JBS Doubles Vietnam Plant, Unveils New Showroom

June 27, 2019  by Laurie Northington in Business Strategy, Industry   

After investing over $5 million, plant floor space has almost doubled and the site is now unveiling an imposing showroom.

Customers visiting the new venue will have an opportunity to see and touch finished furniture items. “Presenting our product after it has been applied to the end product gives the customer an opportunity to feel the quality of the leather we produce,” said Guilherme Motta, president, JBS Couros. “Touching a finished product that has been applied to furniture is different from simply touching the leather itself. Touching the leather after it has been applied to an item provides a much more complete experience.”

The Vietnam plant produces finished leathers for the furniture industry, particularly for the U.S. and Asian markets, and the new Vietnamese showroom will follow the same approach the company has taken in the U.S.

“Our investments in Vietnam and the new showroom will ensure the U.S. and Asian markets work in sync and remain connected, with products that continue to reflect what local consumers want, wherever they are made,” said Motta.

The JBS Couros factory in Vietnam has been on a clear path to expansion since it opened in 2014. Output rose 233% between 2014 and 2018 and the number of employees has practically tripled. “We have invested strategically here and have had partners who have helped us understand the local culture and market requirements from the outset. The new showroom will be presenting important options to our customers, both in terms of developing the local market and for building bridges between cross-market trends,” said Motta. 

JBS Couros will be welcoming Asian customers at the new venue between June 24 and 28, presenting its product and service portfolio. The investment is part of the JBS Couros global investment strategy. The company also has industrial platforms in South and North America as well as Europe.