Đệm Xanh

What Đệm Xanh does

Đệm Xanh (legal entity Công Ty TNHH Sản Xuất Và Đầu Tư Minh Phong) is a Vietnam-based multi-brand bedding retailer founded in 2013. The company sells mattresses — including spring, foam, natural rubber, synthetic rubber, and cotton-fiberglass constructions — alongside bedding sets, divans, mosquito nets, electric blankets, and folding beds spanning a price range from 132,000 VND to 146,000,000 VND. It is an authorized distributor for more than 15 domestic and international brands such as Canada Acado, Demax, Lien A, Dunlopillo, and Hanvico, positioning it as a curated assortment destination rather than a single-label operator.

The company operates 10 physical retail stores across northern Vietnam and Ho Chi Minh City, supplemented by an e-commerce storefront at demxanh.com with nationwide delivery. Its customer base is primarily B2C — individual consumers purchasing for home use — with a secondary B2B segment targeting hotels, resorts, and other hospitality buyers, served through a dedicated project sales team. Retail pricing is supported by promotional discounts of 15–40%, typical of the category. The core platform is offline retail augmented by a standard transactional website; there is no disclosed proprietary technology layer, AI capability, or data flywheel.

The business model is fundamentally a distribution and retail-margin play: revenue is generated through unit sales of branded SKUs at retail markup, with assortment breadth, in-store physical experience, and geographic coverage as the primary competitive levers. The company is privately held and founder/management-owned, with no external investors disclosed in the available data.

Name

Đệm Xanh

Legal name

Công Ty TNHH Sản Xuất Và Đầu Tư Minh Phong

Website

https://demxanh.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Đệm Xanh is a Vietnam-based multi-brand bedding retailer operating 10 physical stores and an e-commerce platform, serving both individual consumers and hospitality buyers as an authorized distributor for 15+ bedding brands.

Ownership category

akta.pro rank

Product category

Bedding Retail

NAICS

Furniture Retailers (449110), Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industry

Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)

Keywords

• Bedding retail
• Mattress sales
• Home linens
• Hotel bedding supply
• Bedroom furniture

Headquarters

HQ city

Hà Nội

HQ country

Vietnam

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Retail Sales of Bedding Products: Đệm Xanh generates revenue primarily through one-time retail sales of bedding products (mattresses, bed linens, pillows, divans, bed frames, mosquito nets, accessories) across its physical store chain and e-commerce website. The company operates as an authorized distributor for multiple bedding brands, selling at both full retail price and discounted promotional prices (typically 15-40% off). No subscription or recurring revenue model is indicated.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Đệm Xanh is a Vietnamese multi-brand bedding retail chain operating 10 physical showrooms and an e-commerce website (demxanh.com). The company sells mattresses (spring, foam, natural rubber, synthetic rubber, pressed cotton, coconut fiber, medical/office/crib/specialty), bedding sets, bed linens, pillows, blankets, divans, bed frames, mattress toppers, mosquito nets, cooling mats, electric blankets, folding beds, and water/gel mattresses from 15+ brands such as Dunlopillo, Olympia, Hanvico, Liên Á, Kim Cương, Sông Hồng, Everon, Misuko, Everhome, Vạn Thành, Elan, KingKoil, Canada Acado, and Singapore-origin collections, serving both retail consumers and commercial buyers (hotels, resorts).

Product overview

Đệm Xanh is a multi-store Vietnamese retail chain operated by Công Ty TNHH Sản Xuất và Đầu Tư Minh Phong, selling a comprehensive portfolio of bedding and bedroom products. The core offering spans multiple mattress types — spring mattresses (Đệm lò xo), pressed cotton mattresses (Đệm bông ép), foam mattresses (Đệm Foam), natural rubber mattresses (Đệm cao su thiên nhiên), and synthetic rubber mattresses (Đệm cao su tổng hợp) — sold alongside bedding sets from brands such as Olympia, Dunlopillo, Misuko, Sông Hồng, Kim Cương, Hanvico, Liên Á, and international collections from Singapore and Japan. Supporting product lines include divans/bed bases for hotel use (Divan kệ giường khách sạn), mattress toppers (Topper Đệm tăng tiện nghi), mosquito nets and canopy nets (Màn tuyn | Màn chụp), cooling mats (Chiếu điều hòa), electric blankets (Chăn điện | Đệm điện), folding beds and chairs (Giường gấp | Ghế gấp), blankets (Chăn các loại), fitted sheet sets (Bộ ga chun), and hotel-specific products. The company also operates promotional programs through Combo Giá Sốc bundles and Đệm Xanh Deals flash sales, a membership loyalty program, and installment payment options. The business operates across 10 physical store locations in Hanoi, Thai Binh, Ninh Binh, Hai Phong, and Ho Chi Minh City.

