Xtra
Xtra is a Singapore-based premium multi-brand furniture and lighting retailer founded in 1989, operating as the authorized dealer for over 40 international design brands across a Marina Square showroom and xtra.com.sg e-commerce platform, serving affluent residential consumers and A&D professionals via its XTRA Contract division.
- Company typePrivate
- Founded1989
- HeadquartersSingapore, Singapore
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Xtra does
Xtra is a Singapore-based premium multi-brand furniture and lighting retailer founded in 1989, operating as the authorized local dealer for over 40 international design brands including Herman Miller, Louis Poulsen, Muuto, Tom Dixon, Magis, Moroso, Carl Hansen & Søn, Dedon, Tribù, Gloster, Kettal, String Furniture, Cesar, Poggenpohl, and Porro. The company distributes products through a dual-channel model: a single physical retail showroom located at Marina Square in Singapore and a direct e-commerce platform at xtra.com.sg, with a separate XTRA Office sub-brand for commercial/office furniture and a dedicated XTRA Contract division serving architects and designers on project-based specifications. Underlying technology is a conventional e-commerce storefront (Shopify-style URL structure with vendor filter pages, CDN-hosted product imagery, and standard collection taxonomy across furniture, outdoor, lighting, and kitchen/wardrobe categories).
The business operates on a one-time-sale unit-pricing model with pay-as-you-go billing, no subscription or recurring revenue layer, and free delivery for orders above S$1,000. Customer segments split between premium residential consumers seeking high-end designer furniture for homes and apartments, and B2B A&D professionals procuring contract-grade furniture for hospitality, commercial, and residential fit-out projects. Product breadth spans seating, tables, storage, beds, rugs, lighting (indoor and outdoor), outdoor furniture, and integrated kitchen and wardrobe systems, with average selling prices ranging from S$30 for accessories to over S$12,000 for signature pieces such as the Herman Miller Eames Lounge Chair. The company employs 101-250 people, is privately held, and operates exclusively in the Singapore domestic market with no disclosed international footprint.
Xtra firmographics
Firmographics- Name
- Xtra
- Legal name
- Xtra
- Website
- https://xtra.com.sg
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Xtra is a Singapore-based premium multi-brand furniture and lighting retailer founded in 1989, operating as the authorized dealer for over 40 international design brands across a Marina Square showroom and xtra.com.sg e-commerce platform, serving affluent residential consumers and A&D professionals via its XTRA Contract division.
- Ownership category
- akta.pro rank
Where Xtra is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Xtra business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Furniture and Lighting Retail: Operates as a high-end furniture and lighting retailer in Singapore, selling internationally recognized design brands through both physical showroom and e-commerce channels. Revenue is generated through direct product sales to consumers and design professionals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with free delivery threshold |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Xtra product offering
Product offeringCore offering
Xtra is a Singapore-based multi-brand premium furniture and lighting retailer that curates and retails designer products from over 40 internationally recognized brands. Its core offering spans seating, tables, storage, beds, rugs, outdoor furniture, designer lighting, and kitchen systems sold through both a physical showroom at Marina Square and an e-commerce storefront at xtra.com.sg. The company also operates the XTRA Contract division to serve architects, interior designers, and commercial project clients with project-based procurement and specification support.
Product overview
XTRA is a Singapore-based premium furniture retailer operating a multi-brand platform model. The company curates and distributes high-end furniture and lighting from over 40 international design brands, organized across furniture categories (seating, tables, storage, bedroom), outdoor furniture, and lighting. Key brand partnerships include Herman Miller, Muuto, Louis Poulsen, Magis, Moroso, Carl Hansen & Son, Tom Dixon, String Furniture, and numerous other European and international designers. XTRA operates both retail (B2C) for individual consumers and contract (B2B) services for architects and designers through XTRA Contract division.
Differentiator
Problem solved
Functional benefit
Products and services
- Herman Miller Collection Premium ergonomic seating and office furniture line including the Aeron Chair (from S$2,139), Eames Lounge Chair (from S$12,590), Embody Chair, Sayl Chair, and Vantum Gaming Chair for home offices and professional workspaces.
- Muuto Collection Modern Scandinavian furniture featuring the Outline Sofa, Rest Sofa, Fiber Armchair, Cover Armchair, Workshop Table, and Stacked Storage System for contemporary Nordic living spaces.
