Excel Hardware
Excel Hardware is a Singapore-based furniture hardware manufacturer and wholesale distributor selling 832+ SKUs of hinges, aluminium cabinets, formaldehyde-free plywood, and modular wardrobes to homeowners, interior designers, and renovation contractors via a DTC e-commerce storefront, Brand Experience Centre, B2B portal, and three-tier partner ecosystem.
- Company typePrivate
- Founded1998
- HeadquartersSingapore, Singapore
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Excel Hardware does
Excel Hardware Pte. Ltd. is a Singapore-incorporated furniture hardware manufacturer and wholesale distributor established in 1998, operating from a headquarters and Brand Experience Centre at 10 Admiralty Street, Singapore. The company sells 832+ SKUs across eight categories — hinges and dampers, cabinets and drawers, kitchen baskets, dish racks, pull-out table fittings, knobs and handles, sliding door fittings, and wardrobes — alongside five proprietary sub-brands: Ecoply (SGS-certified, WHO-compliant formaldehyde-free plywood), Alumlus (100% waterproof, fire-resistant, termite-proof aluminium kitchen cabinets with lifetime warranty), the Korean Concept Pole System (modular wardrobe system), Chemarw 3 Rose Gold premium wardrobe accessories, and the Matte Black SUS304 stainless steel collection. Product prices range from entry-level soft-closing hinges at SGD 4.88 to a 3D Standard Korean Concept Pole System package at SGD 12,888, with aluminium cabinet luxury packages priced at SGD 468-SGD 3,288 per foot.
The company runs a hybrid go-to-market combining a direct-to-consumer e-commerce storefront (excelhw.com.sg) with Atome BNPL, Google Pay, Apple Pay, and major card payments; a dedicated B2B portal (b2b.excelhw.com.sg) with business accounts for interior designers and contractors; the physical Brand Experience Centre offering personalised consultations; and a three-tier Excel Preferred ecosystem — EPP (renovation contractors), EPC (craftsmen with a store-credit purchasing wallet), and EPS (20+ vetted suppliers) — that drives referral-based demand. Revenue streams consist primarily of one-time retail hardware sales, supplemented by consultation and BEC training services and the EPC store-credit program, with pricing set entirely in Singapore Dollars.
Excel serves three customer segments — individual homeowners undertaking residential renovation, interior designers specifying products for client projects, and renovation contractors/craftsmen who install Excel hardware and earn ongoing engagement through the store-credit program — with service coverage extending from Singapore into Johor Bahru, Malaysia for aluminium cabinet projects. The company operates with a headcount of 51-100 and is privately held with no disclosed institutional investors, funding rounds, or M&A activity in the available source material.
Excel Hardware firmographics
Firmographics- Name
- Excel Hardware
- Legal name
- Excel Hardware Pte. Ltd.
- Website
- https://excelhw.com.sg
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Excel Hardware is a Singapore-based furniture hardware manufacturer and wholesale distributor selling 832+ SKUs of hinges, aluminium cabinets, formaldehyde-free plywood, and modular wardrobes to homeowners, interior designers, and renovation contractors via a DTC e-commerce storefront, Brand Experience Centre, B2B portal, and three-tier partner ecosystem.
- Ownership category
- akta.pro rank
Excel Hardware industry classification
Industry- Product category
- Furniture Hardware
- NAICS
- Hardware Manufacturing (332510), Office Furniture (including Fixtures) Manufacturing (3372), Office Equipment Merchant Wholesalers (42342)
- SIC
- Cutlery, Handtools & General Hardware (3420), Office Furniture (No Wood) (2522), Office Furniture (2520)
- akta.pro primary industry
- Doors, Windows & Millwork Hardware Retail (Locks, Hinges, Handles) (CRAIADAJ)
- akta.pro secondary industry
- Office & Desk Organization Retail (Desktop, File, Cable Trays) (CRAIAJAK)
Keywords
Where Excel Hardware is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Excel Hardware business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: One-time purchase model for furniture hardware products including hinges, baskets, handles, cabinets, and accessories. Products are sold at fixed prices in SGD with various finish options and sizes.
