What Storefriendly does

Storefriendly is a Singapore-based, privately held self-storage operator founded in 2011 (per company history) and positioned as Asia's largest self-storage operator, serving over 20,000 individuals and businesses across 7-8 facilities island-wide (Bedok South, Bukit Merah, Clementi, Jurong East, Hougang, Leng Kee, Paya Lebar, Ubi). The company offers a diversified portfolio beyond traditional self-storage, including climate-controlled wine lockers (from $119/month at 13°C), business and document archive storage, workspaces, coworking hot desking ($128/month), and bundled movers services through a partnership with Seung Services.

The company's technological differentiator is Storefriendly GO, a proprietary AI-powered robotic storage system using GObots to autonomously transport storage cabinets into a secure no-man zone for retrieval, deployed at Paya Lebar and Jurong East facilities and recognized with the 2022 SSAA Technology Award. Revenue is generated primarily through subscription-style monthly rentals of unit-based storage (lockers from $98/month to large units from $428/month) plus ancillary services — coworking, workspace rentals, merchandise, and professional movers — with no long-term leases and 14-day move-out notice. Customer segments span individual households (decluttering, renovation, seasonal storage), SMEs and eCommerce businesses (office, inventory, and document archive storage), wine collectors, and freelancers/entrepreneurs seeking integrated workspace-plus-storage offerings.

The company is backed by institutional investors Blackstone and Partners Group, with co-founder and Managing Principal Arthur Law recognized as a 2026 World Economic Forum Young Global Leader. Distribution is direct-to-consumer with an online-first booking model, supported by multi-channel marketing (website, SEO, paid search, social media, PR in major Singapore outlets, and a referral programme), and a channel partnership with Seung Services for moving services. All physical facilities operate under the SSAA-approved storage agreement framework with 24/7 access, climate control options, PIN/biometric security, and 24/7 CCTV surveillance.

Name

Storefriendly

Legal name

Storefriendly

Website

https://storefriendly.com.sg

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Storefriendly is a Singapore-based self-storage operator, Asia's largest, serving over 20,000 individuals and businesses across 7-8 facilities with self-storage, AI-powered robotic storage, wine storage, workspaces, coworking, and bundled movers services, backed by Blackstone and Partners Group.

Ownership category

akta.pro rank

Product category

Self-Storage Services

NAICS

Lessors of Miniwarehouses and Self-Storage Units (531130), General Warehousing and Storage (493110)

SIC

Public Warehousing & Storage (4220)

akta.pro primary industry

Climate-Controlled Self-Storage (HSAKAGAA)

akta.pro secondary industries

Standard/Non-Climate Self-Storage (HSAKAGAB), Residential Full-Service Storage (HSAKAHAA)

Keywords

• Self storage services
• Wine storage facilities
• Robotic storage automation
• Business storage units
• Coworking workspaces

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Self Storage Rental (Personal): Monthly rental of climate-controlled and standard storage units to individuals. Units range from lockers (starting at $98/month) to large units (starting at $428/month). No long-term lease required; customers pay monthly in advance under an SSAA-approved storage agreement. Stay can be as short as one month with 14 days notice to move out.
2. Business Storage Rental: Commercial and corporate storage unit rentals for businesses, including office storage, document/archives storage, inventory and eCommerce storage, equipment storage, and warehouse-style units. Flexible terms with sizes from 16 sqft to 400+ sqft. Paid monthly in advance.
3. Wine Storage: Premium climate-controlled wine storage with constant 13°C temperature and regulated humidity. Pricing starts from $119/month for wine lockers. Includes access to wine lounge and wine cellar at Bukit Merah location. Specialized wine insurance/protection plans available.
4. Workspace and Private Office Rental: Private office space and coworking desk rentals across selected locations (Bukit Merah, Jurong East, Ubi, Paya Lebar). Hot desking passes available from $128/month with complimentary meeting room hours and printing credits. Flexible rental options without long-term commitments.
5. Robotic Storage Rental: Storage units in climate-controlled robotic storage zones at Paya Lebar and Jurong East facilities. Units are accessed via a retrieval terminal where the GObot delivers the storage cabinet. Provides enhanced security and efficiency with the same flexible monthly rental model.
6. Movers Service: End-to-end moving services in partnership with Seung Services, covering packing, transportation, and storage placement. Offered as an add-on to storage customers and as standalone moving services. Revenue from transport fees and service charges.
7. Packing Supplies and Merchandise: Sale of packing supplies including boxes (small $8, large $9), collapsible boxes ($16), padlocks ($22), tape ($2.80), penknives ($2.50), bubble wrap ($6), and stretch film ($20). Sold at reception offices at all branches.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Storefriendly operates climate-controlled self-storage facilities across 7 Singapore locations, renting storage units on flexible monthly terms to both individuals and businesses. Its differentiated offering is the proprietary Storefriendly GO robotic storage system, where AI-powered GObots retrieve storage cabinets from a secure no-man zone. Complementary offerings include wine storage at constant 13°C, workspaces, coworking hot desking, and partner-coordinated movers services.

