Singapore furniture brand Castlery is opening its first US store in New York

The decision to launch in New York, a city synonymous with design, trendsetting, and discerning consumers, underscores Castlery’s ambitions for global dominance. The US market has proven exceptionally fertile ground for the brand since its online entry in 2019, now accounting for approximately 70 percent of its global revenue. This impressive growth, achieved over just seven years, laid the groundwork for the inevitable step into brick-and-mortar retail. Declan Ee, co-founder and president of Castlery, articulated this trajectory, stating, "We have seen strong and consistent growth in the US, so the question was less about if and more about when." This measured yet confident approach reflects a brand deeply attuned to market dynamics and consumer needs.

Entering the physical retail space, particularly in a high-stakes market like New York, is a rare feat for a Singapore-founded, digital-first startup. The furniture industry presents formidable barriers to entry, including the immense capital required for inventory, the complexities of large-scale logistics, and the sheer challenge of achieving sufficient scale to compete with established players. However, Castlery’s deliberate strategy, honed over years of digital refinement, has positioned it to tackle these hurdles head-on. The company spent nearly two years meticulously searching for the ideal location, reviewing over 200 listings across Manhattan. This painstaking process was driven by a clear vision: to create not merely a store, but an "experience that adds something meaningful to what people already know from Castlery online."

Founded in Singapore in 2013 by Declan Ee and Fred Ji, Castlery carved out a distinctive niche by offering thoughtfully designed, high-quality furniture that bridged the gap between prohibitively expensive designer pieces and often-compromised mass-market options. Their innovative direct-to-consumer model allowed them to maintain stringent control over every aspect of the value chain – from design and sourcing to manufacturing and logistics. This integrated approach not only ensured product quality but also enabled competitive pricing, a key differentiator in a crowded market. Over the past decade, Castlery has expanded significantly, now employing more than 500 people globally and having sold over one million pieces of furniture worldwide. This impressive scale attests to the efficacy of their digital-first strategy.

Despite its digital prowess, Castlery has always acknowledged the enduring importance of physical retail, especially in the furniture sector. Ee emphasized this point, explaining, "We have always seen retail as an important part of the overall customer experience, complementing digital, especially in furniture, where people still want to sit on a sofa, feel the fabric, understand the proportions and imagine how a piece will live in their home." This perspective aligns with a broader industry trend where digitally native brands are increasingly investing in physical spaces to offer a tangible brand experience, build trust, and address the sensory nature of furniture purchasing. Showrooms serve as critical touchpoints, allowing customers to engage with products in a way that online platforms cannot fully replicate, ultimately enhancing conversion rates and customer loyalty.

However, Castlery’s path to global expansion has not been without its learning curves. Early international growth efforts, particularly in Australia, highlighted the pitfalls of simply replicating successful models from one market to another. As reported by Forbes, the company’s initial showroom strategy in Australia proved misaligned with local consumer behavior. Ee reflected on this, noting, "Coming from Singapore, where everything is relatively compact, you get used to thinking people will travel across the city if they are interested in your brand. In larger markets, that is just not how people behave, and we ended up shutting our original Sydney showroom before recalibrating and re-entering brick-and-mortar retail in Australia. We now have two showrooms in Brisbane and Sydney." This period of recalibration, during which the business remained unprofitable for three consecutive years as resources were stretched across Singapore and Australia, provided invaluable lessons in adapting to diverse market nuances. "One of our biggest lessons was that you cannot simply replicate what worked in one market in another," Ee concluded.

Armed with these insights, Castlery adopted a more nuanced and measured strategy for its US expansion. Instead of a rapid rollout, the company focused on a curated product offering and gradual growth, meticulously informed by customer feedback. New York emerged as the logical choice for its inaugural US flagship, primarily due to its striking similarities to Singapore. Both are densely populated urban environments where space is a premium, driving demand for furniture that is versatile, proportionate, and highly functional. This shared urban context deeply influences Castlery’s design philosophy.

"Singapore has shaped us a lot more than people may realise," Ee remarked. "It is a city where space is precious, homes have to work very hard, and people tend to be very thoughtful about what they bring into them." This perspective is embedded in Castlery’s core design principles, which prioritize smart solutions for urban living. Their furniture is often characterized by clean lines, adaptable configurations, and a sophisticated minimalism that maximizes utility without sacrificing style. The Chelsea showroom is a direct manifestation of this philosophy, designed to reflect authentic urban living rather than idealized, unattainable interiors. It features 17 meticulously curated room settings, recreating compact home environments to demonstrate how Castlery furniture seamlessly integrates into smaller spaces, enhancing comfort and aesthetic appeal. Complementing this, the showroom will offer personalized styling consultations, guiding customers on space planning, layout optimization, and furniture selection.

The US market has also provided Castlery with unique insights into consumer behavior. Unlike Singapore, where purchasing decisions might be more considered and lead times more readily accepted, American consumers often expect rapid fulfillment. "In the US, many are renters. They sign a lease and need a sofa the next month," Ee explained. "That shifts delivery from being a support function to being part of the product." This demand for speed necessitates robust supply chain management, localized warehousing, and efficient last-mile delivery solutions, all of which Castlery has had to optimize to meet American expectations.

Furthermore, the sheer scale and diversity of the US market demand a highly adaptable approach. The country cannot be treated as a monolithic entity; consumer needs and lifestyles vary significantly across regions. "A customer in New York lives very differently from someone in Los Angeles, Austin or Seattle," Ee observed. "Space is limited in New York, while other cities may have more room for larger homes and outdoor living." This regional variation profoundly influences product development, requiring Castlery to consider factors like scale, materials, and how homes are used in different climates and cultural contexts.

Another striking cultural difference Ee highlighted is the American consumer’s propensity for vocal feedback. "If something doesn’t work, it shows up quickly and publicly," he noted. "We learned early on that you can’t just sell a beautiful product. In Singapore, trust builds more quietly. In the US, it’s built or broken in the open." This dynamic keeps the company highly responsive and agile, constantly iterating and improving its products and services based on direct, often public, customer input. This feedback loop is increasingly shaping Castlery’s product line, influencing considerations of scale, material durability, and functionality tailored to diverse American households.

When questioned about potential collaborations with American designers, Castlery indicated a selective but open stance. "We’re open to collaborations, but we’re quite disciplined about it," Ee confirmed, hinting that "a few things are in motion" and more details would be shared when appropriate. This disciplined approach suggests a focus on partnerships that genuinely align with Castlery’s brand ethos and design philosophy.

For Castlery, the New York opening transcends the mere launch of another retail outlet. It symbolizes a crucial transition for the brand, marking its evolution from a successful digitally native entity to a formidable global retail player with a tangible presence in key international markets. "New York is not just another store for us," Ee declared. "It’s the trigger for what comes next." Success in this iconic city will be measured beyond immediate sales figures; it will be gauged by Castlery’s ability to cultivate deep trust and foster long-term customer relationships. The showroom will officially open its doors to the public on May 15, accompanied by a weekend of introductory events designed to immerse New Yorkers in the Castlery brand experience. Ee’s ultimate vision encapsulates this long-term perspective: "If we can turn customers into believers, and believers into advocates who bring others in, then we’ve done our job." This strategic expansion into New York positions Castlery not just as a furniture provider, but as a lifestyle brand poised to leave an indelible mark on the global design stage.