XHOME ECO

XHOME Eco is a new brand within the ecosystem of Vietnam’s leading furniture company, XHOME. Upon launch, XHOME Eco introduced its exclusive “Clean Furniture” line — furniture with a record-low level of formaldehyde, a breakthrough in the industry.

However, XHOME Eco faced a major challenge: the furniture market was already saturated with concepts like “green furniture” and “smart furniture”, making it difficult for the new brand to stand out and capture market attention.

Strategic Solution

VSS Corp partnered with XHOME Eco to develop a comprehensive marketing strategy focused on two key pillars:

• Pioneering innovation with the “Clean Furniture” concept: Instead of following the conventional “green” or “smart” narratives, the strategy introduced a new concept directly tied to the product’s core value — safe and healthy for users.

• Aligning with product values and community responsibility: Positioning XHOME Eco as a human-centered brand, offering not just furniture but a safe, environmentally friendly lifestyle solution.

Marketing & Experience Implementation

The strategy was brought to life through a series of diverse and integrated initiatives:

• Brand Website: Designed with a minimalist layout and a white–green–black color palette to reflect the “clean and safe” spirit, optimizing the product discovery journey.

• Brand Identity System: Unified visual and communication guidelines positioned “Clean Furniture” as a modern, youthful lifestyle choice.

• PR Booking: Shared the brand story across major media outlets (Vietnamnet, Kienviet), increasing credibility and brand visibility.

• Educating the Market: Developed communication content highlighting the dangers of formaldehyde, emphasizing XHOME Eco’s pioneering role in providing a safer alternative.

XHOME Eco invested in a series of videos, including TVCs, production process videos, educational animations, and young family lifestyle videos. All content revolves around the “clean & safe” concept, vividly highlighting the product benefits in a relatable and engaging way. This video series not only creates an emotional impact but also enhances the brand’s persuasive power in the market.

To connect directly with its target audience of modern young families, XHOME Eco partnered with Nam Thương & Ba Duy, a popular “hot family” known for their green and approachable lifestyle. This collaboration not only showcased the brand’s “Clean Furniture” ethos in everyday life but also helped XHOME Eco build a relatable and trustworthy image with consumers.

Building on the product’s core value of reducing carcinogenic exposure, VSS Corp and XHOME Eco organized a yoga class for patients at K Hospital, Tan Trieu. The event not only offered a healing experience but also reinforced the brand’s commitment to community responsibility, earning positive media coverage.

To provide customers with a hands-on experience, XHOME Eco hosted a show apartment launch at its 168 Duong Lang headquarters. The fully designed space allowed visitors to directly experience the difference of “Clean Furniture” in real life. The event was not just an exhibition but a fresh, immersive experience, generating trust and strong curiosity among customers and partners.