Differentiator

Problem solved

Functional benefit

Products and services

• Spring Mattresses (Đệm lò xo) Spring mattresses from multiple bedding brands (Olympia, Dunlopillo, Misuko, Kim Cương, Vạn Thành, Hanvico, Elan, KingKoil, Everhome, Tuấn Anh), including vacuum-packed and independent pocket spring variants, sold to retail consumers seeking traditional innerspring support.
• Pressed Cotton Mattresses (Đệm bông ép) Pressed cotton mattresses sold under brands including Olympia, Sông Hồng, Misuko (Nhật Bản), Canada, Everon, QueenSweet, Hanvico, Kim Cương, HQ NaNoMax, Tuấn Anh, and Elan, including four-season and rubber-surface variants, targeted at budget-conscious Vietnamese households.
• Foam Mattresses (Đệm Foam) Foam mattresses from brands such as Olympia, Misuko (Nhật Bản), Oyasumi, Kim Cương, Tuấn Anh, and Elan, designed for consumers preferring softer, body-conforming sleep surfaces.
• Natural Rubber Mattresses (Đệm cao su thiên nhiên) Natural rubber mattresses from brands including Olympia, Dunlopillo, Everhome, Vạn Thành, Kim Cương, Đồng Phú, Liên Á, and Hanvico, positioned as the premium tier for health-conscious Vietnamese consumers.
• Synthetic Rubber Mattresses (Đệm cao su tổng hợp) Synthetic rubber mattresses from brands including Olympia, Kim Cương, Tuấn Anh, and Elan, offered as a mid-tier alternative to natural rubber.
• Specialty Mattresses (Đệm khác) Specialty mattresses including coconut fiber mattresses, office mattresses, medical mattresses, round mattresses, crib/nursery mattresses, massage/SPA mattresses, jumping mattresses, and 3D mattresses, serving niche use cases.
• Singapore Bedding Sets (Chăn ga gối Singapore) Premium Singapore-made bedding sets including embroidered, brocade, and wood-fiber fabric variants under collections such as Perfect Modern, King Luxury, Đế Vương, Pyeoda Luxury, Pyeoda LCHARME, and Hikari silk, targeted at premium-segment Vietnamese consumers.
• Misuko Japan Bedding Sets (Chăn ga gối Nhật Bản Misuko) Japanese-style bedding sets from Misuko including Haru and Green collections, marketed as Japanese-inspired home textiles.
• Olympia Bedding Sets (Chăn ga gối Olympia) Bedding sets from Olympia brand including cotton-silk 7-piece, embroidered silk 5-piece, Spring cotton-fabric, and Lucas cotton-linen variants, targeted at Vietnamese families.
• Sông Hồng Bedding Sets (Chăn ga gối Sông Hồng) Bedding sets from Sông Hồng brand including Urban premium, Basic, youth animated, and Adore collections, serving Vietnamese households across price points.
• Quilted Bedding Sets (Chăn ga gối không chần) Non-quilted/ultra-thin bedding sets including premium, children's animated, wedding, silk, and Tencel variants, suitable for warmer climates and summer use.
• Fitted Sheet Sets (Bộ ga chun) Fitted sheet sets with quilted and non-quilted (thin) options, offered as standalone linen products.
• Blankets (Chăn các loại) Various blanket types including summer blankets, four-season blankets, spring/autumn blankets, winter blankets, cotton blankets, wool blankets, children's blankets, and charity blankets, sold as standalone items.
• Blanket Fillers, Pillow Fillers, and Pillow Cases (Ruột chăn - Ruột gối - Vỏ gối) Blanket fillers, pillow fillers, pillow cases, and children's pillows, sold as standalone bedding accessories.
• Hotel Divans and Bed Bases (Divan kệ giường khách sạn) Hotel bed bases and divans from brands including Dunlopillo, Olympia, Hanvico, Kim Cương, and Misuko, available in wood and steel frame options with casters for mobility, designed to pair with hotel mattresses for hospitality buyers.
• Mattress Toppers (Topper Đệm tăng tiện nghi) Mattress toppers from Olympia, Zinus, Liên Á, Hanvico, Kim Cương, and Đức Cohens brands, in memory foam, cotton, natural rubber, and microfiber materials, used to enhance mattress comfort and extend mattress lifespan.
• Mosquito Nets and Canopy Nets (Màn tuyn | Màn chụp) Mosquito nets and canopy nets including Vietnamese-made nets, ZoZo wide nets, 10/10 nets with and without doors, premium imported canopy nets, and meditation nets, made from polyester in various designs and sizes.
• Cooling Mats (Chiếu điều hòa) Cooling/air-conditioned mats including 4D and 5D variants from Hanvico Cool Mattress, Misuko Hachi cooling mats, and rattan/bamboo mats, designed for hot-weather sleeping comfort.
• Electric Blankets and Electric Mattresses (Chăn điện | Đệm điện) Electric blankets and heated mattresses including Korean Kyung Hee brand and Misuko Hiyamatsu models with various fabric options, targeted at cold-weather and winter use.
• Water Beds and Gel Mattresses (Đệm nước - Đệm Gel) Water beds and gel mattresses for hot-weather comfort, sold as a specialty sleep surface option.
• Folding Beds and Folding Chairs (Giường gấp | Ghế gấp) Folding beds and relaxation chairs from brands including Hakawa, SUMIKA, Tín Thành Phát, Duy Lợi, Phú Cường, Đại Vĩ, and Cheery, in stainless steel, powder-coated steel, and imported Textilene fabric materials.

