March 12 2026

EUDS Team Enhances Professional Expertise with Representatives from Poltrona Frau and DEDON

In EUDS’s philosophy, a truly luxurious interior is not defined solely by the presence of high-value pieces. It is also shaped by the depth of knowledge and expertise of the team behind them. In March 2026, EUDS’s Gallery of ICONS showroom in Ho Chi Minh City became a space for knowledge exchange, welcoming senior representatives from two distinguished luxury interior brands, Poltrona Frau and DEDON.

This initiative forms part of an in-depth internal training program designed to equip the EUDS team with essential knowledge of each product, along with a deeper understanding of its heritage and distinctive design philosophy. This enables the team to provide clients with a more complete and informed experience, from consultation through to the use and appreciation of each piece.

For DEDON, the focus of the training session with Cristina Olvido, Regional Sales Director for Southeast Asia, was an in-depth exploration of the brand’s proprietary material technology:

EcoCycle Fiber: DEDON’s material innovation is embodied in EcoCycle Fiber, made with 90% naturally derived sugarcane content. It offers a sustainable alternative to petroleum-based materials while preserving the brand’s signature sense of luxury. Developed in Germany, the fiber is highly adaptable to Vietnam’s tropical climate, offering resistance to UV exposure, salt air, and humidity while helping the products retain their color over time. Combined with traditional hand-weaving craftsmanship in Cebu, Philippines, and produced through a zero-waste process, each design becomes a refined expression of the brand’s commitment to sustainability.

Design Philosophy: The philosophy of “sustainable excellence” defines DEDON as an icon of a new kind of luxury, where sophistication goes hand in hand with environmental responsibility. For the brand, sustainability is not a compromise, but a way to elevate aesthetics, as exemplified by its EcoCycle Fiber. This philosophy is brought to life through the combination of German precision engineering and the art of traditional hand-weaving, resulting in designs that are both exquisitely crafted and deeply evocative.

A thorough understanding of DEDON’s fiber structure and its exceptional resistance to harsh weather conditions enables the EUDS team to develop optimal, highly personalized outdoor solutions tailored to the specific requirements of each project.

During the Poltrona Frau training session led by Sara Crescimbeni, Regional Sales Director for Southeast Asia, the brand’s exacting standards of craftsmanship and its rich Italian design heritage were explored in depth. The session delved into the core values that have defined Poltrona Frau for more than a century:

At the heart of the training was the philosophy of L’Intelligenza delle Mani, or “the intelligence of the hands”, a practice of using touch to assess materials and craftsmanship. It is a foundational principle that has shaped Poltrona Frau’s position for more than a century. The combination of exceptional skill, decades of experience, and the refined sensitivity of its artisans results in impeccable craftsmanship, evident in every detail and every stitch. This human touch gives each piece of furniture its distinctive character and enduring value, something that machinery and technology can never truly replace.

In addition, the EUDS team received in-depth training on Leathership®, a concept that reflects Poltrona Frau’s leadership in the world of premium leather, where more than a century of heritage meets a spirit of innovation. Behind its rigorous 21-step tanning process, twice the industry standard, lies a carefully managed supply chain that includes sustainably sourced hides from Northern European farms, dedicated R&D facilities, a proprietary production plant, and a team of world-class specialists. Through the training, the EUDS team gained a deeper understanding of how Poltrona Frau places tactile experience at the heart of its craft, ensuring that every leather retains its softness and durability while meeting high standards of environmental responsibility. The result is furniture designed to deliver enduring value and appreciation for generations to come.

Poltrona Frau Representative at the EUDS Showroom

The stories behind Poltrona Frau’s iconic designs showcased at the showroom gave the EUDS team a deeper understanding of the true value of each piece. The Vanity Fair armchair is distinguished by its signature rounded silhouette and stands as one of the brand’s enduring icons. The Sanluca armchair makes a striking impression with its sculptural form while delivering exceptional comfort. The Archibald armchair embodies a contemporary aesthetic, with refined leather folds that create a relaxed and inviting feel. Meanwhile, the Let It Be sofa is a versatile seating system that can be reconfigured to suit a wide range of needs and living environments. This knowledge is essential for the EUDS team to convey the authentic Italian design philosophy behind each piece and help clients in Vietnam select the most suitable products for their living spaces.

The presence of the brands’ representatives at the Gallery of ICONS serves as a testament to EUDS’s strong strategic partnerships with Poltrona Frau and DEDON. It also underscores the importance of continuously advancing the team’s professional expertise, ensuring the highest level of service and experience for every client.

Contact EUDS – European Design Solutions

Showroom Hà Nội: Tầng 1, Tòa MHDI, 60 Hoàng Quốc Việt, Cầu Giấy, Hà Nội
Showroom Tp. Hồ Chí Minh: Tầng 1, Tòa B2 Sarimi, 72 Nguyễn Cơ Thạch, phường An Khánh
Phone number: (+84) 948 69 1919 | (+84) 948 90 1818
Website: https://euds.com.vn/