- Louis Poulsen Lighting Danish lighting design including PH series lamps, Panthella Portable Lamp (from S$408.50), PH Centenary Collection pendant, table, floor, and portable lighting fixtures.
- Magis Furniture Italian-designed furniture including The Wild Bunch series (Topsy, Tom, Spike, Butch, Cuckoo, Tyke), Puppy, Steelwood Chair, Voido Rocking Chair, and outdoor Folly collection for playful, innovative design.
- Moroso Collection Italian upholstered furniture including Gogan Sofa, Pacific Sofa, Fjord Armchair, Redondo Armchair, and M.a.s.s.a.s. Sofa featuring bold colors and contemporary design.
- Carl Hansen & Son Collection Danish woodworking craftsmanship including CH24 Wishbone Chair, CH25 Lounge Chair, Embrace Chair series, and Sideways Lounge Chair emphasizing classic Danish design and sustainable practices.
- Tom Dixon Lighting & Furniture British design brand offering Fat Lounge Chair, Melt Portable Lamp, Slab Lounge Chair, Copper pendant lights, and Press Vase characterized by industrial materials and sculptural forms.
- String Furniture Shelving Systems Swedish modular shelving systems including the String Planner, Free Standing Shelf (from S$1,239), String Pocket, and Work Desk featuring the iconic wire-and-panel design system.
- Dedon Outdoor Furniture Luxury outdoor furniture including Mbarq Sofa, Daydream Daybed, Kida Hanging Lounge Chair, Atolo Lounge Chair, and Seashell Lounger featuring weather-resistant materials and contemporary outdoor design.
- Tribù Outdoor Furniture Belgian outdoor living furniture including Branch Lounger, Senja Lounger, Tosca Sofa, and Illum Armchair focused on refined, comfortable outdoor seating.
- Gloster Outdoor Furniture British outdoor furniture including Kay Lounge Chair, Zenith Sofa, Grid Sofa, and Raw Dining Table featuring teak and contemporary outdoor designs.
- Kettal Outdoor Furniture Spanish outdoor furniture including Roll Dining Chair, Giro Folding Chair, Cala Dining Armchair, Band Dining Chair, and Maia Egg Swing for contemporary outdoor collections.
- Pedrali Contract Furniture Italian contract furniture including Nemea 2826, Nemea 2825, Nemea 2824, and Ester 690 focused on contemporary Italian design for professional spaces.
- Nanimarquina Designer Rugs Spanish designer rugs including Tres, Quill, Flora Bloom, Chillida Collage 1966, Capas, Aros, and Blur collection featuring contemporary designs from renowned artists.
- Cesar Kitchens Italian modular kitchen systems featuring contemporary kitchen design for residential projects.
- Poggenpohl Kitchens German premium kitchen systems known for high-end modular kitchen design and craftsmanship.
- XTRA Contract Services Professional B2B contract furniture services for architects and designers, offering dedicated shortlist building and specification support for commercial and institutional projects in Singapore.
Companies that use Xtra
Customer profileSegments2 records
Ideal customer profiles2 records
Xtra technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Xtra partnerships and signals
Strategic signalPartnerships
42 partnerships are on record, tiered core and minor.
- Herman MillercoreAuthorized Herman Miller retailer in Singapore, offering the full range of Herman Miller products including the iconic Aeron Chair, Eames Lounge Chair, Embody Gaming Chair, and other office and home furniture. Products feature free delivery and warranty support.
- MuutocoreAuthorized Muuto retailer offering Scandinavian design furniture including the Outline Sofa, Fiber chair collection, and extensive range of storage and accessories.
- Louis PoulsencoreAuthorized Louis Poulsen lighting retailer offering the complete PH series, Panthella collection, and other iconic Danish lighting designs.
- Tom DixoncoreAuthorized Tom Dixon retailer for British design lighting and accessories including the Melt Portable Lamp, Fat chair collection, and Copper accessories.
- MagiscoreAuthorized Magis retailer for Italian design furniture including the Chair One, Steelwood collection, Puppy, and The Wild Bunch children's furniture.