Quantifiable outcome

• 15-40% promotional discounts on products compared to manufacturer list prices

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

15 partnerships are on record, tiered core.

• DunlopillocoreChannel Partner/ Reseller/ DistributorĐệm Xanh is an authorized distributor for Dunlopillo (British mattress brand established 1929), selling Dunlopillo spring mattresses, natural rubber mattresses, divans, and pillows. Featured premium Dunlopillo products include the Dunlopillo CoolSilk BLACK Valmont (42cm, 146,000,000 VND) and Beaumont (38cm, 108,200,000 VND) luxury mattresses.
• OlympiacoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Olympia's full product range including spring mattresses, cotton-fiberglass mattresses, foam mattresses, natural/synthetic rubber mattresses, 4-season mattresses, hotel bedding sets, divans, cooling mats, and topper mattress pads. Olympia is one of the most extensively stocked brands at Đệm Xanh.
• HanvicocoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Hanvico's product range including spring mattresses, cotton-fiberglass mattresses, natural rubber mattresses, divans, topper pads, wool blankets, and 4D/5D cooling mats. Products span from budget to mid-tier segments.
• Liên ÁcoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Liên Á's natural rubber mattresses, pillows, cradle mattresses, topper pads, and round mattresses. Liên Á is positioned as a premium Vietnamese brand with international certifications.
• Kim Cương (Kim Cuong)coreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Kim Cương brand mattresses across all categories: spring, foam, natural/synthetic rubber mattresses, as well as divans and topper pads.
• Sông HồngcoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Sông Hồng brand cotton-fiberglass mattresses, bed linens, and bedding sets. Sông Hồng is a well-known Vietnamese bedding brand.
• EveroncoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Everon cotton-fiberglass mattresses as part of its budget-to-mid tier product range.
• MisukocoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Misuko (Japanese-influenced brand) products including spring mattresses, cotton-fiberglass mattresses, foam mattresses, bed linens, and electric heating pads.
• EverhomecoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Everhome spring mattresses, natural/synthetic rubber mattresses, and bedding products.
• Vạn ThànhcoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Vạn Thành spring mattresses, natural/synthetic rubber mattresses, and bed linens.
• Canada AcadocoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Canada Acado (Acado brand) cotton-fiberglass mattresses and coconut fiber mattresses, marketed as Canadian-quality products at competitive price points.
• Singapore Bedding Brands (Pyeoda, King Luxury, Nicolas)coreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Singapore bedding brands including Pyeoda (luxury silk and wood-fiber bed linens), King Luxury, Nicolas, and Singapore Perfect Modern. Products feature imported Singapore designs in silk, wood-fiber, and cotton materials.
• KingKoilcoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes KingKoil spring mattresses, an internationally recognized premium mattress brand.
• ElancoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Elan spring mattresses, cotton-fiberglass mattresses, and synthetic rubber mattresses.