- Consultation Services: Personalized consultation bookings at the Brand Experience Centre, BEC training sessions, and Jobsite Service (JSS) for craftsmen.
- Preferred Craftsmen Program: Store credit system for craftsmen to purchase products. Builders and contractors purchase store credits for easier checkout and budget allocation on renovation projects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Soft Closing Hinges - $4.88 to $25.88 SGD |
| Unit Pricing | Pay-as-you-go | Pull-Out Baskets - $68 to $2,988.88 SGD |
| Unit Pricing | Pay-as-you-go | Aluminium Kitchen Cabinets - $408 to $3,288 SGD |
| Unit Pricing | Pay-as-you-go | Korean Concept Pole System - $1,488 to $12,888 SGD |
| Unit Pricing | Pay-as-you-go | Ecoply Wood Products - $13.88 to $225.88 SGD |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Excel Hardware product offering
Product offeringCore offering
Excel Hardware is a Singapore-based manufacturer and distributor of furniture hardware and cabinetry solutions, offering a 832+ product catalog spanning hinges, kitchen baskets, dish racks, sliding door fittings, knobs, handles, drawer systems, wardrobes, and aluminium kitchen cabinets. The company sells these products directly to homeowners via its e-commerce storefront and physical showroom, while also serving interior designers and contractors through dedicated B2B accounts and the Excel Preferred Partners/Craftsmen programs. Key differentiators include SGS-certified formaldehyde-free Ecoply plywood, lifetime-warranty aluminium cabinets, and premium Italian-designed hardware lines such as the Rose Gold and Matte Black collections.
Product overview
Excel Hardware is a Singapore-based hardware retailer offering a comprehensive portfolio of furniture and kitchen hardware products organized into distinct product categories and sub-brands. The core offering includes Hinges & Dampers, Cabinet & Drawers, Kitchen Baskets, Dish Racks, Pull Out Table Fittings, Knobs & Handles, Sliding Door Fittings, and Wardrobes. Key sub-brands include the Korean Concept Pole System (modular wardrobe system in Basic/Premium/Luxury tiers from 5ft-10ft), Ecoply Wood (SGS-certified formaldehyde-free plywood), Alumlus 100% Aluminium Kitchen Cabinets (waterproof, fire-resistant with lifetime warranty), Rose Gold Series (premium Chemarw 3 wardrobe accessories), and Matte Black Collection (SUS304 stainless steel kitchen hardware). The company also offers Wi-Fi enabled home appliances through its preferred supplier network including induction hobs, steam ovens, and dishwashers.
Differentiator
Problem solved
Functional benefit
Brands
- Ecoply: Solid plywood brand certified to comply with WHO formaldehyde emission standards, tested and certified by SGS Singapore. Features Ecoply, ECOPLY Contact Adhesive, Flexible Wood, and ECOPRO 9 Layer products.
- Alumlus
- Chémarw 3
- Excel Preferred Suppliers (EPS)
- Excel Preferred Partners (EPP)
- Excel Preferred Craftsmen (EPC)
- Korean Concept Pole System
Products and services
- Hinges and Dampers Range of soft-closing furniture hinges including short arm hinges, 165-degree hinges, DTC soft-closing hinges, SUS304 stainless steel hinges, and specialty hinges in rose gold and matte black finishes. Targeted at carpenters, contractors, and homeowners for cabinet and door installations.
- Cabinet and Drawers Drawer slides, handles, knobs, and cabinet accessories including soft-closing undermount slides, tubular handles, and various knob designs in multiple finishes for cabinet and drawer installations.
- Kitchen Baskets Pull-out wire baskets, corner baskets, tall unit organizers, pantry units, and specialty baskets in Italian series designs with soft-closing mechanisms for kitchen storage organization.
- Dish Racks D.I.Y. standalone dish holder baskets, ceiling-mounted dish racks, and glass door accessories for dish rack systems in kitchen installations.
- Pull Out Table Fittings Extendable tables, hidden tables, sliding tables, and transformable storage rack tables for kitchen applications including extendable dining and working surfaces.
- Knobs and Handles Metal knobs, cabinet handles, finger flaps, and specialty knob designs including mushroom, blossom, and premium series options in multiple finishes.