- Carl Hansen & SøncoreAuthorized retailer for Danish furniture maker Carl Hansen & Søn, featuring the iconic Wishbone Chair (CH24), Embrace series, and RF1900 Sideways series.
- MorosocoreAuthorized Moroso retailer for Italian design sofas and furniture including the Redondo, Gogan, and M.a.s.s.a.s. collections.
- Diesel with MorosominorAuthorized retailer for the Diesel with Moroso collaborative design collection featuring distinctive contemporary furniture pieces.
- Normann CopenhagencoreAuthorized Normann Copenhagen retailer offering Danish design furniture and accessories including the Form series, My Chair, and Bit Stool collection.
- DedoncoreAuthorized Dedon retailer for premium outdoor furniture including the Mbarq Sofa, Daydream Daybed, and extensive outdoor lounge and dining collections.
- TribùcoreAuthorized Tribù retailer for Belgian luxury outdoor furniture including the Branch, Senja, and Tosca outdoor collections.
- GlostercoreAuthorized Gloster retailer for premium outdoor furniture including the Grid, Kay, and Zenith outdoor collections.
- KettalcoreAuthorized Kettal retailer for Spanish outdoor furniture including the Roll, Cala, and Giro outdoor collections.
- PedralicoreAuthorized Pedrali retailer for Italian contract furniture including the Nemea chair series, suitable for both residential and commercial applications.
- String FurniturecoreAuthorized String Furniture retailer for Swedish modular shelving systems including the String System, String Pocket, and String Planner design assistance tool.
- Audo CopenhagencoreAuthorized Audo Copenhagen retailer offering Scandinavian furniture and lighting including the Afteroom and Tearoom collections.
- MiniformscoreAuthorized Miniforms retailer for Italian contemporary furniture including the Soda, Nebulone, and Decapo table collections.
- HoptimistcoreAuthorized Hoptimist retailer for Danish design figurines and accessories including the Bimble, Bumble, and extensive collection of whimsical design objects.
- BD BarcelonacoreAuthorized BD Barcelona retailer for Spanish design furniture including the Jamaica Stool, Monkey Side Table, and Happy Yeti Vase.
- CesarcoreAuthorized Cesar retailer for Italian kitchen systems offering premium kitchen design and manufacturing.
- PoggenpohlcoreAuthorized Poggenpohl retailer for German premium kitchen systems known for high-quality design and craftsmanship.
- PorrocoreAuthorized Porro retailer for Italian furniture and wardrobe systems including the Makura, Byron, and Romby collections.
- NanimarquinacoreAuthorized Nanimarquina retailer for Spanish designer rugs including the Tres, Quill, and Chillida Collage collections.
- FloucoreAuthorized Flou retailer for Italian bed collections including the Gaudi and Angle designer beds.
- BolzancoreAuthorized Bolzan retailer for Italian designer beds including the Selene and Jill bed collections.
- AlivarcoreAuthorized Alivar retailer for Italian modern furniture including the Swing, Amanda, and Arca collections.
- MattiazzicoreAuthorized Mattiazzi retailer for Italian wooden furniture including the MC 4 Medici Lounge chair collection.
- BensencoreAuthorized Bensen retailer for Canadian modern furniture including the Circa Lounge Chair and Able Desk.
- PiancacoreAuthorized Pianca retailer for Italian contemporary furniture including the Fushimi table and Chloé storage collections.
- La PalmacoreAuthorized La Palma retailer for Italian furniture including the Kai Stool, Lem Stool, and Thin Stool collections.
- KristaliacoreAuthorized Kristalia retailer for Italian design furniture including the BCN Stool and Maki Table.
- Pol74coreAuthorized Pol74 retailer for Italian design furniture.
- Swan ItaliacoreAuthorized Swan Italia retailer for Italian designer chairs including the Hemingway, Molvedo, and Hills collections.
- Toulemonde BochartcoreAuthorized Toulemonde Bochart retailer for French designer rugs including the Torsade and Fusion Feu collections.
- WoodnotescoreAuthorized Woodnotes retailer for Finnish design products.
- Design Within ReachcoreAuthorized Design Within Reach retailer offering accessible modern design furniture.
- BoloncoreAuthorized Bolon retailer for Swedish design rugs including the Sage Sashiko, Botanic, and Elements collections.
