The Curtain Boutique

What The Curtain Boutique does

The Curtain Boutique is a Singapore-based direct-to-consumer retailer and installer of custom window furnishings, operating under legal entity AJ2 Holdings Pte. Ltd. The company sells and installs day curtains, blackout curtains, roller/roman/venetian/vertical/combi blinds, sheer shades, Hunter Douglas products, iGlass outdoor glass systems, and 3M window films. Its flagship offering is the authorised Ziptrak® track-guided outdoor blind system — licensed-in patented technology (side spline, SuperSpring®, Centre-Lock-Release, PestOut® pelmet, DualDrive®) that the firm has retailed in Singapore since 2017, with wind-load testing to 260 km/h by TUV SUD PSB.

The business model is a high-touch, showroom-led retail operation supported by in-house design consultation, on-site measurement, and professional installation. Customers transact via two Singapore showrooms (Ubi and Tradehub 21/Jurong), online free-quote requests, and HubSpot-powered booking, with project pricing typically in the SGD 2,000–6,000+ range per installation. Revenue is generated through one-time product sales bundled with professional services, targeting three primary residential segments — HDB residents, condominium owners, and landed property owners — across more than 12,806 cumulative clients.

Distribution is exclusively single-country (Singapore), with no reseller or wholesale channel disclosed. The firm differentiates on authorised Ziptrak® access, patented 10-year-warranty products, CaseTrust and BizSafe Star accreditations, and service-quality awards (SRA Retail Awards 2025, Expat Living Readers' Choice 2025, NTUC EXSA 2025). In January 2026 it launched The Home Collective, a loyalty programme bundling discounts from eight home-lifestyle partners to drive repeat engagement. Headcount is reported at 11–50, and the company remains privately held with no external funding rounds disclosed.

Name

The Curtain Boutique

Legal name

AJ2 HOLDINGS PTE. LTD.

Website

https://tcb.com.sg

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

The Curtain Boutique is a privately held Singapore direct-to-consumer retailer and installer of custom curtains, indoor blinds, and authorised Ziptrak® track-guided outdoor blinds, serving HDB, condominium, and landed-property homeowners across two Singapore showrooms.

Ownership category

akta.pro rank

Product category

Window Furnishings

NAICS

Window Treatment Retailers (449122)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Custom Drapery & Made-to-Measure Window Coverings Retail (CRAIAKAD)

akta.pro secondary industries

Curtains & Drapery Retail (Panels, Drapes, Sheers, Valances) (CRAIAKAC), Custom Window Blinds Retail (Wood, Faux Wood, Aluminum, Vertical) (CRAIAKAA), Curtain, Blind & Shade Installation/Repair (HSAGAAAG), Upholstery & Drapery Fabric Retail (CRALADAI)

Keywords

• Custom window furnishings
• Outdoor track blinds
• Balcony shading solutions
• Custom curtains supplier
• Ziptrak outdoor blinds

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Custom Window Furnishings Sales: Sale of custom-made curtains, blinds, and outdoor blind systems tailored to each customer's specific window measurements and requirements. Products include day curtains, blackout curtains, roller blinds, venetian blinds, roman blinds, sheer shades, and Ziptrak® outdoor blinds.
2. Professional Installation Services: In-house professional installation services for all window furnishing products. Includes site measurement, professional fitting, and after-sales support.
3. Consultation Services: Design consultation services provided by experienced design consultants who advise on ideal window furnishing solutions based on customer needs, property type, and budget.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

The Curtain Boutique is a Singapore-based retailer and installer of custom-made indoor window furnishings (curtains, roller/roman/venetian/vertical/combi blinds, sheer shades, Hunter Douglas) and outdoor shading solutions led by licensed Ziptrak® track-guided blind systems. The company operates two showrooms (Ubi and Jurong) and provides end-to-end services including free design consultation, on-site measurement, MCST compliance assistance, professional installation, and after-sales support for residential customers.

Product overview

The Curtain Boutique offers a comprehensive portfolio of window furnishing products and outdoor shading solutions. The core offering centres on Ziptrak® track-guided blind systems (outdoor, interior, and DualDrive hybrid variants) alongside an extensive range of indoor window treatments including day and blackout curtains, roller blinds, roman blinds, venetian blinds, vertical blinds, combi blinds, and sheer shades. The company also distributes Hunter Douglas products, iGlass outdoor solutions, 3M window films, and specialty curtain fabrics with stain-free and solar-control properties. A customer loyalty programme (The Home Collective) provides exclusive offers from partnered lifestyle brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Ziptrak® Outdoor Blinds Track-guided outdoor blind system that seals and stabilises fabric panels using patented side spline technology, providing weather protection, wind resistance up to 260 km/h, and gapless coverage for balconies and semi-outdoor spaces. Targeted at residential homeowners.
• Ziptrak® DualDrive Outdoor Blinds Hybrid Ziptrak® system combining motorised convenience with manual operation capability, allowing users to operate via motor or hand-push for flexibility during power outages. Targets homeowners seeking premium automation.
• Ziptrak® Interior Blinds Track-guided interior blind system for indoor use, offering smooth operation and aesthetic finish for residential interiors.
• Day Curtains Sheer curtains that allow natural light to filter into rooms while providing daytime privacy, featuring floaty fabric that softens room aesthetics. For residential living spaces.
• Blackout Curtains Light-blocking curtains available in Dim Out (80-90% light blocked) and full Blackout (100% light blocked) options, designed for bedrooms and light-sensitive spaces.
• Roller Blinds Modern minimalist blinds available in sheer or blackout fabric options, suitable for standalone installation or pairing with curtains.
• Roman Blinds Elegant fabric blinds that fold into pleats when raised, offering a tailored look with either sheer or blackout fabric options.
• Venetian Blinds Horizontal slat blinds available in aluminium, PVC, and wood materials, offering versatile light control and modern aesthetics.
• Vertical Blinds Vertical-oriented blind system with hanging slats, suitable for large windows and sliding doors.
• Combi Blinds Day and night blinds allowing adjustable light control by rotating between sheer and blackout sections, also known as Korean blinds.
• Sheer Shades Soft fabric shades providing diffused light while maintaining privacy, combining the elegant look of curtains with the functionality of blinds.
• Hunter Douglas Blinds Premium blind brand offering Duette Honeycomb shades and other energy-efficient, stylish window covering solutions.
• iGlass Outdoor Solutions Glass curtain systems for outdoor spaces, providing weather protection while maintaining visibility and aesthetic appeal for balconies.
• 3M Window Films Solar control and decorative window films that reduce heat, block UV rays, and enhance privacy on glass surfaces.
• Curtain Fabrics Range of curtain fabrics including Phifer solar fabrics with Microban protection and FibreGuard stain-free fabrics for upholstery.
• Design Consultation, Measurement & Installation Services End-to-end professional services including free in-showroom or online design consultation with design consultants, on-site measurement at customer properties, MCST compliance assistance for condo approvals, and professional in-house installation of all window furnishing products with after-sales support.
• The Home Collective Customer loyalty programme offering exclusive perks and discounts from partnered lifestyle brands including Calvary Carpentry, Eubiq, Goodsleep, Son & Bear, Wells, Yu Home, SG DefectScan, and Solar AC.

