What Castlery does

Castlery is a Singapore-founded direct-to-consumer furniture brand established in 2013 that designs and sells modern, design-forward furniture and home accessories online and through physical showrooms across five markets: Singapore, the United States, the United Kingdom, Australia, and Canada. The product portfolio centers on core categories including sofas, beds, tables, chairs, storage, outdoor furniture, and accessories, organized into named collections such as Tovi, Mori, Jonathan, Hugg, Lira, Arcadia, Vento, Isla, Forma, and Casa, alongside bundled furniture sets and services like a Room Designer tool, Web AR visualization, a customization service, and an interior styling service. The company's customer base spans urban dwellers in compact living spaces, middle-market consumers seeking affordable luxury aesthetics, families needing durable pet- and kid-friendly furniture, and property/real estate buyers furnishing vacation homes.

The business operates a digitally-native omnichannel model, with localized e-commerce storefronts as the primary sales channel complemented by physical showrooms in Singapore (Orchard flagship), Sydney, Brisbane, and a newly opened 3,000 sq ft flagship in New York's Chelsea district. The technology stack includes proprietary customer-facing tools (Room Designer, Web AR), a customization module for material and fabric configuration, and integration with Google's generative AI tools (Sketch Pro, Gemini) for advertising creative production, which the company reports has reduced ad production costs by approximately 60%. Financing is offered through a partnership with Affirm providing buy-now-pay-later options with low or 0% APR, supporting higher-ticket purchases.

Castlery monetizes through direct furniture sales (transactional, one-time purchase model), paid interior styling services, and accessory add-ons, with pricing tiers expressed as free-shipping thresholds (US $1,399, UK £1,099, Singapore S$500), bundle discounts of up to 15%, first-order promotional discounts of $50-$80, and a loyalty program (The Castlery Club). The company has actively diversified its supply chain, reducing production from China to approximately 20% and shifting to Vietnam, Thailand, and India in response to US tariff exposure. Strategic priorities include expanding physical retail to 8-12 global cities by 2029, growing the UK and Canada markets entered in 2025-2026, and pursuing sustainability commitments via partnerships with Maersk (ECO delivery) and WWF aligned with UN SDGs. Leadership comprises co-founder Declan Ee and founder & CEO Fred Ji.

Name

Castlery

Legal name

Castlery

Website

https://castlery.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

251–500 employees

Short description

Castlery is a Singapore-founded direct-to-consumer furniture brand operating in five markets (Singapore, US, UK, Australia, Canada), selling modern, design-forward furniture and accessories online and through physical showrooms to urban consumers seeking quality at accessible price points.

Ownership category

akta.pro rank

Product category

Modern Home Furniture

NAICS

Furniture Retailers (449110), Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Living Room Furniture Retail (Sofas, Sectionals, Recliners, Coffee/Side Tables, TV Consoles) (CRAIAAAA)

akta.pro secondary industries

Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC), Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB)

Keywords

• Modern furniture retail
• Direct-to-consumer sofas
• Home furnishings online
• Outdoor furniture collections
• Interior styling services

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Furniture Sales: Castlery generates revenue through direct online sales of modern furniture including sofas, beds, tables, chairs, storage, outdoor furniture, and accessories. The company operates across five markets (Singapore, US, UK, Australia, Canada) with online-first approach supplemented by physical showrooms. US online market currently generates 70% of US revenue.
2. Interior Styling Services: The company offers paid interior styling services to help customers design homes that are both beautiful and functional, with expert advice on furniture, layout, and styling.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Castlery designs, sources, and sells modern home furniture directly to consumers across five markets (Singapore, US, UK, Australia, Canada) through owned e-commerce storefronts and physical showrooms. The core catalog includes sofas, beds, tables, chairs, storage, outdoor furniture, curated furniture sets, and home accessories built with quality materials (real teak, marble, performance fabrics) for everyday urban living. Complementary paid services include an Interior Styling Service, a Customization Service for bespoke material and configuration choices, and digital planning tools (Room Designer, Web AR).

Product overview

Castlery is a Singapore-founded direct-to-consumer furniture brand founded in 2013, operating an e-commerce platform with physical showroom presence across Singapore, Australia, US, UK, and Canada. The company's product portfolio centers on modern furniture designed for real-life living, organized around core categories including sofas (Tovi, Mori, Jonathan, Dawson, Hamilton collections), beds (Joseph, Dalton, Camille, Miyo, Rochelle collections), tables (Forma, Casa, Seb, Belmont collections), chairs, storage solutions, and outdoor furniture (Isla, Rio, Sierra, Maui, Sorrento collections). The offering includes curated furniture bundles, home accessories (rugs, lighting, mirrors, dinnerware), and services such as the Room Designer Tool, Customization Service, Interior Styling Service, and Web AR visualization. Castlery positions itself as an affordable luxury brand with award-winning designs (Hugg, Lira, Mori recognized with iF Design Awards and Good Design Awards), emphasizing quality materials, timeless aesthetics, and everyday livability across mid-range price points.

