AP started exporting lacquer ware and other handicraft items right after its establishment as an Enterprise in 1993. However, export sales only accounted for 30 percent of its production then. In 2006, after extensive marketing, it was able to increase overseas sales to 70 percent. Current export markets include Singapore, Malaysia, Australia, Italy and the US.
The company produces high-end lacquer ware and home accessories items. Among its best sellers are boxes, trays, bowls and plates that feature traditional and contemporary designs. Aside from lacquer ware, it offers textile, ceramic and stoneware, with lacquer ware accounting for around 65 percent of output.
Prices range from $3.00 to a few hundreds US dollar depending on the size and the complexity of the design. A coaster with simple painted designs is available for around US $3.00, while another model with intricate inlaid designs has more than triple the price.
Base materials are mainly bamboo, natural wood, MDF and fiberglass (in some cases), while inlaid materials include eggshell, mother-of-pearl, shell and silver-leaf.
AP produces its own MDF, ceramic and wood bases, while other bases made from bamboo, fiberglass, horn... are purchased from makers in the surrounding provinces. For its upscale products, the company sources original lacquer resin from suppliers in Phu Tho, which is about 90km from Hanoi.
The number of lacquer layers depends on the base and inlaid material. On average, APs products have 17 to 20 layers, with 24 hours needed to dry one layer. Sampling takes 10 to 24 days.
Atelier Pascal is a brand name of a Vietnamese-American artist - Mrs. Pascal Dang. She was the first APs in-house designer. The company currently has one in-house designer and two artists that release quite a lot new designs each year. AP is also willing to work on design requests from clients.
AP has a 300sqm facility in Long Bien district, Hanoi. All manufacturing processes are handled by the Company workshop, including constructing of bases, setting of inlaid materials, painting, applying of lacquer, drying, polishing and packing. There are 45 full-time workers, including one artisan responsible for painting the designs. When bulk orders come in, 12 to 20 additional workers are hired under inspection from Companys quality supervision.
Beside lacquer ware, AP is also strong in hand-embroidery items which are leading products in design and quality. The most favorable items include shawl, duvet, bed runner and many others.
There are four employees monitor product quality, inspecting each piece for imperfections before packing and shipping.
To increase its export sales, AP plans to continue marketing its company overseas and to further improve customer service.
Trade shows:
- International Home Interior Exhibition in Singapore in 2004
- Home and Accessories in Las Vegas- US in 2006
- Best Buy Exhibition in Thailand in 2007
- Handicraft Promotion Exhibition in Seoul- South Korea in 2007
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