- GraucoreAuthorized Grau retailer for German design lighting including the Parrot Floor and Flying lamp collections.
- ParachilnacoreAuthorized Parachilna retailer for contemporary lighting design.
- VibiacoreAuthorized Vibia retailer for Spanish contemporary lighting design.
- TuucicoreAuthorized Tuuci retailer for premium outdoor umbrellas and shade structures.
- Royal BotaniacoreAuthorized Royal Botania (Royal Botannia) retailer for Belgian outdoor furniture.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Xtra competitors and assessment
Company assessmentRegional players
- King Living: Australian premium furniture manufacturer-retailer with showrooms across Asia-Pacific including Singapore. Overlaps with Xtra in premium residential leather and modular sofa category, with comparable price points and brand-led showroom experience.
Direct peers
- Roche Bobois: French luxury furniture retailer with showrooms worldwide including Singapore. Sells high-end European designer furniture and sofas with similar B2C/B2B architect-and-designer service model and comparable price points to Xtra's premium assortment.
- BoConcept: Global premium Danish-designed furniture retailer with a multi-country franchise store model, including Singapore. Competes head-to-head with Xtra in the mid-to-upper premium residential furniture segment through showrooms and design consultation services.
- HipVan: Singapore-founded online-first furniture and home retailer carrying multiple designer-look brands. Competes with Xtra on the same Singapore customer base with overlapping mid-premium price positioning, though with a digital-first rather than showroom-first model.
- Dtale: Singapore-based premium contemporary furniture retailer carrying multiple international design brands (similar multi-brand showroom model to Xtra) with both physical and online presence targeting the same affluent Singapore customer base.
- Originals: Singapore-based designer furniture boutique retailing iconic international brands and contemporary design pieces. Direct competitor for the same premium residential and A&D customer segment as Xtra in Singapore.
- Commune: Singapore-headquartered premium furniture and home furnishings retailer with showrooms across Southeast Asia, offering curated designer-look and own-brand contemporary furniture. Overlaps with Xtra on Singapore premium retail customers and residential project work.
Others
- Molteni&C: Italian premium kitchen and furniture manufacturer with flagship monobrand showrooms globally and a presence in Singapore. Comparable to Xtra's premium positioning and overlapping customer base of architects and luxury residential developers; serves as both a potential brand partner and adjacent competitor.
- Minotti: Italian luxury furniture maker with company-owned flagship showrooms across Asia including Singapore. Targets the same ultra-premium residential and contract market as Xtra with overlapping A&D professional clientele.
Broad incumbents
- Herman Miller (Direct): Major US office and premium home furniture manufacturer that Xtra distributes in Singapore. Increasingly sells direct to consumer in Asia via its own e-commerce — overlapping with Xtra on flagship SKUs like Aeron, Eames, and Embody chairs and creating potential disintermediation risk.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Xtra social profiles
Digital presenceXtra financial estimates
Financial estimateRevenue estimate
Valuation estimate
Xtra leadership team
Management profileNumber of profiles
Profiles1 record
Xtra funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Xtra M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Xtra
What does Xtra do?
Xtra is a Singapore-based multi-brand premium furniture and lighting retailer that curates and retails designer products from over 40 internationally recognized brands. Its core offering spans seating, tables, storage, beds, rugs, outdoor furniture, designer lighting, and kitchen systems sold through both a physical showroom at Marina Square and an e-commerce storefront at xtra.com.sg. The company also operates the XTRA Contract division to serve architects, interior designers, and commercial project clients with project-based procurement and specification support.
Is Xtra a public or private company?
Xtra is a private company. It is classified as unknown and is currently operating.
When was Xtra founded?
Xtra was founded in 1989. It employs 101 to 250 people.
Where is Xtra based?
Xtra is headquartered in Singapore, Singapore, in the Asia region.
How does Xtra make money?
One revenue line is on record: furniture and Lighting Retail.
Who are Xtra's main competitors?
King Living is listed as a regional player. Direct peers are Roche Bobois, BoConcept, HipVan, Dtale, Originals and Commune. Others are Molteni&C and Minotti. Herman Miller (Direct) is listed as a broad incumbent.
Does Xtra have an API?
No public API is recorded for Xtra.