Grey & Sanders

What Grey & Sanders does

Grey & Sanders is a Singapore-based, privately held handcrafted furniture retailer founded in 2017 and operating with approximately 13 employees. The company designs, sources, and sells a curated catalog of sofas, dining tables, storage solutions, chairs, beds, mattresses, and natural wood slabs, alongside a bespoke custom furniture service. Core product technologies include FSC-certified live edge wood slabs sourced globally (American Black Walnut, Indonesian Teak, Japanese Beech, African Leadwood, American Ashwood, Walnut Burl), top-grain and full-grain aniline leather, and performance fabrics engineered for durability (100,000 Martindale rub rating for pet-friendly lines) and climate-smart comfort (mineral-infused cooling fabrics).

The business operates a hybrid direct-to-consumer go-to-market: a full-featured e-commerce website where customers can browse, configure, and purchase ready-stock products, complemented by a physical showroom at the Tan Boon Liat Building in Singapore where Retail Stylists provide bespoke consultation for made-to-order pieces. All revenue is one-time transactional (no subscription or recurring model), with pricing publicly disclosed across a wide range from approximately $179 for small accessories to over $9,000 for premium leather sectionals. The primary customer segments are residential homeowners in Singapore (HDB, condominiums), custom/bespoke furniture buyers, and pet-friendly households, served through organic social, email, content marketing, and the showroom experience. Free delivery and assembly is offered for orders above $500, alongside warranties of up to 10 years on frames and a 100-night trial on the SLOTH mattress.

The company is independent and founder-owned, with no disclosed funding rounds, parent company, or external institutional ownership. Geographic footprint is limited to Singapore, with all operations (showroom and workshop) co-located in the Tan Boon Liat Building. No revenue figures are publicly disclosed.

Name

Grey & Sanders

Legal name

Grey & Sanders

Website

https://greyandsanders.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Grey & Sanders is a Singapore-based, privately held handcrafted furniture retailer founded in 2017, selling sofas, dining tables, storage, wood slabs, mattresses, and bespoke custom pieces to residential homeowners and pet-friendly households through e-commerce and a physical showroom.

Ownership category

akta.pro rank

Product category

Handcrafted Home Furniture

NAICS

Upholstered Household Furniture Manufacturing (337121), Nonupholstered Wood Household Furniture Manufacturing (337122), Mattress Manufacturing (337910)

SIC

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

akta.pro primary industry

Home, Furniture & Decor DTC (CRAFACAE)

akta.pro secondary industries

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)

Keywords

• Handcrafted furniture
• Custom sofas
• Dining tables
• Wood slabs
• Bespoke furniture

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ready-Stock Furniture Sales: One-time purchase of pre-made furniture products including sofas, tables, chairs, storage, and bedroom furniture. Products available in various configurations and materials with immediate or short-lead delivery.
2. Bespoke Custom Furniture: Made-to-order custom furniture crafted to customer specifications including size, design, wood type, and finishing. Longer lead times with personalized consultation through Retail Stylists.
3. Wood Slab Sales: Sale of natural wood slabs for furniture making, sourced from FSC-certified suppliers. Available in various wood types and configurations including single slabs, bookmatched pairs, resin-filled, and hexo designs.
4. Mattress Sales: SLOTH Mattress featuring pocketed coils, flexible topper for customisable firmness, and Tencel fibre cover. Offered with 100-night home trial.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Grey & Sanders designs, crafts, and retails handcrafted furniture in Singapore, offering ready-stock sofas, dining tables, chairs, storage, beds, and a SLOTH Mattress alongside a bespoke custom furniture service. Products are built using FSC-certified wood slabs, premium top-grain and full-grain leather, performance fabrics rated to 100,000 Martindale rubs, and pet-friendly upholstery, sold direct-to-consumer via an e-commerce site and a physical showroom.

Product overview

Grey & Sanders is a handcrafted furniture company based in Singapore offering a curated portfolio of sofas, dining tables, storage solutions, chairs, beds, mattresses, and bespoke furniture. The product lineup includes multiple sofa series (Hampton, Nido, Melo, Portage, Arya, Ashby, Hugh, Beaumont, Manhattan, Maison, Bilbao, Cairo, Reilly) available in leather and fabric variants with various configurations (2-4 seater, L-shaped, sectional, recliner). Storage solutions include TV consoles, sideboards, cabinets, chests of drawers, and bedside tables under the Hudson, Ipanema, Tivoli, and Graye collections. The company offers premium wood slabs including American Black Walnut, Indonesian Teak, Japanese Beech, African Leadwood, American Ashwood, and Walnut Burl. The SLOTH Mattress provides sleep products with customisable firmness. A bespoke furniture service allows customisation of dining tables, desks, conference tables, shelving, and other pieces guided by Retail Stylists. Both ready-stock and made-to-order options are available with delivery and assembly services across Singapore.

Differentiator

Problem solved

Functional benefit

Products and services

• Hampton Sofa Series

Quantifiable outcome

• 89% of 462 reviews rated 5 stars
• +3 more outcomes

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 indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• BoConcept: Global Danish premium furniture brand with showrooms across Asia including Singapore. Overlaps with Grey & Sanders in premium modern sofas, dining, and customisation but with much broader geographic footprint and brand reach.
• IKEA Singapore: Global mass-market home-furniture giant with full Singapore retail presence. Sets the competitive baseline for ready-stock furniture, delivery, and assembly pricing that Grey & Sanders' free-assembly-over-$500 policy is benchmarked against.
• Muji Singapore: Japan-headquartered lifestyle retailer with broad home-furniture and household goods assortment in Singapore. Comparable in mid-premium DTC/home-furniture positioning and appeal to design-conscious Singapore homeowners.

Direct peers

• FortyTwo: Singapore online-first furniture retailer offering wide catalog of sofas, dining sets, beds, and mattresses with islandwide delivery. Directly comparable in DTC furniture model and Singapore-market focus.
• Vhive: Singapore multi-brand furniture retailer with showrooms in the Tan Boon Liat Building and beyond. Competes head-on in the same Singapore premium home-furniture segment with overlapping SKUs in sofas, dining, and bedroom.
• HipVan: Singapore-based online furniture and home décor retailer with curated catalog and own-label collections. Comparable in DTC home-furniture positioning and Singapore/regional distribution.
• Castlery: Singapore-headquartered DTC furniture brand selling modern sofas, dining, bedroom and outdoor furniture online and via showrooms across SG and other Asian markets. Closest direct comparable to Grey & Sanders in target customer, premium positioning, and omnichannel DTC-plus-showroom model.
• LifeInterio: Singapore premium furniture brand specialising in solid wood and customisable pieces for HDBs and condos. Closely comparable to Grey & Sanders in wood-slab customisation, premium positioning, and Singapore homeowner target segment.

Emerging players

• Weili Sleep: Singapore mattress brand offering pocketed-coil and foam mattresses with home trial. Comparable to Grey & Sanders' SLOTH mattress business on category, target customer, and trial-led acquisition.
• Origin Mattress: Singapore DTC mattress brand with direct online-to-consumer trial-driven model (e.g. 100-night home trial). Directly comparable to Grey & Sanders' SLOTH Mattress product line on go-to-market and trial mechanics.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/greyandsanders?igsh=azMzbWZkejE4azY2
• LinkedInlinkedin.com/company/grey-and-sanders

Compliance1 record

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 Grey & Sanders