- Sliding Door Fittings BALLERINI and AREZZO sliding door systems, track systems, soft-close mechanisms, and accessories for cabinet and wardrobe sliding doors.
- Wardrobes Wardrobe accessories including hanging rods, trouser racks, clothes baskets, shelf systems, digital lockboxes, extendable iron boards, and aluminium sliding doors for wardrobe installations.
- Korean Concept Pole System Modular wardrobe system with pole-based construction available in Basic, Premium, and Luxury tiers ranging from 5ft to 10ft, plus L-Shape and U-Shape configurations, priced from $1,488 to $12,888 SGD.
- Ecoply Wood Formaldehyde-free solid plywood sub-brand certified by SGS Singapore to WHO standards with emissions not exceeding 0.05Mg/L. Available in various thicknesses (3mm-18mm) including ECOPRO 9-layer and flexible wood variants for carpentry works.
- Alumlus 100% Aluminium Kitchen Cabinets 100% aluminium kitchen and vanity cabinets with wooden finish aesthetic featuring waterproof, corrosion-resistant, fire-resistant, termite-proof, and mildew-resistant properties with lifetime warranty. Available in Basic ($408), Premium ($428), and Luxury ($468) packages.
- Rose Gold Series (Chémarw 3) Premium wardrobe accessories featuring Chémarw 3 series including Bellavia wardrobe baskets, Dorabella jewellery organizers, Salvino trouser organizers, Lucente accessories, and EHP18 soft-closing hinges in rose gold finish.
- Matte Black Collection Premium kitchen and wardrobe hardware in matte black finish including SUS304 stainless steel baskets, pull-out systems, dish racks, and soft-closing mechanisms.
Quantifiable outcome
- Formaldehyde concentration not exceeding 0.05Mg/L - rated emissions-free and certified by SGS Singapore
- +1 more outcomes
Companies that use Excel Hardware
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Excel Hardware technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
Excel Hardware partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- EcoplycoreFormaldehyde-free plywood supplier. Ecoply is solid plywood certified to comply with WHO formaldehyde emission standards, tested and certified by SGS Singapore. Products include standard Ecoply, Flexible Wood, and ECOPRO 9 Layer plywood.
- ELKYcorePremium furniture hardware and tools brand. ELKY supplies high-quality hinges, baskets, drawer slides, and power tools including Bosch, Makita, and DeWalt products.
- Alumluscore100% aluminium kitchen cabinet manufacturer. Alumlus produces waterproof, fire-resistant, termite-proof aluminium cabinets with lifetime warranty. Marketed as most trusted aluminium cabinet company in Singapore and Johor Bahru.
- AzoraminorPreferred supplier partner offering complementary home products.
- EZiDminorPreferred supplier partner in the Excel ecosystem.
- First Sight InternationalminorPreferred supplier partner providing products for the Excel ecosystem.
- HomePayminorPayment solutions partner for store credit and purchasing systems.
- Line8 SingaporeminorPreferred supplier partner in the Excel ecosystem.
- AtlasminorPreferred supplier partner in the Excel ecosystem.
- The Black Box ScentifierminorScent and ambiance solutions for home environments.
- K-InstallationminorInstallation services provider for Excel products. Professional installation assistance.
- 8 DoorsminorDoor and carpentry installation specialist.
- Carpentry WorksminorCarpentry services provider for custom woodwork and installations.
- 7 DoorsminorDoor solutions specialist providing door products and installation.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Excel Hardware competitors and assessment
Company assessmentBroad incumbents
- Hafele Singapore: Global German furniture hardware and kitchen fittings giant with an established Singapore distributor and showroom. Overlaps with Excel across hinges, drawer slides, kitchen storage, and B2B contractor relationships, but at materially larger scale and broader product breadth.
- Hettich Singapore: German family-owned furniture fittings manufacturer with a strong presence in Asia. Competes with Excel directly across hinges, drawer runners, and kitchen storage fittings, and is a default specification brand for many renovation contractors.
