In recent years, Dong Hoa Wood Processing Co., Ltd., a subsidiary of the Rubber Industry and Import-Export Corporation (Rubico), has been shifting its focus toward the production of antique-style wooden furniture to meet growing demand from discerning customers, particularly in European and U.S. markets. This product line has become a strategic direction and a long-term development goal for the company.
Meeting Global Consumer Trends in Wooden Furniture
Wood remains a highly favored natural material, valued for its durability, warmth, and timeless appeal. In global markets, especially in Europe and the U.S., classic yet modern wood designs are gaining popularity among consumers who seek elegance combined with sustainability.
According to Mr. Le Huu Linh, Deputy General Director of Rubico and Director of Dong Hoa Wood Company:
“Understanding our customers’ preferences, we have been gradually transitioning toward designs that suit the European and American markets. These markets favor simple yet refined products made from MDF with veneer finishing or Acacia wood sourced from sustainable plantations. Our antique-style finishing techniques — such as distressing and sandblasting — enhance the craftsmanship and meet current design trends.”
To meet client expectations, each new product model goes through multiple design and sample review rounds. Once approved, samples are displayed at domestic and international furniture fairs or sent to customers for consumer feedback before full-scale production.
Thanks to its experience, Dong Hoa can shorten the design-to-production cycle to only 2–6 months, compared to the usual 6–12 months. On average, one out of every three prototype designs successfully converts into a production order.
Antique-Style Furniture as a Core Product Line
Despite operating with limited factory space and aging equipment, the company recognizes a strategic advantage in focusing on handcrafted antique-style furniture rather than mass-produced glossy wood products.
This niche requires highly skilled workers, as several key stages rely on manual craftsmanship — resulting in products with higher added value, even if output volume is lower.
With over 20 years of brand reputation, Rubico Dong Hoa has built long-term partnerships and trust with loyal international buyers. Its experienced workforce, convenient logistics location, and strong product quality reputation give it a competitive edge in the market.
“Defining antique-style furniture as our core product helps balance the need for innovation without the heavy cost of upgrading all production machinery. We expect this product line to remain stable and profitable over the next five years,” Mr. Linh added.
Diversifying Materials for Sustainable Growth
In addition to antique wood designs, the company is exploring hybrid furniture concepts combining wood with metal frames, concrete, stone, rattan, or eco-friendly synthetic leather (simili). These products cater to evolving interior design trends emphasizing sustainability, durability, and aesthetic contrast.
By diversifying product materials and designs, Rubico Dong Hoa aims to reduce business risks, expand production output, and strengthen its position in the global furniture export market.