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Case Study

From OEM to a Vietnamese Brand Reaching North America

Company G is a reputable OEM manufacturer in Vietnam that has served many global clients. The company aspires to build its own brand and expand directly into the North American market, but still faces challenges related to legal compliance, distribution systems, and brand development.

  • Success story
  • Product distribution

Initial challenges

G Manufacturing, Trading and Import-Export Co., Ltd. (“G Company”) is a reputable OEM in the beauty industry in Vietnam. With a modern factory, an experienced workforce, and internationally certified production capabilities, Company G has successfully gained the trust of discerning clients in the North American and European markets, providing OEM products for many major partners. These efforts have enabled Company G to sustain annual revenues of several million USD.

However, remaining solely as an OEM keeps the business dependent on its partners, without direct access to end consumers and without building its own brand. Moreover, the model of exporting directly from Vietnam based on individual orders faces tariff barriers, high logistics costs, and prolonged delivery times, all of which reduce competitiveness in the international market.

Therefore, Company G aims to both directly distribute its products (through wholesale and retail) in international markets for greater customer accessibility and to develop its own brand that affirms the value of Vietnamese products. Among these markets, North America—highly attractive in the beauty industry—has been chosen as a strategic move. However, it is also a highly challenging market with stringent requirements on legal compliance, import regulations, distribution systems, and brand development.

(*): The company name has been changed to protect trade secrets at the client’s request.

Solutions provided by NexusNovum

With its North American expansion strategy, NexusNovum has identified Canada as a strategic destination for Company G, thanks to its favorable location, preferential policies, and the ability to leverage trade agreements between Vietnam and Canada. This is the optimal choice for the company to both reduce costs and shorten the time to reach international customers.

Accompanying Company G in its journey to expand into international markets, NexusNovum has implemented a comprehensive solution that includes:

  • Advisory services on outbound investment and the establishment of a legal entity in Canada, ensuring compliance with the laws of both Canada and Vietnam
  • Brand building & marketing strategy tailored to North American consumer preferences: Advisory on identifying strategic customer segments to achieve rapid branding effectiveness, thereby shaping Company G’s positioning in the North American market. The focus goes beyond product quality to key elements such as logo design, packaging, and product messaging aligned with the target audience—women who care about nail care and beauty.
  • Distribution channel establishment: Planning and connecting a wholesale and retail network, such as nail salons and online sales channels in Canada, to quickly reach customers.
  • Promotion and branding strategy: Combining online marketing (social media, KOLs, email marketing) and offline activities (trade fairs, exhibitions) to enhance brand awareness.
  • Operations and customer care advisory: Developing processes for order fulfillment, customer feedback, and sustainable customer retention.
  • Strategy monitoring & adjustment: Analyzing market feedback, capturing trends, and optimizing business strategies over time to ensure sustainable growth.

Result

Company G has officially established its presence in Canada with an independent legal entity, a warehouse, and a distribution system operating in a stable and efficient manner.
Shortening distribution time to deliver products to North American customers faster with optimized costs.
Company G’s own brand has been launched in the Canadian market, making a distinctive mark through product quality and clear, relatable messaging tailored to potential customers.
A partner network of salons, retailers, and wholesalers has been established, while maintaining a stable customer base through both online and offline sales channels.
Sales have grown significantly, numerous new contracts have been signed, and the Vietnamese brand has begun to establish its position in North America in line with the planned objectives.
From an OEM-focused factory to a Vietnamese brand confidently shining in North America, Company G’s journey demonstrates that ambition and the right strategy can turn challenges into opportunities and transform the dream of going global into reality.

From an OEM-focused factory to a Vietnamese brand confidently shining in North America, Company G’s journey demonstrates that ambition and the right strategy can turn challenges into opportunities and transform the dream of going global into reality.

Project Overview

Company

G MANUFACTURING, TRADING AND IMPORT-EXPORT COMPANY LIMITED

Branch

Product distribution

Keywords

International expansion
Outbound investment
Product distribution
Brand building

Feel Client

Genuine feedback from NexusNovum customers

“We highly appreciate the way NexusNovum combines professionalism with flexibility in their work.”.

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