Castlery

Castlery is a Singapore-based digital-first furniture and homewares brand founded in 2013 by Declan Ee, Fred Ji, and Zhou Zhiwei. Their mission is to make high-quality, stylish, and affordable modern and contemporary furniture accessible to everyone.

Here's a breakdown of key aspects about Castlery:

Business Model:
Direct-to-Consumer (DTC): Castlery operates primarily as a direct-to-consumer brand, cutting out middlemen to offer more competitive prices.
Digital-first with some physical presence: While they emphasize their online store for convenience, they also have physical showrooms in some locations (like Singapore and Australia) to allow customers to experience the furniture firsthand.
In-house Design and Manufacturing Oversight: They design their products in-house and oversee the entire build, ship, and delivery process, which they claim helps ensure quality and fair pricing. They also have their own factories that produce a significant portion of their best-selling items.
Focus on Product Development: In their early years, Castlery heavily invested in product development to engineer durable and aesthetically pleasing furniture.
Supply Chain Optimization: They have invested in advanced supply chain planning systems (like Kinaxis) to improve inventory management, demand forecasting, and overall efficiency, especially as they expanded internationally.

Product Range:
Castlery offers a wide array of modern and contemporary furniture for various rooms in the home, including:
Living Room: Sofas (sectional, leather, fabric), loveseats, armchairs, lounge chairs, coffee tables, side tables, console tables, TV cabinets, bookshelves, and living room sets.
Dining Room: Dining tables, dining chairs, dining benches, and dining sets.
Bedroom: Beds and bed frames (king, queen, full, twin), nightstands, dressers, chest of drawers, and bedroom sets.
Outdoor Furniture: Outdoor sofas, lounge chairs, dining tables, dining benches, and outdoor sets, often made with durable, weather-resistant materials like solid teak wood and aluminum.

Accessories: Mirrors (floor and wall), rugs, and various home accessories.

Their design styles often encompass mid-century modern, Scandinavian, minimalist, and modern farmhouse aesthetics.

Global Reach:
Castlery started in Singapore and has since expanded its footprint to include:
* Australia (2017)
* United States (2019)
* Canada

They focus on delivering stylish and quality furniture to major cities within these countries.