Casa

What Casa does

Casa Holdings Limited is a Singapore-headquartered, SGX Mainboard-listed (since 20 September 1995) distribution and marketing group operating a one-stop household-appliance platform across 11 brand lines: EF, Elba, Beko, Rubine, Ferroli, Chateau, KITH (in-house brand), Westinghouse Homeware, uHoo, Evel, and Entropy. Casa was founded in 1976 as Casa (S) Pte. Ltd. with headcount in the 11-50 range and headquarters, showroom, and service centre co-located at 15 Kian Teck Crescent, Singapore 628884. Its portfolio spans built-in and freestanding cooking appliances, laundry and dishwashing machines, water heaters, kitchen sinks, faucets, showers, ceramic basins, wine coolers, HVLS fans, smart-home air-quality sensors, and Ultra-Low Frequency beverage technology.

Revenue is generated through three principal GTM motions: (1) channel sales via a network of more than 300 authorised retailers, interior designers, chain stores, and property-developer partners across Singapore; (2) direct-to-consumer sales through the proprietary Casa E-Shop e-commerce platform launched September 2020 and supported by a Casa Dollar loyalty program, free delivery, and extended warranty options; and (3) enterprise project sales supplying full-range kitchen and bathroom packages to property developers for new condominium, landed-property, and serviced-apartment developments (e.g., Normanton Park with Kingsford Huray Development, Skysuites@Anson with Allgreen Properties). Casa also holds exclusive Southeast Asia distribution rights for Italian HVLS fan maker Evel. Pricing is largely quote-based for project sales and unit-priced for retail/e-commerce, with promotional discounting (e.g., warehouse clearance events at up to 80% off) used as a demand-stimulation lever.

The Group has pursued adjacent diversification including a 2013 venture into property development in Malaysia's Iskandar region and the 2020 creation of the KITH by Casa in-house brand. Casa operates a Data Protection Policy aligned with Singapore's PDPA, holds bızSafe3 certification, and its distributed Beko brand ranked 17th on Real Leaders' Top 300 Impact Companies of 2023 for sustainability practices. Casa-branded distribution reach extends across Southeast Asia, Europe, Africa, and the Middle East via partner principals.

Name

Casa

Legal name

Casa Holdings Limited

Website

https://casa.sg

Company type

Public

Founded year

1976

Operating status

Operating

Headcount range

51–100 employees

Short description

Casa Holdings Limited is a Singapore-based, SGX-listed distributor and marketer of household appliances across 11 brands, serving residential consumers, a 300+ retailer network, interior designers, and property developers through its e-commerce platform, showroom, and project-based enterprise sales.

Ownership category

akta.pro rank

Product category

Home Appliance Distribution

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (449210)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Wholesale-Electrical Appliances, Tv & Radio Sets (5064)

akta.pro industry

PRIMARYCRACACAH

Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Home Appliance Retail (Major Appliances)

SECONDARYCRACACAA

Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Home Appliance Retail (Major Appliances)

SECONDARYCRACACAB

Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Home Appliance Retail (Major Appliances)

Keywords

• Home appliance distribution
• Household appliance retail
• Kitchen appliance supply
• Bathroom fixture distribution
• Consumer appliance distribution

Headquarters

HQ city

Jurong West

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Appliance Distribution and Sales: Casa generates revenue through marketing, distributing, and providing after-sales services for home appliances from its portfolio of brand partners including EF, Elba, Beko, Rubine, Chateau, Ferroli, Westinghouse, KITH, uHoo, and Evel. Revenue comes from product sales through its network of retailers, e-commerce platform, and direct project sales to property developers.
2. E-commerce Sales: Casa operates its own e-commerce platform (Casa E-Shop) selling appliances directly to consumers, offering products from multiple brands with features like Casa Dollar loyalty rewards, free delivery, and extended warranty options.
3. Project Sales to Property Developers: Casa supplies full range of kitchen appliances and bathroom fixtures for new condominium and property developments, working directly with developers such as Kingsford Huray Development and Allgreen Properties.
4. Entropy Premium Technology Products: Distribution of Entropy products featuring Ultra-Low Frequency wave technology for health benefits including antioxidants, metabolic energy, and taste enhancement in beverages.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Casa curates and distributes a full range of household appliances from a portfolio of 11 brands (EF, Elba, Beko, Rubine, Ferroli, Chateau, KITH, Westinghouse Homeware, uHoo, Evel, Entropy), covering cooking appliances, laundry appliances, bathroom fixtures, water heaters, wine coolers, cookware, air quality monitors, and HVLS fans. Distribution is carried out through the Casa E-Shop e-commerce platform, a physical showroom at 15 Kian Teck Crescent, an authorized retailer network of 300+ stores island-wide in Singapore, and direct project supply to property developers for new condominium and landed property developments.

