Belluni - Vietnamese Brand Leads Sustainable Green Fashion Trend

Sustainable fashion is a continuous journey that requires adaptation and development, not only in environmentally friendly production and distribution processes, but also in purely natural materials for sustainable finished products. In Vietnam, Belluni is pioneering this sustainable green fashion trend as it uses purely natural materials, giving customers best experiences when they wear Belluni designs.

Starting the story about this very popular fashion brand, Mr. Nguyen Van Hung, Chairman of the Board of Directors of 28 Corporation (Agtex28), said that, in 2013, with the desire to create a breakthrough and difference in product lines for the domestic market, Agtex28 researched and launched an upmarket fashion line, Belluni, for office workers, businesspeople, successful people and middle-age men. The word ‘Belluni’ is stemmed from two Italian words, ‘Bello’ (beautiful) and ‘Unique’ (unique). Being a Vietnamese brand but being expressed with an international name also partly reflected the ambition of Agtex28 to take Belluni beyond the national boundaries and move towards potential export markets in the world.

Since its inception, Belluni’s principle to always pursue elegance and fashion is clearly expressed in technology, material, and particularly product design. Belluni design is modern, dynamic, but still features Italian classic style, to create a distinctive style with core values ​​of professional class, from mind to style and action. This also shows that Belluni approaches men's fashion from a delicate perspective and exceptional distinction when it pioneers the application of cutting-edge technology and new materials to products for comfort, anti-wrinkle, enhanced color fastness and safety in use. Specifically, Belluni uses fabrics imported from Thailand, Taiwan, and South Korea, with cool, sweat-absorbing, UV-blocking, antibacterial, health protection and anti-wrinkle properties enabling gentlemen on business trips to use their clothes without having to have them ironed. Placing customer health on top and cherishing the green beauty of nature, Belluni always takes lead in the use of purely natural materials (made from bamboo, oak, lotus, eucalyptus and oyster cell fibers) and becomes one of Vietnamese leaders of sustainable ‘green’ fashion trends.

After more than six years of approaching and expanding the domestic market, the high-class fashion brand, Belluni, has nearly 100 shops and agents nationwide and the broadest and most perfect customer care system. Available in major shopping centers such as Vincom, Aeon Mall, Lotte Mart, Coopmart and BigC, Belluni chose to follow trade chains and, in the long run, export its own brand through these chains. That is the vision for the future, but at the present time, the biggest success is that Belluni has been recognized and trusted by Vietnamese consumers more than foreign brands because this classy fashion brand not only meets requirements for material and design but also features very thoughtful, dedicated customer care.

Belluni took a very bold decision to enter the highly competitive upmarket fashion sector when many big domestic garment companies had lost to foreign brands in the domestic market. However, the very dare to explore its own paths brought effects beyond expectations and raised the position of Agtex28 brand in the domestic fashion market. “In the current context, the presence of a series of foreign brands and domestic brands as well has helped create an uncompromising competition in Vietnam's high-end fashion market. And, of course, consumers will be the ones who will benefit first when they can own high-end products with reasonable prices. That is also the goal that Agtex28 in general and Belluni - a high-end fashion brand - in particular are striving to pursue, all for consumers and by consumers,” Chairman Hung emphasized.

Sharing the company’s development direction in the coming time, he added that Agtex28 will focus on sustainable development of Belluni brand in the domestic market, strive to achieve annual growth of 20-25%, and expand the sales network to increase shop revenue. “When its domestic market is stable, Belluni will expand its exports. At present, we have registered the copyright in the EU, the US, Japan and China,” Mr. Hung said about the export orientation.

By Thanh Tung, Vietnam Business Forum