Hanoia

What Hanoia does

Hanoia is a Vietnamese luxury lacquerware and artisanal lifestyle brand operated by Công ty Cổ phần Quốc tế Tam Sơn (Tam Sơn International JSC). Founded in 1997 in Bình Dương province, the company originated designing lacquer clogs for European fashion markets before pivoting in 2002 to OEM production of high-end fashion accessories for European luxury houses, a relationship it maintains today. In 2013 it opened a second lacquer workshop near Hanoi in a traditional craft village and successfully launched an interior décor line that has become its core business. Its product portfolio spans lacquer furniture (tables, chairs, cabinets, lighting), home décor (vases, tea boxes, trays, photo frames, lamps, chess sets, wine racks), fine jewelry, ready-to-wear fashion, bags, and accessories, plus a sub-brand called Lãnh Mỹ A for premium silk. Premium items are priced from roughly 950,000 VND for entry woven baskets up to over 52,500,000 VND for 24K gold-leaf pieces. Hanoia monetizes through one-time product sales across its own e-commerce site (hanoia.com), nine premium retail stores in Hanoi and Ho Chi Minh City, a corporate/B2B gifting service, and a paid custom engraving service. Distribution combines DTC physical retail in luxury locations with an e-commerce platform featuring AR furniture visualization and a dedicated business-gifting channel.

Name

Hanoia

Legal name

Công ty Cổ phần Quốc tế Tam Sơn

Website

https://hanoia.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Hanoia is a Vietnamese luxury lacquerware and artisanal lifestyle brand, founded in 1997 and operated by Tam Sơn International JSC, serving affluent Vietnamese consumers, corporate gifting clients, and European luxury OEM partners through nine domestic stores and e-commerce.

Ownership category

akta.pro rank

Headquarters

HQ city

Hanoi

HQ country

Vietnam

HQ region

Asia

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales - Home Decor: One-time purchase revenue from lacquerware home decor including vases, tea boxes, trays, photo frames, lighting, and furniture. Products are priced from 950,000 VND to 33,870,000+ VND.
2. Fashion Accessories: Sales of fashion accessories including jewelry (necklaces, bracelets, earrings, rings), bags, scarves, hats, and clothing items.
3. Corporate/Business Gifting: Dedicated business gifting services for corporate clients, mentioned under 'Khách hàng doanh nghiệp' section.
4. Custom Carving Service: Add-on engraving and carving service applied to lacquerware products for personalization.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Hanoia designs, manufactures, and retails handcrafted Vietnamese lacquerware products across home decor (vases, tea/coffee boxes, trays, lamps, picture frames, decorative boxes), lacquer furniture (tables, chairs, cabinets, lighting), fine jewelry (necklaces, bracelets, earrings, rings, charms), and fashion items (ready-to-wear, bags, scarves, hats, silk accessories under the Lãnh Mỹ A sub-brand). Each piece requires over 20 manual craftsmanship steps over approximately three months, using traditional techniques such as gold leaf application, silver leaf dyeing, color spreading, and engraving. The brand also offers custom engraving services and dedicated corporate gifting.

Product overview

Hanoia is a Vietnamese luxury brand specializing in contemporary lacquerware and artisanal craftsmanship, offering a comprehensive portfolio spanning home décor, furniture, fashion, and fine jewelry. The core product lines include lacquer furniture (tables, chairs, cabinets, lighting) with AR visualization technology, and the Home Living collection featuring vases (Monument, Vịnh, Red River, Moonbow, Bellus), trays, tea/coffee accessories, picture frames, lamps (Đăng), chess sets (Lãng), and wine racks (Hải Vân). The Fashion division encompasses ready-to-wear, bags, and accessories, while the Fine Jewelry line includes necklaces, bracelets, earrings, rings, and charms. Hanoia distinguishes itself through traditional Vietnamese lacquer techniques (gold/silver leaf application, color grinding, carving, hand-painting) combined with modern materials (MDF, resin, horn, bamboo), and offers customization services including custom text engraving. The brand operates retail stores across Vietnam and maintains an e-commerce platform with AR furniture visualization.

Differentiator

Problem solved

Functional benefit

Brands

• Lãnh Mỹ A: Luxury silk product line from Tân Châu, known as the 'queen of silks'. Made from superior silk threads from Bảo Lộc (Lâm Đồng) and dyed with macadamia gum, produced since early 20th century.