Product overview

Casa Holdings is a leading distributor of household appliances in Singapore operating as a one-stop hub for busy homeowners. The company markets and distributes 11 distinct brands: EF (European-inspired appliances), Elba (Italian built-in cooking appliances), Beko (freestanding appliances focused on healthy living), Rubine (kitchen sinks and bathroom fixtures), Ferroli (heating systems), Chateau (wine coolers), KITH (in-house modern home products), Westinghouse Homeware (cookware), uHoo (air quality sensors), Evel (HVLS fans for industrial/commercial use), and Entropy (ULF beverage technology). The portfolio covers cooking appliances (cooker hoods, hobs, ovens, microwaves), laundry appliances (dishwashers, washing machines, tumble dryers), bathroom fixtures (water heaters, baths, toilets, showers, faucets, sinks), and specialty products. Casa operates an e-commerce platform (Casa E-Shop) and physical showroom, providing consultation, delivery, installation, and after-sales warranty services. The company serves residential consumers, retailers, interior designers, and property developers.

Differentiator

Problem solved

Functional benefit

Brands

• EF: European-inspired kitchen appliances brand that fuses contemporary European aesthetics with functional designs for Singaporean households.
• Elba
• Beko
• Rubine
• Ferroli
• Chateau
• KITH
• Westinghouse Homeware
• uHoo
• Evel
• Entropy

