What CELLINI DESIGN CENTER does

Cellini Design Center Pte Ltd is a Singapore-based, privately held furniture company founded in 1986 that designs, manufactures, and retails contemporary residential furniture under a direct-factory model. Operating with approximately 68 employees from its Changi headquarters, the company sells through multiple physical showrooms (including The Centrepoint flagship and Tampines outlet) and an islandwide e-commerce storefront at cellini.com.sg, supplemented by a virtual showroom and WhatsApp-based swatch sampling. Its core offering covers living room (fabric and leather sofas, TV consoles, coffee tables, armchairs, storage), bedroom (bed frames, bedside tables, the Nightingale mattress sub-brand), and dining (tables, chairs, benches, packages), with explicit ranges for compact living segments such as HDB and BTO buyers.

The business operates an integrated value chain combining in-house product design with manufacturing control over woodworking, upholstery, and surface treatments (including sintered stone, quartz, veneer, and leather), supported by proprietary features such as FSC-certified timber frames, Italian webbing suspension with a 3-year frame warranty, FabricGard stain-resistant fabric, pet-friendly fabric options, and motorised recliner sofas with USB charging. Revenue is generated primarily through one-time furniture sales, supplemented by interior design consultations, professional delivery and installation, and a dedicated after-sales service and recovery centre. Commercial revenue is also derived from a dedicated Hotel Projects programme providing bespoke furniture procurement and installation to hospitality clients.

Cellini employs a hybrid go-to-market combining direct-to-consumer retail (showrooms plus e-commerce) with enterprise field sales for the hospitality vertical, supported by multi-channel marketing across Instagram, Facebook, TikTok, YouTube, LinkedIn, earned media in publications such as The Straits Times, Honeycombers, and Mothership, content marketing via its blog, email newsletters with first-order discounts, and a Refer-a-Friend programme. Pricing is unit-based across a wide spectrum (e.g., coffee tables from SGD 120 to SGD 1,180; sofas from SGD 360 to SGD 4,888), with free delivery on orders above SGD 1,000 and in-store promotions up to 50% off during sale periods. The company is privately owned, with no disclosed external funding or institutional investors, and operates exclusively in Singapore.

Name

CELLINI DESIGN CENTER

Legal name

Cellini Design Center Pte Ltd

Website

https://cellini.com.sg

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

Cellini Design Center is a Singapore-based, privately held furniture designer, manufacturer, and retailer founded in 1986, selling contemporary living room, bedroom, and dining furniture to residential homeowners and hotel clients across Singapore through showrooms, e-commerce, and a commercial projects team.

Ownership category

akta.pro rank

Product category

Residential Furniture

NAICS

Furniture Retailers (449110), Mattress Manufacturing (337910)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712), Household Furniture (2510)

akta.pro primary industry

Home, Furniture & Decor DTC (CRAFACAE)

akta.pro secondary industries

Living Room Furniture Retail (Sofas, Sectionals, Recliners, Coffee/Side Tables, TV Consoles) (CRAIAAAA), Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB), Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC), Entertainment & Media Furniture Retail (TV Stands, Media Consoles, Wall Units, Speaker Stands) (CRAIAAAI), Bed Frames, Foundations & Headboards Retail (CRAIABAE)

Keywords

• Residential furniture retail
• Custom sofa manufacturing
• Modular furniture design
• Leather furniture collections
• Direct factory furniture

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Retail (One-Time Sale): Cellini generates revenue primarily from one-time sales of residential furniture including sofas, dining sets, bedroom pieces, and storage solutions. Customers purchase individual items or curated room packages. The company also offers customization services as part of the sale.
2. After-Sales Service and Recovery: Cellini operates a dedicated service and recovery centre at its Changi headquarters providing professional aftercare, repair, and furniture recovery services, generating ancillary service revenue post-purchase.
3. Interior Design Consultation: The company offers interior design consultations to assist customers in selecting and configuring furniture for their homes, included as part of the showroom experience to drive furniture sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Cellini Design Center designs, manufactures, and retails contemporary residential furniture including fabric and leather sofas, TV consoles, coffee tables, armchairs, bedroom collections, dining sets, storage furniture, and the Nightingale mattress line. The company sells directly to consumers through physical showrooms and its e-commerce platform in Singapore under a direct-factory model, and complements product sales with interior design consultation, delivery and installation, and after-sales service and recovery.

Product overview

CELLINI DESIGN CENTER is a Singapore-based furniture retailer specialising in the design and manufacture of contemporary residential furniture. The company operates a direct-factory business model with no middleman markup, offering furniture through both an online store and physical showrooms across Singapore. The product portfolio centres on living room furniture (fabric and leather sofas, TV consoles, coffee tables, armchairs, storage), bedroom collections (bed frames, mattresses, bedside tables), and dining room pieces (tables, chairs, benches). Key sofa collections include the EVITA Modular Fabric Sofa with removable covers, the HOMER Fabric Recliner with USB ports, the ASHER Motorised Leather Sofa with power recliner and curved chaise, and the ELDA Modular Sofa with smart storage. The Nightingale mattress sub-brand offers premium sleep products. Cellini provides complementary services including a virtual showroom, BTO furniture packages, interior design consultations, and delivery/installation services. All products are designed in-house with over 40 years of manufacturing history dating to 1986.

Differentiator

Problem solved

Functional benefit

Brands

• Nightingale: Premium mattress brand offering mattresses and bed frames, promoted as Nightingale Pure Rest with 50% off promotions.