Products and services

• Hanoia Lacquer Furniture

Quantifiable outcome

• 20+ craftsmanship steps over 3 months per product
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• DevialetflagshipStrategic or Co-development Partner · 1 December 2025Devialet Phantom Ultimate 108 dB x Hanoia: Limited edition collaboration marking Tam Sơn company's 20th anniversary. The French audio technology brand interpreted their flagship speaker using Vietnamese lacquer art, inspired by the product's iconic shape and French/Vietnamese cultural elements.
• G8A ArchitectscoreImplementation/ SI/ Consulting Partner · 23 September 2025G8A Architects designed the Hanoia Press Club Flagship Store, located in the historic Press Club building in Hanoi's Old Quarter. This marks their tenth year of collaboration designing Hanoia stores in Vietnam. The flagship store is expected to become an important milestone reflecting the brand's development journey.
• Maison KitsunécoreStrategic or Co-development Partner · 23 December 2024First collaboration in brand history, creating an exclusive limited edition collection for Tết 2025 (Year of the Snake). Combines Hanoia's lacquer craftsmanship with Maison Kitsuné's iconic fox motif.
• Awake (Swiss Watch Brand)flagshipStrategic or Co-development Partner · 1 November 2024World-first lacquer application in watchmaking. 'Sơn Mài - Silver Leaf' watch collection combining Swiss watchmaking craftsmanship with Hanoia's premium lacquer techniques.
• Lil Sire (French Illustrator)coreStrategic or Co-development Partner · 23 October 2024Collaboration with French illustrator Lil Sire on the Bellus collection. Orchid motifs painted by hand on lacquerware using multiple complex techniques including hand painting, color application, and silk drawing.
• Royal SaluteminorStrategic or Co-development Partner · 17 April 2024When Vietnamese craftsmanship meets French whiskey excellence. Collaboration between Hanoia and Royal Salute.
• DiptyqueminorStrategic or Co-development Partner · 6 March 2024Partnership with French luxury fragrance brand Diptyque.
• European Luxury Fashion Houses (Unnamed)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2002Since 2002, Hanoia shifted to crafting high-end fashion accessories for reputable European fashion houses. This OEM/partnership relationship continues to present day.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Lalique: French crystal and lifestyle luxury brand with deep artisan heritage. Overlaps with Hanoia in collectible decorative objects, jewelry, and lifestyle/home products priced in the premium tier; both monetize heritage craftsmanship and cultural motifs through boutique-led distribution.
• Baccarat: French crystal maker (LVMH-owned) producing luxury home decor, jewelry, and collectible objets d'art globally. Comparable as a centuries-old luxury craft house monetizing heritage artisan techniques through premium retail, gifting, and bespoke services — a model Hanoia aspires to at Vietnamese scale.
• Hermès: French luxury house renowned for preserving artisanal savoir-faire across leather, silk, and home. Comparable to Hanoia as a multi-category luxury brand built on traditional craftsmanship, OEM/wholesale partnerships, and selective collaborations that reinforce heritage positioning.
• Lladró: Spanish luxury porcelain figurine and home decor brand. Both share a high-craft, hand-finished luxury positioning with global boutique distribution, premium pricing, and a focus on collectible decorative objects rather than mass-market homeware.
• Royal Copenhagen: Danish luxury porcelain and tableware brand with painter-decorated artisan pieces. Comparable positioning to Hanoia's premium hand-decorated lacquerware — handcrafted luxury homeware with strong cultural heritage narrative and high gift/collectible demand.

Others

• Devialet: French luxury audio technology brand. A confirmed Hanoia co-branding partner (Phantom Ultimate 108 dB lacquer-finished limited edition), relevant as a recent illustration of how Hanoia extends its lacquer craft into adjacent premium categories via partnerships.

Direct peers

• L'Objet: Luxury tableware, home, and decorative objects brand known for premium materials and craftsmanship. Comparable to Hanoia's high-end home decor line (trays, boxes, decorative vessels) at similar price points, serving overlapping luxury hospitality and gifting channels.
• Minh Long: Vietnam's leading porcelain and luxury tableware brand, headquartered in Ho Chi Minh City. Closest direct peer to Hanoia: a domestically-rooted Vietnamese luxury manufacturer turning traditional craft (porcelain vs. lacquer) into premium homeware, gifts, and corporate products sold through own-brand stores and international channels.

Emerging players

• Diptyque: French luxury fragrance and home ambience brand with strong design/artisan sensibility. Listed because Diptyque is a confirmed Hanoia collaboration partner (Do Son candle co-branded design), making it a thematic peer in the French-Vietnamese luxury craft intersection.
• Maison Kitsuné: Paris-Tokyo luxury fashion and lifestyle brand. Comparable as a Hanoia collaboration partner (Tet 2025 capsule) and as a multi-category premium label combining apparel, accessories, and lifestyle objects with cultural storytelling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCwLU_tXUiPLmZF7Mrsucb4Q
• Facebookfacebook.com/hanoia.official
• Instagraminstagram.com/hanoia.official
• Pinterestpinterest.com/hanoiaofficial
• LinkedInlinkedin.com/company/hanoia-official

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Hanoia