Secretlab

What Secretlab does

Secretlab is a Singapore-headquartered direct-to-consumer premium gaming and ergonomic furniture company founded in 2014 (incorporated as Secretlab SG Pte. Ltd. in 2015). The company designs and sells ergonomic seating and sit-to-stand desks globally through 15+ owned regional e-commerce storefronts, with no third-party retail presence. Its core product platform comprises the TITAN Evo flagship gaming chair family (built around proprietary PlushCell visco-elastic foam, patent-pending cold-cure foam, L-ADAPT 4-way lumbar system, NanoGen hybrid leatherette upholstery, and CloudSwap interchangeable armrests), the ATLAS task chair introduced in 2026 as its first dedicated office seat, and the MAGNUS desk family (Pro and Evo sit-to-stand desks plus the fixed-height MAGNUS Metal desk) differentiated by a world-first integrated power supply column and a proprietary magnetic accessory ecosystem spanning monitor arms, PC mounts, cable management, MAGRGB Nanoleaf-powered lighting, MAGPAD desk mats, and L-shaped extensions. The business monetizes primarily through one-time hardware sales at premium price points (chairs $499-$699, desks $699-$988), supplemented by accessories, themed limited-edition collaborations with over 40 licensed franchises (Star Wars, Warhammer 40,000, Pokemon, Diablo, McLaren, Lamborghini, multiple anime titles, and others) priced at $614-$684, and extended warranty plus Affirm and Katapult financing. Customer acquisition is anchored by global esports sponsorships as the on-stage standard at League of Legends Worlds, Valorant Champions Tour, Dota 2 The International, the Esports World Cup, and the M7 World Championship, supported by brand ambassadors including Faker, Magnus Carlsen, Hans Zimmer, and TenZ, plus direct earned media through TechRadar, Wirecutter, IGN, CNET, and Business Insider editorial coverage and a 3M+ cumulative customer base with seasonal promotional cadence.

Name

Secretlab

Legal name

Secretlab SG Pte. Ltd.

Website

https://secretlab.co

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Gaming Furniture

NAICS

Office Furniture (including Fixtures) Manufacturing (3372)

SIC

Miscellaneous Furniture & Fixtures (2590), Office Furniture (No Wood) (2522)

akta.pro primary industry

Gaming Furniture & Ergonomics (Chairs, Desks, Mounts) (MPAFAGAJ)

Keywords

• Ergonomic gaming chairs
• Gaming furniture
• Sit-to-stand desks
• Task chairs
• Esports seating

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices10 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Gaming Chair Sales: Secretlab's primary revenue stream from direct-to-consumer sales of ergonomic gaming chairs (TITAN Evo series, TITAN Evo Lite, and ATLAS task chair) across its owned e-commerce storefronts globally. Chairs are sold in multiple size variants (Regular, XL) with various upholstery options, commanding premium price points of $499-$699+ for task chairs and $594-$684+ for gaming chairs.
2. Standing Desk & Desk Sales: Sales of the MAGNUS Pro sit-to-stand desk, MAGNUS Evo everyday sit-to-stand desk, and MAGNUS Metal fixed-height desk. Desks are sold in standard and XL sizes, with the MAGNUS Pro priced starting at $699-$769 and the MAGNUS Evo at $749. Bundled with desk ecosystem accessories (monitor arms, PC mounts, cable management) as natural upsell opportunities.
3. Accessories & Add-ons: Accessory sales including lumbar pillows, head pillows, armrest tops (PlushCell upgrade), footrests and legrests, protective floor mats, casters, cable management bundles, MAGRGB light strips, MAGPAD desk mats, monitor arms, PC mounts, and chair skins. Accessories provide recurring revenue and lower barrier to initial purchase through the 30-day trial program.
4. Themed & Licensed Product Collections: Special edition chairs and desk mats themed around licensed intellectual property (Star Wars, Warhammer 40,000, Diablo, Pokemon, Naruto, Dragon Ball Z, League of Legends, Cyberpunk 2077, Game of Thrones, and others). These limited-edition collaborations command premium pricing (e.g., $614-$684 for Warhammer chairs, $684 for Pokemon chairs) and drive urgency-based purchasing through pre-order waves.
5. Warranty Extensions & Service Plans: Secretlab offers extended warranty programs (up to 5 years) as an add-on purchase, providing recurring revenue post-initial sale. The company also offers flexible financing through Affirm (buy-now-pay-later) and Katapult lease-to-own options, reducing upfront cost barriers for premium-priced products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Secretlab designs, manufactures, and sells premium ergonomic gaming chairs (TITAN Evo series, TITAN Evo Lite, ATLAS task chair) and sit-to-stand desks (MAGNUS Pro, MAGNUS Evo, MAGNUS Metal Desk) direct-to-consumer globally. The portfolio is augmented by a proprietary magnetic desk accessory ecosystem (MAGPAD, MAGRGB lighting, monitor arms, cable management), SKINS chair covers, OTTO legrest, recliner add-ons, and an extensive line of franchise-licensed limited-edition chairs.