Product overview

Storefriendly is a Singapore-based self-storage platform offering a diversified portfolio of storage and workspace solutions. The core product is Self Storage (flexible units from 16-400 sq ft with climate control and 24/7 access), complemented by specialty Wine Storage (climate-controlled wine cellars at 13°C with private lockers and tasting lounge), and technology-differentiated Robotic Storage via the proprietary Storefriendly GO system (AI-powered autonomous agents for item retrieval). Additional services include Movers Service (via partner Seung Services), Business Storage (document, inventory, and warehouse solutions), Workspaces (private offices), and Coworking (hot desking at $128/month). A Merchandise line offers packing supplies. The platform operates 7 locations across Singapore (Bedok South, Bukit Merah, Clementi, Jurong East, Leng Kee, Paya Lebar, Ubi) with over 20,000 individual and business customers, and is backed by institutional investors Blackstone and Partners Group.

Differentiator

Problem solved

Functional benefit

Brands

• Storefriendly GO: Proprietary robotic self storage system using AI automation to store and retrieve items efficiently and securely. Uses robots called GObots to transport personal cabinets into safe, no-man zone areas.
• Gary the GO-bot

Products and services

• Self Storage Flexible month-to-month self-storage unit rentals (lockers through large 400+ sqft units) with climate-controlled air-conditioned options, 24/7 PIN-code and smart-card access, and no long-term lease commitments; available to individuals and businesses at all 7 Singapore branches.
• Wine Storage Premium climate-controlled wine storage at a constant 13°C with regulated humidity, offered as private wine lockers and walk-in cellars with optional wine lounge access at the Bukit Merah location; pricing starts from $119/month and optional wine-specific insurance is available.
• Robotic Storage (Storefriendly GO) Proprietary robotic self-storage system using AI-powered GObots to retrieve and deliver storage cabinets from a secure no-man zone at the Paya Lebar and Jurong East facilities, providing enhanced security, minimal handling, and 24/7 automated retrieval.
• Movers Service End-to-end moving service delivered in partnership with Seung Services, covering packing, transportation, and storage placement for residential and office relocations, with exclusive discounted lorry rates for Storefriendly customers on both move-ins and move-outs.
• Business Storage Commercial storage units (16–400+ sqft) for offices, SMEs, eCommerce businesses, and entrepreneurs, supporting office furniture, document and archive storage with 4-year record-keeping compliance, inventory and eCommerce stock, equipment, and warehouse-style needs on monthly terms.
• Workspaces Private office space rentals for freelancers, entrepreneurs, and small teams, fully equipped with storage integration, available at Bukit Merah, Jurong East, Ubi, and Paya Lebar locations on flexible terms.
• Coworking Hot-desking and shared office space priced at $128/month with complimentary 2-hour meeting room access and $8 monthly printing credits, available Monday–Friday 9am–6pm at Bukit Merah and Paya Lebar, and including access to integrated robotic storage.
• Merchandise Retail sale of packing supplies and moving accessories including small boxes ($8), large boxes ($9), collapsible plastic boxes ($16), padlocks ($22), tape ($2.80), penknives ($2.50), bubble wrap ($6), and stretch film ($20), sold at reception offices of all 7 branches.

Quantifiable outcome

• Serving over 40,000 households across Asia with backing from Blackstone and Partners Group
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

One partnership is on record.

• Seung ServicescoreStrategic or Co-development PartnerStorefriendly has partnered with Seung Services as its official moving partner to provide seamless end-to-end moving and storage services. Seung Services handles packing, transportation, and storage placement for Storefriendly customers. Exclusive discounted lorry transport rates are offered for both move-ins and move-outs, creating a bundled customer experience from moving to storage.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Lock+Store: Singapore-based self-storage operator offering individual and business storage units across multiple Singapore locations. Directly competes with Storefriendly for the same urban consumer and SME customer base in the same city-state.
• Extra Space Asia: Asia-Pacific self-storage brand operating facilities in Singapore and other Asian cities. Direct competitor to Storefriendly in the same climate-controlled self-storage category serving individuals and businesses.
• Cube Self Storage: Singapore self-storage provider with multiple branches across the island. Competes head-to-head with Storefriendly on personal and business storage in the same Singapore market.
• SafeStore: Singapore-based self-storage operator providing personal and business storage units. Comparable to Storefriendly on product offering, target customer, and Singapore-only geographic focus.

Broad incumbents

• Public Storage: Largest self-storage operator in the United States with thousands of facilities. A global reference incumbent in the self-storage category that validates the asset class and unit economics Storefriendly operates in, though geographically distinct.
• Shurgard Self Storage: Largest publicly listed self-storage company in Europe, operating 250+ facilities. Comparable as an established multi-country self-storage incumbent and a model for the kind of regional scale Storefriendly aspires to achieve in Asia.

Regional players

• National Storage REIT: Australia's largest self-storage operator with 250+ centers. Comparable as a regional, multi-country self-storage REIT that demonstrates how an Asia-Pacific storage platform could scale and eventually list.
• Kennards Self Storage: Australia and New Zealand self-storage operator with 100+ locations. Comparable as a regional multi-site storage operator with a similar mix of personal and business customers, though serving different geography.

Emerging players

• JustCo: Asia-Pacific coworking and flexible office operator headquartered in Singapore. Directly comparable on Storefriendly's workspaces and coworking product line, targeting the same freelancer and SME customer segment in Singapore.
• The Working Capitol: Singapore-based coworking and flexible workspace provider. Comparable on Storefriendly's coworking/workspaces offering, competing for the same Singapore freelancer and startup customer base that Storefriendly targets.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC6dIqvJdm6X0GB_ZIoWYMyA
• Facebookfacebook.com/storefriendlysingapore
• Instagraminstagram.com/storefriendlysg
• Xx.com/storefriendlysg
• LinkedInlinkedin.com/company/storefriendlysg

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 Storefriendly