Products and services

• Leather Sofa Collection Premium leather sofa collection featuring Italian leather upholstery, motorised reclining functionality, adjustable headrests, and modular configurations for residential customers seeking premium living room seating.
• Fabric Sofa Collection Fabric sofa collection featuring stain-resistant FabricGard technology, pet-friendly materials, and modular, L-shape, and recliner configurations for residential customers.
• TV Console Collection Modern TV consoles with storage, multimedia configurations, Bluetooth speaker systems, cable management, and USB charging controls for residential living rooms.
• Coffee Table Collection Coffee tables in sintered stone, quartz, solid wood, and walnut veneer, with convertible, nested, storage, and cantilever design options for residential living rooms.
• Armchair Collection Armchairs and recliners in swivel, ergonomic, and motorised configurations with leather and fabric upholstery options and adjustable headrests.
• Nightingale Mattress Collection Premium Nightingale-branded mattresses with natural materials, antimicrobial properties, pocketed coil support, and high resilience foam, sold to residential customers in Singapore.
• Stool and Bean Bag Collection Stools and bean bags in fabric and leather upholstery, designed for compact living spaces with multi-functional use as seating, footrests, or side tables.
• Storage Collection Storage furniture including sideboards, display shelves, multifunctional storage shelves, dressing tables, and shoe racks with fluted panel designs and sintered stone or walnut finishes.
• Dining Room Collection Dining room furniture including sintered stone top and quartz top dining tables, dining chairs, dining benches, and complete dining packages for residential spaces.
• Bedroom Collection Bedroom furniture including bed frames, mattresses, bedside tables, and bedroom packages designed for contemporary Singapore homes including BTO configurations.
• ASHER Large Modular Motorised Leather Sofa High-end modular leather sofa with motorised reclining capability, power recliner, and curved chaise, finished in premium cream leather upholstery for modern Scandinavian interiors.
• EVITA Modular Fabric Sofa with Removable Cushion Covers Large modular fabric sofa with removable cushion covers for easy maintenance, designed for flexible living room configurations with contemporary aesthetics.
• HEMMA Fabric Convertible Sofa Bed Convertible sofa bed designed for compact living spaces, with fabric upholstery and dual-purpose use as seating and sleeping.
• Black Panther Multimedia TV Console Multimedia TV console equipped with built-in Bluetooth speaker system and USB charging controls, designed for contemporary living room entertainment setups.
• FLUTO Sintered Stone Convertible Coffee Table Convertible coffee table featuring sintered stone surface with adjustable height and lift mechanism, designed for multi-use living spaces with contemporary aesthetics.
• HOMER Fabric Recliner Sofa Fabric recliner sofa with motorised reclining, USB charging ports, and high backrest design, featuring easy-clean fabric suitable for homes with pets or children.
• ELDA Modular Fabric Sofa with Smart Storage Modular fabric sofa featuring smart storage solutions with built-in side shelf armrest in walnut wood, with Japandi-inspired design and plush back cushions.
• BTO Furniture Package Complete furniture packages for BTO (Build-To-Order) HDB flats and new home configurations in Singapore, offering coordinated room solutions for residential customers.
• Hotel Projects Commercial Furniture Programme Dedicated commercial furniture programme for hotel and hospitality clients, providing bespoke furniture procurement, project management, and installation services.
• Delivery and Installation Services Professional delivery and installation services including in-house crew handling of transportation and assembly, with free weekday delivery for purchases exceeding S$1,000.
• After-Sales Service and Recovery After-sales service, repair, and furniture recovery services operated from Cellini's Changi headquarters, extending the lifespan of purchased furniture for residential customers.

Quantifiable outcome

• Over 40 years of continuous furniture design and manufacturing in Singapore
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wihardja: Singapore furniture manufacturer-retailer with showrooms and direct-factory heritage spanning decades. Comparable to Cellini as a long-standing local furniture maker-retailer targeting Singapore homeowners.
• Castlery: Singapore-headquartered DTC furniture brand selling modern sofas, dining, and bedroom pieces via owned e-commerce and showrooms. Closest direct peer given overlapping Singapore market, DTC model, and contemporary design positioning.
• Commune: Singapore-based design-led furniture retailer offering sofas, dining, and bedroom collections through showrooms and e-commerce. Comparable to Cellini on customer segment, showroom-plus-online model, and contemporary home positioning.
• Originals: Singapore home furniture retailer with showrooms and online channel offering contemporary sofas, dining, and bedroom. Comparable to Cellini on Singapore customer segment and multi-channel retail model.
• Grey and Sanders: Singapore furniture maker and retailer specialising in solid wood and upholstered pieces with in-house production. Comparable on direct-factory positioning, premium materials, and Singapore market focus.
• Picket & Rail: Singapore-based customisable furniture brand offering made-to-order sofas and home pieces. Comparable to Cellini on customisation, showroom experience, and Singapore customer base.

Emerging players

• Grafunkt: Singapore design-led furniture and homeware brand with showroom and e-commerce presence. Comparable on design-conscious positioning, Singapore showrooms, and online DTC model.

Broad incumbents

• IKEA Singapore: Global furniture incumbent operating the IKEA Alexandra store and online channel in Singapore. Competes with Cellini for Singapore household furnishing spend but at much larger scale and value positioning.

Regional players

• Danish Design Co: Asia-Pacific furniture retailer (with Singapore showroom) offering Scandinavian-inspired sofas and home pieces. Comparable on showroom-plus-online distribution and modern furniture positioning in the Singapore market.
• Mountain Teak: Singapore teak furniture specialist operating showrooms and online sales. Comparable on long-standing local brand, showroom distribution, and home furniture category focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/CelliniDesignCenter
• Facebookfacebook.com/cellinifurniture
• LinkedInlinkedin.com/company/www.cellini.com.sg
• Instagraminstagram.com/cellinifurniture
• TikToktiktok.com/@cellinifurniture

Revenue estimate

Valuation estimate

Number of profiles

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 CELLINI DESIGN CENTER