Product overview

Secretlab is a Singapore-based gaming furniture company offering a unified portfolio of ergonomic chairs and desks. The core product lines include the TITAN Evo flagship gaming chair series (available in regular, Lite, and NanoGen leatherette variants), the ATLAS task chair (first true office chair for home office use), and the MAGNUS desk family (MAGNUS Pro sit-to-stand, MAGNUS Evo everyday sit-to-stand, and MAGNUS Metal fixed-height desk). These are complemented by extensive accessories including the SKINS chair covers, OTTO legrest, recliner add-on, MAGRGB smart lighting (powered by Nanoleaf), monitor arms, cable management solutions, and the MAGPAD desk mat system. Secretlab differentiates through extensive licensed collaborations with franchises including Warhammer 40,000, Star Wars, Pokemon, Cyberpunk 2077, Game of Thrones, Diablo, McLaren, Lamborghini, and anime series such as Jujutsu Kaisen, Dragon Ball Z, Naruto, Demon Slayer, and League of Legends. Products are available directly through the Secretlab website with financing options via Affirm and Katapult, and HSA/FSA eligibility through Truemed.

Differentiator

Problem solved

Functional benefit

Brands

• TITAN Evo: Flagship ergonomic gaming chair series with proprietary PlushCell foam and 4-way L-ADAPT lumbar support.
• ATLAS
• MAGNUS Pro
• MAGNUS Evo
• MAGNUS Metal Desk
• SKINS
• OTTO
• PlushCell
• MAGRGB
• MAGPAD