• Tuấn AnhcoreChannel Partner/ Reseller/ DistributorĐệm Xanh distributes Tuấn Anh spring mattresses, foam mattresses, and synthetic rubber mattresses.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Liên Á: Liên Á is a leading Vietnamese bedding manufacturer that also operates its own branded retail showrooms. As both a partner supplier to Đệm Xanh and a competing vertically-integrated retailer, it represents the manufacturer-direct threat that could disintermediate Đệm Xanh's model.
• Sông Hồng: Sông Hồng is a well-known Vietnamese bedding manufacturer (cotton-fiberglass mattresses, bedding sets) that also runs its own branded stores. It is a core partner brand of Đệm Xanh but also a direct retail competitor via its own showroom network.
• Hanvico: Hanvico is a Vietnamese bedding manufacturer distributing spring mattresses, rubber mattresses, cooling mats, and bedding products. It serves as a partner supplier to Đệm Xanh while also operating branded retail outlets, making it a vertically-integrated competitor.
• Vạn Thành: Vạn Thành is one of Vietnam's largest mattress manufacturers producing spring and natural rubber mattresses. It both supplies Đệm Xanh as a partner brand and operates its own dealer/showroom network, representing the manufacturer-direct competitive channel.

Direct peers

• Vua Nệm: Vua Nệm is one of Vietnam's largest multi-brand mattress and bedding retailers with a nationwide store network. It competes directly with Đệm Xanh in the same product categories (spring, foam, rubber mattresses, bedding sets) and operates under a similar authorized-distributor model with multiple brands under one roof.
• Thế Giới Nệm: Thế Giới Nệm is a major Vietnamese multi-brand bedding retail chain offering mattresses and bedding sets across multiple price tiers. It is the closest direct competitor to Đệm Xanh in terms of business model, product assortment, and multi-brand authorized distribution strategy.

Emerging players

• Đệm 247: Đệm 247 is a Vietnamese multi-brand bedding retailer offering mattresses, bedding sets, and accessories across consumer price tiers. As a smaller-format emerging peer, it competes with Đệm Xanh in provincial markets where Đệm Xanh is still building its footprint.
• Nệm Giá Kho: Nệm Giá Kho is an emerging Vietnamese budget mattress and bedding retailer competing primarily on price in the lower tier. It represents the discount-oriented online and offline competition that pressures Đệm Xanh's promotional pricing strategy.

Regional players

• King Koil Vietnam: King Koil is a globally recognized premium mattress brand with a dedicated Vietnam presence including brand showrooms. As one of Đệm Xanh's partner brands, it offers comparison on how international brands are distributed in the Vietnamese market alongside the distributor-aggregator model.
• Dunlopillo Vietnam: Dunlopillo (UK-origin, established 1929) is a premium mattress brand with its own Vietnam retail presence. As Đệm Xanh's flagship luxury partner (CoolSilk BLACK Valmont at 146M VND), it illustrates the brand-direct retail approach competing against aggregator channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@demxanh
• Facebookfacebook.com/demxanhcom
• TikToktiktok.com/@dem_xanh
• LinkedInlinkedin.com/company/demxanhcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Đệm Xanh