Differentiator

Problem solved

Functional benefit

Products and services

• Sofas
• Beds
• Tables
• Chairs
• Storage
• Outdoor Furniture
• Furniture Sets
• Accessories
• Elevated Essentials Collection
• Castlery Compact Collection
• Interior Styling Service
• Customization Service

Quantifiable outcome

• 60% cost savings in ad production using Google's AI tools
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• MaerskcoreStrategic or Co-development Partner · 1 January 2024Partnership with Maersk's ECO delivery programme has enabled Castlery to achieve a 5,000 metric ton reduction in ocean freight emissions. This sustainability-focused partnership aligns with Castlery's five-year roadmap aligned to UN Sustainable Development Goals.
• WWF (World Wide Fund for Nature)coreStrategic or Co-development PartnerSustainability partnership with WWF as part of Castlery's environmental commitment and five-year sustainability roadmap aligned with UN SDGs.
• Pass It On StudiominorStrategic or Co-development PartnerSustainability partnership focused on responsible practices, included in Castlery's sustainability initiatives alongside WWF and Custos Technologies.
• GooglecoreTechnology or IntegrationCastlery uses Google's AI ad production tools including Sketch Pro and Gemini for creating advertising creative, achieving 60% cost savings compared to traditional methods. Google AI features including AI Overviews and Google Lens support Castlery's marketing operations.
• AffirmcoreGTM or Marketing PartnerFinancing partnership offering Buy Now Pay Later options with low or 0% APR, enabling customers to make higher-value furniture purchases through installment payments.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• IKEA: IKEA is the world's largest furniture retailer, known for affordable modern design and urban-compact solutions. Castlery positions above IKEA on materials and design quality but below on price, making IKEA a relevant mass-market benchmark for the modern urban customer.
• Wayfair: Wayfair is the largest pure-play online home goods and furniture retailer in the US, offering an enormous catalog across price points. Competes with Castlery for online furniture traffic and serves overlapping customer segments, though Castlery differentiates on curated design and brand.
• Room & Board: Room & Board is an American modern furniture retailer with showrooms across the US, focused on quality materials and contemporary design. Competes in a similar modern aesthetic to Castlery but skews higher on price points and is US-only.
• West Elm (Williams-Sonoma): West Elm is a Williams-Sonoma-owned modern home furnishings retailer with showrooms and e-commerce. Directly competes with Castlery in modern-mid-market furniture, particularly on sofas, bedroom, and dining, with broader catalog scale.
• Crate & Barrel / CB2: Crate & Barrel and its CB2 sibling brand are established modern home retailers with showroom networks in North America. Comparable to Castlery in modern design aesthetic and furniture category, but at larger scale and broader assortment.

Direct peers

• Burrow: Burrow is a DTC furniture brand specializing in modular, easy-to-assemble sofas and seating designed for urban living. Closely comparable to Castlery's modular compact-living thesis and mid-market modern positioning.
• Joybird: Joybird is a DTC mid-range modern furniture retailer owned by La-Z-Boy, offering customizable sofas, chairs, and case goods online and through showrooms. Comparable to Castlery in product mix, mid-market positioning, and customization-driven model.
• Article: Article is a DTC modern furniture brand selling mid-priced sofas, dining, bedroom, and outdoor furniture direct to consumers in North America. It is one of the closest direct competitors to Castlery in the modern-mid-market DTC furniture niche, with overlapping product categories and target customers.

Emerging players

• Interior Define: Interior Define is a DTC customizable furniture brand specializing in made-to-order sofas and sectionals with broad fabric options. Comparable to Castlery's customization and modular sofa offerings within the mid-market modern segment.
• Floyd: Floyd is a smaller DTC furniture brand focused on modular, durable, design-forward sofas, beds, and tables targeted at urban consumers. Comparable to Castlery's modular/compact thesis but at smaller scale and narrower catalog.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/castleryus
• Xx.com/castlery
• Facebookfacebook.com/castlery
• LinkedInlinkedin.com/company/castlery-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Castlery