Quantifiable outcome

• Up to 99% wind, rain, and UV ray blockage with 1% openness fabric
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Calvary CarpentryminorGTM or Marketing PartnerLuxury timber decking and cladding provider. Part of The Home Collective lifestyle rewards program. TCB customers receive $100 off with minimum $1000 spend upon presenting their TCB invoice.
• EubiqminorGTM or Marketing PartnerModular smart power track systems provider. Part of The Home Collective lifestyle rewards program. TCB customers receive 10% off track bundles using code 'TCB10'.
• GoodsleepminorGTM or Marketing PartnerPremium mattresses and bedding provider. Part of The Home Collective lifestyle rewards program. TCB customers receive additional 10% off using code 'TCBperks'.
• SG DefectScanminorGTM or Marketing PartnerBCA-trained defect inspection company offering 24/7 WhatsApp support. Part of The Home Collective lifestyle rewards program. TCB customers receive $50 off pre/post renovation inspection.
• Son & BearminorGTM or Marketing PartnerStylish, family-friendly furniture provider. Part of The Home Collective lifestyle rewards program. TCB customers receive 10% off with minimum $2000 spend.
• WellsminorGTM or Marketing PartnerAward-winning air and water purifiers provider. Part of The Home Collective lifestyle rewards program. TCB customers receive additional 5% off on all water dispensers.
• Yu HomeminorGTM or Marketing PartnerAutomated laundry rack systems provider. Part of The Home Collective lifestyle rewards program. TCB customers receive $50 off with minimum $600 spend.
• Solar ACminorGTM or Marketing PartnerOfficial Mitsubishi Starmex dealer providing aircon solutions. Part of The Home Collective lifestyle rewards program. TCB customers receive complimentary site visit and 2 free quarterly servicing.
• Ziptrak®coreOEM/ Whitelabel/ Licensing PartnerAuthorized retailer of genuine Ziptrak® track-guided outdoor blind systems. The Curtain Boutique has been a pioneer retailer since 2017 and is recognized as a Top Ziptrak® Sales Award winner. Licensed to sell genuine Ziptrak® products with full manufacturer support and warranty.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 3 Day Blinds: US custom window treatments retailer providing in-home consultation, manufacturing, and installation. Closely comparable end-to-end custom-blinds service model targeting residential homeowners.
• The Shade Store: US-based DTC retailer of custom-made window treatments (curtains, Roman shades, blinds, drapery). Closely comparable business model: made-to-measure, design-consultant led, premium positioning, and project-based pricing.
• Blinds.com: US online-first retailer of custom blinds, shades, and shutters. Direct peer in custom window treatments with a national delivery model; contrasts with TCB's showroom-led approach but targets the same end-customer need.
• Hillarys: UK market leader in made-to-measure blinds, curtains, and shutters sold via in-home consultation and professional installation. Highly comparable full-service, consultative, custom-install model in residential window furnishings.
• Budget Blinds: US/North American franchise network for custom window coverings, in-home consultation, and professional installation. Comparable service-led, custom-measure retail model scaled via a partner/territory system.
• Smith & Noble: US-based custom window treatments retailer offering drapery, blinds, shades, and shutters with measuring and installation services. Directly comparable curated, made-to-measure product line and full-service positioning.

Broad incumbents

• Hunter Douglas: Global leader in custom window coverings (Duette, Silhouette, etc.) and a brand TCB actively retails. Comparable as a broad incumbent in the same window-treatment retail category, with a much larger product portfolio and geographic reach.
• Spotlight: Asia-Pacific big-box home furnishings and DIY retailer with a window-treatment category. Broad incumbent competitor addressing the same residential customer in Singapore with mass-market positioning.

Regional players

• Softhome: Singapore-based home furnishings retailer with a curtain and blind category. Regional peer competing for the same HDB/condo/landed residential customers in Singapore with a broader furniture assortment.
• Vhive: Singapore home furnishings superstore carrying curtains, blinds, and outdoor shading. Regional peer competing for the same Singapore residential market with a multi-category showroom model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tcb_singapore

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 The Curtain Boutique