Products and services

• Secretlab TITAN Evo Gaming Chair Secretlab's flagship ergonomic gaming chair featuring proprietary PlushCell memory foam technology, 4-way L-ADAPT Lumbar Support System, and adaptive cold-cure foam cushioning for all-day comfort across various postures.
• Secretlab TITAN Evo Lite Gaming Chair Budget-friendly variant of the TITAN Evo chair offering core ergonomic features at a lower price point.
• Secretlab ATLAS Ergonomic Task Chair Secretlab's first dedicated ergonomic task chair optimized for upright task-focused sitting, designed for home office use with automatic lumbar support and refined professional styling. Priced starting at $499/£399 (Standard) and $699/£599 (Premium).
• Secretlab MAGNUS Pro Sit-to-Stand Desk Secretlab's flagship electric sit-to-stand desk featuring world-first fully-integrated power supply column, best-in-class cable management, magnetic accessory ecosystem, and precision height adjustment from 25.6 to 49.2 inches.
• Secretlab MAGNUS Pro XL Sit-to-Stand Desk Extended-size variant of the MAGNUS Pro desk, 18% larger than standard model providing 70.0 L x 31.5 W inch surface area.
• Secretlab MAGNUS Evo Sit-to-Stand Desk Everyday sit-to-stand desk with adjustable height, magnetic accessories ecosystem, and cable management designed for simplified workspace organization at a more accessible price (starting at $749/£599).
• Secretlab MAGNUS Metal Desk Fixed-height computer desk at 29 inches with ultra-durable metal construction supporting up to 220lbs, featuring full-length cable management tray and magnetic ecosystem compatibility.
• Secretlab SKINS Chair Covers Chair cover skins designed for the TITAN Evo chair series, allowing users to refresh the look of their chair with themed designs including anime, gaming franchises, and solid colors, installable in under three minutes.
• Secretlab OTTO Adjustable Legrest Adjustable legrest with PlushCell memory foam providing comprehensive head-to-toe ergonomic support.
• Secretlab Ergonomic Recliner Add-On Chair add-on with adjustable tilt angle from 0 to 80 degrees, supporting loads up to 30kg for elevated leg support.
• Secretlab Professional Footrest Footrest with CloudSwap Technology allowing users to switch between dynamic movement and stationary foot support.
• Secretlab Premium Footrest Premium footrest with PlushCell Memory Foam for enhanced ergonomic support during extended sitting.
• Secretlab TITAN Evo x Warhammer 40,000: Dark Angels Edition Limited edition gaming chair featuring Caliban green coloring, 3D embroidered rivets, and purity seal inscribed with words from Supreme Grand Master Azrael, priced between $614-$664.
• Secretlab Titan Evo The Mandalorian Edition Limited edition Star Wars chair featuring chrome leatherette finish mimicking Beskar armor, Mudhorn skull on headrest, and 'This is the Way' in Mando'a, starting at $664.
• Secretlab Pokemon Titan Evo Chairs Three limited edition Pokemon-themed chairs (Pikachu, Gengar, Eevee) featuring plush velour and microsuede materials, priced at $684 each to celebrate Pokemon's 30th anniversary.
• Secretlab Magnus Pro Diablo Edition Diablo-themed Magnus Pro desk featuring stained glass-inspired designs depicting the conflict between High Heavens and Burning Hells, bundled with matching desk mat.

Quantifiable outcome

• Pressure relief through adaptive posture support — movement distributes stress more evenly across seating surface, preventing pain and discomfort during extended sitting sessions.
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature11 records

Partnerships

Eleven partnerships are on record, tiered core, major and supporting.

• League of Legends Esports (Riot Games)coreStrategic or Co-development PartnerSecretlab is the official on-stage standard chair provider for League of Legends esports globally, including the World Championship and regional leagues. This flagship esports partnership provides tournament-stage visibility and brand credibility across the world's most-watched esports ecosystem. Faker (T1), Secretlab's brand ambassador, is a 5x LoL World Champion.
• Valorant Champions Tour (Riot Games)coreStrategic or Co-development PartnerSecretlab serves as the official on-stage standard chair for Valorant Champions Tour events globally, including the Champions championship. Brand ambassador Tyson 'TenZ' Ngo is a VCT 2024 Masters Madrid Champion. The partnership covers tournament staging and branded product collections.
• Dota 2 / The International (Valve)coreStrategic or Co-development PartnerSecretlab provides the on-stage standard seating for Dota 2's The International tournament, the world's largest esports event by prize pool. Clement 'Puppey' Ivanov, captain of Team Secret (The International 2021 runner-up), is a Secretlab brand ambassador.
• Esports World Cup (Saudi Arabia / Savvy Games Group)majorStrategic or Co-development PartnerSecretlab is featured as the on-stage standard at the Esports World Cup in Riyadh, Saudi Arabia — a major international esports event backed by Saudi Vision 2030's $38 billion gaming investment via Savvy Games Group. The event has a $60 million prize pool and serves as a flagship venue for Secretlab's global brand visibility.
• M7 World Championship / Mobile Legends (MOONTON Games)majorStrategic or Co-development PartnerSecretlab supports the M7 World Championship for Mobile Legends: Bang Bang held in Jakarta, Indonesia (January 2025), featuring 22 teams competing for a USD 1 million prize pool. The partnership elevates Secretlab's presence in Southeast Asia's growing esports market.
• NanoleafcoreTechnology or IntegrationSecretlab's MAGRGB smart lighting system is powered by Nanoleaf technology, integrating with the Nanoleaf smart home ecosystem for Apple HomeKit and Google Home voice control, custom scene creation, and synchronization with other RGB accessories. The partnership enables Secretlab to offer smart home integration without developing proprietary smart home infrastructure.
• T1 (Faker's Esports Organization)coreGTM or Marketing PartnerSecretlab has a brand partnership with T1, the premier League of Legends esports organization home to 5x World Champion Lee 'Faker' Sang-hyeok. The partnership includes dedicated T1-branded products (T1 edition MAGPAD desk mats) and cross-promotional content featuring T1 players.
• AffirmsupportingTechnology or IntegrationSecretlab partners with Affirm to offer buy-now-pay-later financing options, with rates from 0-36% APR and payment terms displayed at checkout. Affirm enables higher average order values by reducing upfront cost barriers for premium-priced chairs and desks.
• KatapultsupportingTechnology or IntegrationSecretlab partners with Katapult for lease-to-own financing, allowing customers to start with an initial payment as low as $1 (usually $45) and spread payments over time. This targets customers who prefer not to finance through traditional credit or who want ownership flexibility.
• TruemedsupportingGTM or Marketing PartnerSecretlab partners with Truemed to enable customers to use HSA/FSA health savings funds for ergonomic chair and desk purchases, marketed as products that 'support healthful posture'. This positions Secretlab as a health/wellness purchase rather than purely a gaming/entertainment expense.
• HSA / FSA Eligible Product Designation (Truemed)supportingGTM or Marketing PartnerSecretlab works with Truemed to certify its chairs and desks as HSA/FSA eligible products, enabling customers to use health savings funds for purchases. This expands the addressable market to health-conscious consumers who view ergonomic furniture as a medical/health investment.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Steelcase: Steelcase is the world's largest office furniture manufacturer (Series 1, Leap, Gesture) and a direct competitor for Secretlab's ATLAS in the corporate office and home office segments, with established B2B dealer networks that Secretlab lacks.
• Herman Miller (now MillerKnoll): Herman Miller is the dominant premium office furniture maker (Aeron, Sayl, Embody) and Secretlab's ATLAS task chair explicitly competes with its entry-level offerings—an analogous product position where Secretlab uses its D2C model to undercut Herman Miller's $800-$1,500 price points.

