It all began in 1991...

The founder, Mr. Ngo .T. Le, hit upon the name The Leather Factory in 1991.

He was born in a family of nine siblings of which he is the fifth child. In his big family, five men have set up their own factories in leather working - making handbags, wallets, phonecase, notebook, card holders and so on.

Back in early 1990s, there was a trend of western businessmen coming to Vietnam, and Asia as in general, to order handicrafts, then bringing back to their regions. The Leather Factory has been production house for many customers from Europe, USA, Russia. Until today, it is still exporting its products to these countries, plus Korea and Japan.

In 2009, his shareholder, Mr. Phan Thanh Thuong, took the Italian word Bettino, meaning blessed and starting building this brand for the company. Today, Bettino is both the name and the idea behind the company. Joy, Blessing are what the brand offers. The products are made with passionate hearts, giving as special gifts to users and make them like it.

Moving to the future

The Leather Factory is now more than halfway through its current five-year strategy, initiated in 2010. The leaders at The Leather Factory questioned Why Made-in-China products are everywhere in Vietnam and all over the world? and What does The Leather Factory do to win the competition?

Most manufacturers think that handicrafts are made with simple machines but skillful workers. This is not true anymore. Latest technology development has enabled manufacturers to make very nice products that amaze any customers. The Leather Factory has started investing in new machines to follow the trend. It also dispatches craftsmen to oversea factories to learn new technology and improve their skills. They have come back to apply what they studied in their work, and at the same time they teach their co-workers.

The advantage of The Leather Factory in local market is that many Vietnameses today do not like Made-in-China products any more. Bettino products are gradually prevailing in large bookstores and shopping malls in cities across Vietnam. The shops girls and the customers support Bettino. However, in other locations, the company has got so many things to do to survive the competition.

The Leather Factorys main objectives are:

-To make nicer products using better materials but selling at same or lower prices than competitors

-To stay focus on Bettino brands value which offers blessing and joy to its customers

- To expand the market to more countries world-wide

To put together the strategy in a single sentence, it can be said that the company accepts price competition for larger market coverage but has to maitain good quality. Making bad products will damage the brands value and the skills of workers. Bettino is gaining some share in the market, but it always bears in mind that any oversleeping will kill the brand.