Everpia JscHOSE: EVE

EVERON rebranding strategy of EVERPIA

· Issued by Everpia Jsc

August 11, 2022, EVERPIA & VMLY&R signed a stategic partnership agreement for rebranding strategy of Everon.

"New" Everon will continue to maintain the core values that consumers already know and trust

Everpia JSC and VMLY&R Vietnam - an agency specializing in branding and customer experience, officially signed a cooperation agreement to build a repositioning strategy for the Everon bedding brand. This is a big milestone for Everpia Company in general, and Everon brand in particular on the journey of upgrading the long-standing brand to better suit the new business environment, new needs and tastes of customers - to serve the goal of improving the competitive advantage and help the business grow more greatly.

Everon launched in Vietnam in 1999 and quickly became the leading brand in the mattress market. Everon's products have Korean-style designs, are made from materials with strict standards. We also often research to improve and apply the latest material trends in the world. According to a survey conducted by a third party, Everon is one of the few bedding brands to achieve top-of-mind awareness with customers in two major cities in Hanoi. and Ho Chi Minh City.


However, as the business environment in Vietnam is becoming increasingly harsh, the level of competition is increasing and customers becoming more demanding, Everon is facing the common problem of many long-standing brands: gradually losing its leading position and also the connection with new, younger set of consumers. Quickly realizing the change in context as well as the need to develop new competitive advantages, Everpia Joint Stock Company made the decision to reposition the Everon brand - expected to take place in 2023 - with 2 main strategic goals:

1. "Renew" the Everon brand to enhance its connection and appeal to Millennials (the demographic group born from 1981 to 1996). The "new" Everon will still have to maintain the core values that consumers already know and trust. At the same time, it also brings new values more in tune with Millennials' consumers.

2. Expand product portfolio to create product differentiation as well as competition in brand positioning. With production advantages as well as experience in the textile industry, Everon is expected to expand to home textile products, aiming to become a home fashion brand.

"Home fashion" is a concept that is still quite foreign to the Vietnamese market. It includes interior products, materials, tools, decorations, accessories... which bring aesthetic value for the house. Bedding, and products made from fabric materials (collectively known as home textile) are the product categories that account for a large market share in this industry.

The past few years have witnessed the repositioning of many large and small brands with varying degrees of success. However, an ambition of sweeping reform and expanding its business portfolio like Everon is still a rare case. Understanding the challenge of this project, Everon spent half a year searching, screening and selecting a consulting partner with the most suitable experience, capacity and reputation. The selected partner is VMLY&R - a branding agency under WPP - the world's largest advertising group by revenue. VMLY&R will support Everon from surveying the market, understanding new customers and industries, building brand strategy, creating communication as well as evaluating the effectiveness after completing the project.

Along with the brand strategy, Everon will also invest heavily in product research and development and the quality of distribution channels - bringing a new brand experience in a comprehensive and holistic way. For the bedding brand, the repositioning is not only an improvement in terms of the brand, but also provides important guidelines for the business direction and long-term vision for the business.

The signing event between Everpia Joint Stock Company and VMLY&R Vietnam at the factory affirms the commitment and determination towards the common goal for the benefit of Vietnamese consumers and the sustainable development of the Everon brand.


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