Our story

In 2004, I left my role as Managing Director at Goldcrest Furniture, a Hereford (UK) based Pine Furniture Manufacturer, to launch OAKEA, an online and showroom-based furniture business built on a simple yet powerful idea: Deliver quality oak furniture faster, immediately from stock, cheaper, and better. Unlike typical retailers relying on deposits and slow wholesaler shipments, we bought in bulk, stocked inventory, and managed our own deliveries with our own fleet of Vehicles and Drivers, offering unbeatable speed-to-market, competitive prices, and superior service.

We grew fast, importing container loads from China. But we relied on standard designs from wholesalers instead of creating our own. That worked—until margins shrank and competition intensified. By 2010, I pivoted: designing unique concepts, designs and products from scratch, sourcing directly from factories in Vietnam, and building a supply chain from the ground up.

That shift ignited a decade of learning.
I immersed myself in Vietnamese manufacturing, mastering factory operations where relationships and trust are everything. I navigated cultural nuances and discovered firsthand the challenges of sourcing in a country where direct answers can be elusive, timelines slippery, and quality assurance a constant battle.

I’ve been in your shoes.
When Brexit hit, and currency shifts made imports 20% more expensive overnight, I faced the same financial pressures retailers encounter today: Escalating costs, fierce competition, and unpredictable demand.

By 2018, I sold OAKEA and founded S2U Design Vietnam, a sourcing company and consultancy in Vietnam designed to solve the exact problems I battled as a retailer. My experience means I understand what you need—and what’s missing. Often, on the ground in Vietnam, I can immediately spot better, much more productive and profitable ways of doing things, not immediately visible from abroad.

But it doesn’t stop there. Since 2018, I’ve built a business in Vietnam from the ground up, navigating its complex regulatory landscape—tax laws, company law, employment rules, contract law and export from Vietnam – while refining my expertise in local production technologies, 3D design and supplier capabilities. I now even collaborate with Vietnamese manufacturers, solving technical challenges and forging strategic partnerships to help them meet global buyers’ expectations on quality, cost, and delivery.

Why S2U Design?

• Real factory partnerships—reliable, transparent suppliers who deliver quality and hit deadlines.
• Production-ready designs—tailored to your market and ready to manufacture without costly delays.
• Hands-on problem-solving—local expertise to manage risks and maximize your investment.

With S2U Design, you’re not hiring another sourcing agent. You’re partnering with someone who’s lived your challenges, solved them, and built the expertise to crack this market for you.

Let’s make it happen—smarter, faster, and with your best interests at heart.

Henrik Pontoppidan
CEO | S2U Design
Email: henrik@s2udesign.com | WhatsApp: +44(0)7766705060