When you set your eyes on their captivating collection of bags, belts, and briefcases, adorned with a vibrant array of colors in their Dong Khoi store, you would feel like you're shopping in the heart of Milan. As one of Saigon's burgeoning fashion brands, Viet Thanh Leather specializes in designing and crafting crocodile leather accessories for a diverse and cosmopolitan clientele, all done in-house.
Strategically located on Dong Khoi Street, Saigon's premier fashion hub, just a stone's throw away from the iconic Opera House, their elegant boutique showcases designs that exude a timeless charm and unique style, a stark contrast to the world of fast fashion. From leather handbags and wallets to briefcases tailored for both women and men, Viet Thanh Leather's accessories have gradually cultivated a following within Vietnam and around the world.
"Our customers span the spectrum, from local Vietnamese residents and expatriates to numerous foreigners and tourists. Interestingly, many Westerners, including Italians and Americans, adore our products and urge us to open stores in their countries. While 50% of our business thrives through in-store sales, the remaining 50% comes from exporting our meticulously crafted products," explains Nathan Tran, who proudly represents the fourth generation of this family-owned business.
Pioneering sustainable practices
The roots of Viet Thanh Leather trace back to its founder, Tran’s grandfather, who initially engaged in fabric trading with the French. However, in 1988, a pivotal decision was made to delve into leather trading. They partnered with crocodile farmers in Dong Thap, located in the verdant Mekong Delta, to embark on a journey towards sustainable crocodile skin production.
Sustainability is a core tenet for Viet Thanh Leather. They have forged enduring partnerships with these crocodile farming communities, fostering a sustainable source of income while securing a steady supply of raw materials. Their factory, situated in the Xuyen A Industrial Zone in Long An Province, within the Mekong Delta, epitomizes their commitment to sustainability. Their closed-loop production process, which spans crocodile breeding to finished products, plays a pivotal role in ensuring their sustainable operations.
Moreover, Viet Thanh Leather proudly stands as a member of CITES, the Convention on International Trade in Endangered Species of Wild Fauna and Flora. "Being a part of CITES necessitates adhering to stringent product testing standards. We also uphold the highest standards in the cultivation, treatment, feeding, and harvesting of crocodiles," Tran highlights.
Their dedication to preserving and nurturing endangered wildlife species aligns with their long-term vision of sustainability. The resulting leather accessories they create are organic and durable, potentially minimizing environmental impacts.
Within their Long An factory, they meticulously handle tanning and manufacturing, hand-stitching, and sewing of their accessories. Various safe color dyes and hardware, such as buckles and clips, are thoughtfully sourced from Italy.
A steady and stable 2023
2023 has brought steady and stable business for Viet Thanh Leather, even in the face of a global economic slowdown. Tran proudly attributes this achievement to their commitment to prudent operations and unwavering customer service. Their primary goal is to cultivate a loyal customer base and ensure an increasing number of return customers. In the realm of customer service, Tran emphasizes, "We also offer a door-to-door delivery service, and for purchases exceeding US$1,000, we provide free shipping."
"In terms of marketing, we believe in the significance of location and quality," Tran underscores. Their business strategy revolves around understanding the local market while maintaining global quality standards. Viet Thanh Leather strategically operates two stores on the prestigious Dong Khoi and Le Loi fashion streets. With this strong local presence and unwavering dedication to quality, word-of-mouth advertising, recognized as one of the most effective forms of promotion, has significantly boosted their sales.
In addition to their physical stores, Viet Thanh Leather actively markets its products online and through social media platforms. Their commitment to maintaining a strong brand presence also extends to public relations activities, including participation in shows and events.
Paving the way for business expansion
During my visit to his store, I found Tran had just arrived from the bustling office in Binh Thanh District. The office was abuzz with renovation activities aimed at accommodating the company's burgeoning growth and enhancing service quality. Eager to learn about their prospects for 2024, I posed the question.
"We have ambitious plans to expand in the United States, specifically in Glendora, California," he disclosed. Having spent considerable time living in and traveling to Los Angeles, a nearby metropolis, Tran believes his brand, slightly rebranded as VIELI, is an ideal fit for the LA market. Los Angeles boasts a cosmopolitan culture known for embracing fresh concepts and styles, making it a prime destination for their expansion. Tran further shared, "We have a substantial number of U.S. customers who have been urging us to establish a presence there."
With a steadfast focus on leveraging their strengths and core business values, Viet Thanh Leather appears poised for the exciting journey that lies ahead.