Direct peers

• DXRacer: DXRacer is one of the original gaming chair brands, offering a direct catalog of racing-seat-style gaming chairs (Formula, Master, Drifting series) at $300-$700. It is the closest historical analogue to Secretlab and competes head-to-head in the gaming-chair category globally.
• FlexiSpot: FlexiSpot is the leading challenger in the standing/sit-to-stand desk category (E7, E7 Pro, EC1) and competes directly with Secretlab's MAGNUS Pro and MAGNUS Evo lines on price, motor reliability, and accessory ecosystems.
• Logitech G x Herman Miller Embody: The Logitech G x Herman Miller gaming version of the Embody chair targets the premium gamer with a $1,500+ price point, representing the high-end competitive overlap and the convergence of premium office ergonomics with gaming branding.
• AKRacing: AKRacing manufactures gaming chairs (Master Series, Premium, Office) and competes directly with Secretlab on ergonomic gaming seating for esports players and streamers, with a similar premium positioning and distribution footprint.
• Razer (Iskur / Fujin Pro): Razer has expanded from gaming peripherals into ergonomic gaming chairs (Iskur, Iskur V2, Fujin Pro) under its lifestyle/gaming ecosystem, competing directly with Secretlab's TITAN Evo for the same esports-enthusiast buyer.
• Corsair Gaming: Corsair acquired the gaming furniture brand ORIGIN (and broader Elgato/Endgame gear) and offers the T3 Rush gaming chair directly comparable to Secretlab, leveraging its strong PC gaming accessories channel and direct competitor in the gaming chair category.
• noblechairs: noblechairs (owned by Overclockers UK parent) is a premium gaming chair maker with EPIC, HERO, and ICON series featuring real leather and ergonomic builds, directly competing with Secretlab's TITAN Evo in the $400-$700 premium gaming chair segment.

Emerging players

• Boulies: Boulies is a newer entrant in gaming/office chairs (Op, Elite, Ninja Pro series) competing with Secretlab at the value-to-premium intersection, frequently referenced as a value alternative to Secretlab TITAN Evo in comparison reviews.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/secretlabchairs

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Secretlab