Products and services

• Casa E-Shop Proprietary online shopping platform for Casa's household appliances across multiple distributed brands, offering Casa Dollar loyalty rewards, free delivery, birthday perks, extended warranty options, and 24-hour access via computer, smartphone, and tablet.
• Project Services Project-based supply service for developers of condominiums, landed properties, and serviced apartments, providing consultation, supply and delivery, installation, and after-sales warranty support for full-range fitted kitchen appliances and bathroom fixtures across new residential developments.
• Warranty Registration Online warranty registration service for products purchased from Casa's distributed brands, available through the Casa E-Shop.
• Service Appointment Request After-sales service for repair appointments, accessible via online form, WhatsApp at +6597478743, or email at [email protected], supported by Casa's in-house service center and spare parts inventory at 15 Kian Teck Crescent.
• EF Combi Steam Oven - BO GE 1770SA M 60CM multifunction combi-steam oven with 17 functions, 25 automatic menus, 72L cavity volume, Pure Steam and Steam Assist features, dough proofing function, triple-glazed glass door, child lock, and A-10% energy efficiency class.
• KITH by Casa (in-house brand product line) Casa's in-house brand of modern, stylish, and innovative home products designed to gather family and friends, with the KITH Smokeless Grill featuring adjustable Swing Arm (up to 120°) and Auto-Rotate Grill Pan as its first launched product.
• uHoo Air Quality Monitor IoT-based smart air quality sensor distributed by Casa in Singapore that measures and monitors nine air quality factors in real time, with virus index, and integrates with Nest, Google Home, Amazon Echo, Ecobee, Philips Hue, and IFTTT for smart-home automation.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• BekocoreChannel Partner/ Reseller/ DistributorBeko is Europe's favourite freestanding home appliance brand, focused on innovation to make customers' lives more convenient and healthier. Casa distributes Beko products in Singapore. Beko has partnerships with leading organizations including FC Barcelona, Unicef, and Fenerbahce Men's Basketball Team. Beko was ranked 17th on Real Leaders Top 300 Impact Companies of 2023.
• FerrolicoreChannel Partner/ Reseller/ DistributorFerroli Group is a global heating industry pioneer with great reputation as 'heat bank' and one of the largest heating groups in the world. Has 28 industrial and commercial subsidiaries globally, over 8,000 employees, and consolidated sales revenue of 700 million Euros in 2009. Products include domestic and community heating systems, air conditioning, and hydro massage comfort systems.
• ElbacoreChannel Partner/ Reseller/ DistributorELBA has been a pioneer of Italian built-in cooking appliances since the 1970s. Has expertise and flexibility in producing domestic appliances meeting requirements of customers worldwide with expansion into over 75 different markets globally. Design is flexible in both quantity and quality, adapting to various cultures and lifestyles.
• RubinecoreChannel Partner/ Reseller/ DistributorFounded in 2000 by young professionals, Rubine started with 2 series of Stainless Steel kitchen sinks and now has over 100 models of sinks, becoming one of the biggest suppliers for kitchen sinks in Singapore and Malaysia. Has developed wide range of bathroom products including faucets, showers, ceramic basin, WC, water heater, and bathroom vanity. Products installed in condominiums, hotels, shopping malls in Australia, Morocco, Indonesia, Myanmar, and Brunei.
• ChateaucoreChannel Partner/ Reseller/ DistributorChateau Wine Coolers has been bringing fine selection of wine cabinets to Singapore since 2006, designed to preserve and present wines as part of Singaporean lifestyle. Combines style and substance with state-of-the-art coolers incorporating latest wine cooling technology to bring out true wine characteristics and flavor potential.
• EF (European Fabulous)coreChannel Partner/ Reseller/ DistributorEF was established to marry Eastern and Western ideals into homes, fusing progressive contemporary European aesthetics with functional designs based on detailed research. As part of Casa Holdings Ltd family, EF delivers best solutions for unique customers with core values of Care, Accountability, Support, and Ambition.
• Westinghouse HomewarecoreChannel Partner/ Reseller/ DistributorCasa became a Global Partner distributing Westinghouse cookware products in Singapore. Westinghouse has consistently provided innovative, reliable, high-quality products for over a century, known for ground-breaking technology and rock-solid dependability. Black marble series cookware features triple-layer marble pro-grade non-stick coating.
• KITHcoreChannel Partner/ Reseller/ DistributorKITH by Casa is Casa's in-house brand offering innovative home products launched in December 2020. Vision to provide modern, stylish, and innovative home products that gather family and friends for happy moments. First product was KITH Smokeless Grill with adjustable Swing Arm and Auto-Rotate Grill Pan.
• uHoominorChannel Partner/ Reseller/ DistributoruHoo is an air monitoring system founded by Dustin and Brian during their MBA at HKUST. Casa introduced uHoo in Singapore in September 2021. uHoo measures and monitors nine different air quality factors and a virus index, compatible with Nest, Google Home, Amazon Echo, Ecobee, and Philips Hue smart home devices.
• EVELminorChannel Partner/ Reseller/ DistributorEVEL is an Italian manufacturer of HVLS (High Volume Low Speed) fans and ventilation systems established in 1976. Factory is located in northern Italy. EVEL's technical team collaborated with University merging design and functionality for air treatment in large environments for industrial/commercial/zootechnics applications. Casa is the appointed distributor for EVEL products in Southeast Asia.
• EntropyminorChannel Partner/ Reseller/ DistributorEntropy is the world's first and only premium technology utilizing Ultra-Low Frequency wave to provide health benefits such as antioxidants, metabolic energy, and taste enhancement of beverages without chemicals or additives. Casa distributes Entropy products in Singapore.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Challenger Technologies: Singapore-listed consumer electronics and appliance chain with strong omnichannel presence; competes with Casa across IT, small appliances, and major household appliance categories.
• Courts Singapore: Major Singapore and Malaysia home appliance and electronics retailer with omnichannel (store + e-commerce) model and extensive product portfolio overlapping Casa's multi-brand appliance offering.
• Harvey Norman: Australia-founded home appliance, furniture, and electronics retailer with strong Singapore presence; competes head-to-head with Casa for major household appliance sales through showrooms and project contracts with developers.
• Audio House: Long-standing Singapore retailer for consumer electronics and home appliances with established developer relationships; competes with Casa for both retail and new-condominium project specifications.
• Best Denki: Japanese-founded consumer electronics and home appliance retailer with significant Singapore footprint; competes directly with Casa E-Shop and showroom for major and small appliance purchases.
• Mega Discount Store: Singapore-based home appliance and houseware retailer running a warehouse-clearance-led model (up to 80% off events) that competes directly with Casa's warehouse sales and loyalty-driven retail pricing.
• Gain City: Singapore-based air-conditioning and home appliance specialist with strong commercial project presence; overlaps with Casa's Ferroli heating and built-in appliance offerings for B2B project work.

Emerging players

• Lazada Singapore: Regional e-commerce marketplace that already carries Westinghouse Homeware products distributed by Casa; represents both a sales channel and a competitive threat to Casa's own D2C E-Shop pricing power.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCWWPR3vzxy1OAYkEwCFc7Ag
• Facebookfacebook.com/shop.casa.sg
• Instagraminstagram.com/casa_singapore
• TikToktiktok.com/@casa_singapore
• LinkedInlinkedin.com/company/casa-holdings

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Casa