online channels such as fanpage, Zalo, TikTok...
At the end of this year, Edena launches new collections with great promotions to help customers redecorate their living space. In addition, there are deep discounts on previous season's products at very competitive prices so that those who love Edena but do not have the conditions will have the opportunity to own their favorite bedding set.
18 years and the journey ahead
Edena's 18-year journey is an inspiring story of a Vietnamese brand daring to enter the high-end market, competing with major foreign brands. With 15 showrooms and nearly 50 agents nationwide, Edena has affirmed its position in the hearts of consumers. For many consecutive years, Edena has been awarded the title of High-quality Vietnamese Goods voted by consumers.
Sharing the secret to success, according to Mr. Nguyen Huu Duy, love for the profession is the key factor. He always puts his heart into each product, ensuring customer satisfaction, because each set of Edena bedding not only ensures quality but also reflects lifestyle, comfort and aesthetics for each season, each moment of life.
However, Mr. Duy also frankly admitted that Edena still has some challenges. With the high-mid price segment, Edena has not reached many young customers. Therefore, Edena has recently launched more youthful designs with more attractive prices, aiming to bring comfort, health and peace of mind to all classes of consumers.
Not only focusing on quality and design, Edena also focuses on environmental protection, responding to sustainable consumption trends. Edena's products all choose environmentally friendly materials, including product packaging, which is gradually being converted to paper, replacing the previous polymer packaging. Edena's goal is not only to provide quality products but also to bring value to the environment and society.
Sharing about the upcoming journey, Mr. Nguyen Huu Duy said that the past 18-year journey is a testament to Edena's commitment to quality and dedication, and Edena will continuously invest and improve, from materials to product design to bring good sleep to every family, while affirming the position of Vietnamese brands in the market.
Source: https://diaoc.nld.com.vn/nguoi-ban-nhung-giac-ngu-ngon-196241119211626094.htm
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