WAS Vietnam Showroom: From Production to Physical Presence
How WAS moved from backend operations to opening a customer-facing retail showroom in Ho Chi Minh City's District 3.
Case Study 04 — WAS Vietnam Showroom
Ho Chi Minh City, District 3 — Physical Retail Presence
From Production to Presence
WAS Vietnam had been operating in the background: managing production, supply chains, and backend logistics. The next step was establishing a physical presence in Ho Chi Minh City that could serve as a brand-facing showroom in one of the city's most active commercial districts.
This shift from backend production to a customer-facing retail outlet represented a significant change in operational scope, requiring entirely different skills and on-ground coordination.
Setting Up the Showroom
Establishing the District 3 showroom required working through every layer of a physical retail setup in Vietnam: from finding the right space to managing contractors, navigating compliance, and building the team that would run it day to day.
On-Ground at Every Stage
From negotiation to launch, every stage of the WAS Vietnam showroom required direct, on-ground involvement. There was no remote workaround for rental discussions, no shortcut through contractor management, and no substitute for being present during staff onboarding and brand positioning decisions.
The showroom stands as proof that physical retail expansion in Vietnam demands full operational commitment at every step, from the lease signing table to the shop floor.
Why This Matters for Tour Participants
This case study gives tour participants a direct window into what physical retail expansion in Vietnam actually involves. You will understand how Vietnamese rental negotiations work, what to expect when coordinating renovations through local contractors, what legal entity considerations arise when establishing a retail presence, and how to build operational SOPs that a Vietnamese team can follow from day one. These are not abstract frameworks: they are the exact steps taken to open the WAS Vietnam showroom in District 3, and they apply directly to any business considering a physical outlet in Ho Chi Minh City.
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