- Blum Singapore: Austrian manufacturer of furniture fittings (hinges, lift systems, drawer runners) with global brand recognition. Comparable to Excel on soft-closing hinges and premium hardware, but Blum is owned by the manufacturer and is a global OEM incumbent.
- Richelieu Hardware: North American-headquartered distributor and manufacturer of cabinet hardware, knobs, handles, and lighting. Comparable to Excel as a specialty hardware distributor serving cabinetmakers and designers, though with a more North American footprint and broader product depth.
- Sugatsune (Singapore): Japanese hardware manufacturer with a Singapore distribution arm, specializing in premium hinges, sliding door systems, and functional hardware. Competes with Excel across premium hinges and sliding door fittings, particularly in high-end residential projects.
- Titus Group: Global manufacturer of furniture hardware components (hinges, soft-close mechanisms, connectors) with Asia-Pacific operations. Comparable to Excel on functional furniture fittings and serves similar OEM/contractor customers.
Direct peers
- Robin Hardware Singapore: Singapore-based retailer and wholesaler of furniture hardware, kitchen fittings, and renovation accessories. Most direct local competitor to Excel, with overlapping product categories (hinges, kitchen baskets, wardrobe fittings) and similar contractor/customer base.
- DTC (Guangdong DTC Hardware): China-based manufacturer of furniture hinges, dampers, and drawer slides with strong Asia-Pacific distribution. Directly competes with Excel's hinge and damper lines, including DTC soft-closing hinges referenced in Excel's own product catalog.
Emerging players
- KingSlide (Guangdong King Slide): Taiwan-listed manufacturer of precision slide rails and hardware used in furniture and industrial applications. Comparable to Excel in wardrobe and storage-related hardware, though with a more industrial and OEM orientation.
- Igloo (Singapore): Singapore-based kitchen and home appliance retailer that overlaps with Excel's residential renovation customer base, particularly for kitchen packages. Less direct overlap on hardware SKUs but comparable on the kitchen-renovation buyer journey in Singapore.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Excel Hardware social profiles
Digital presenceExcel Hardware compliance and trust
Trust signalCompliance2 records
Excel Hardware financial estimates
Financial estimateRevenue estimate
Valuation estimate
Excel Hardware leadership team
Management profileNumber of profiles
Excel Hardware funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Excel Hardware 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 Excel Hardware
What does Excel Hardware do?
Excel Hardware is a Singapore-based manufacturer and distributor of furniture hardware and cabinetry solutions, offering a 832+ product catalog spanning hinges, kitchen baskets, dish racks, sliding door fittings, knobs, handles, drawer systems, wardrobes, and aluminium kitchen cabinets. The company sells these products directly to homeowners via its e-commerce storefront and physical showroom, while also serving interior designers and contractors through dedicated B2B accounts and the Excel Preferred Partners/Craftsmen programs. Key differentiators include SGS-certified formaldehyde-free Ecoply plywood, lifetime-warranty aluminium cabinets, and premium Italian-designed hardware lines such as the Rose Gold and Matte Black collections.
Is Excel Hardware a public or private company?
Excel Hardware is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Excel Hardware founded?
Excel Hardware was founded in 1998. It employs 51 to 100 people.
Where is Excel Hardware based?
Excel Hardware is headquartered in Singapore, Singapore, in the Asia region.
How does Excel Hardware make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are consultation Services and preferred Craftsmen Program.
Who are Excel Hardware's main competitors?
Broad incumbents on record are Hafele Singapore, Hettich Singapore, Blum Singapore, Richelieu Hardware, Sugatsune (Singapore) and Titus Group. Direct peers are Robin Hardware Singapore and DTC (Guangdong DTC Hardware). Emerging players are KingSlide (Guangdong King Slide) and Igloo (Singapore).
Does Excel Hardware have an API?
No public API is recorded for Excel Hardware.
What industry is Excel Hardware in?
Excel Hardware's product category is Furniture Hardware. Its primary akta.pro industry code is CRAIADAJ, Doors, Windows & Millwork Hardware Retail (Locks, Hinges, Handles), with a secondary code of CRAIAJAK, Office & Desk Organization Retail (Desktop, File, Cable Trays). Its NAICS code is 332510 and its SIC code is 3420.