What Harvey Norman Singapore does

Harvey Norman Singapore is a multi-channel consumer electronics, home appliance, and furniture retailer operating in Singapore under the Harvey Norman brand licensed from Harvey Norman Retailing Pty Limited (Australia), with the local legal entity being Pertama Merchandising Pte Ltd (UEN 198902241N). The business combines an e-commerce storefront at harveynorman.com.sg with 11 physical retail locations across Singapore — a flagship at Millenia Walk, superstores at Parkway Parade and Northpoint, a factory outlet at ESR BizPark, and mall-based stores at Lot One, Hougang Mall, Jurong Point, Suntec City, Westmall, Seletar Mall, Westgate, and Punggol Coast Mall — supported by a warehouse/distribution site at Chai Chee Road. Its assortment spans Computing (AI PCs, Copilot+ PCs, laptops, gaming), Smart Tech & Phones, Home Appliances (kitchen, laundry, air conditioning), TV & Audio, Health & Personal Care, Furniture, Bed Frames & Mattresses, and Homeware, with participation in the NEA Climate Voucher scheme for energy-efficient appliances.

The business monetizes primarily through one-time retail sales of multi-category merchandise across a wide price ladder, augmented by three recurring or annuity revenue lines: (i) Product Care extended warranty subscriptions offered in 12-, 24-, and 36-month terms (priced at S$705, S$1,045, and S$1,242 respectively) with unlimited repairs, new-for-old replacement, and international coverage; (ii) stored-value Gift Cards in S$10, S$20, S$50, and S$100 denominations plus e-Gift Cards up to S$1,000 per transaction; and (iii) Service2U in-home furniture assembly and maintenance. Customer payment flexibility is a notable commercial lever, with 0% interest instalment plans up to 24 months via DBS, UOB, and American Express and Buy Now Pay Later through GrabPay (4, 8, or 12 monthly instalments). The go-to-market is direct-to-consumer across both physical retail and online channels, with Click & Collect at the flagship bridging the two, supported by seasonal catalogues, brand fairs, newsletter sign-up incentives (S$10 e-voucher), and promotional campaigns such as Big Thank You Bigger Rewards. Customer segments are horizontal — general individual consumers shopping for personal/household use plus a secondary segment of new homeowners targeted via group-buy promotions — with no enterprise or B2B accounts disclosed in the data.

Name

Harvey Norman Singapore

Legal name

Pertama Merchandising Pte Ltd

Website

https://harveynorman.com.sg

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Harvey Norman Singapore is a multi-channel consumer electronics, home appliance, and furniture retailer operating 11 stores across Singapore and an e-commerce platform under the Harvey Norman brand (licensed from the Australian parent and operated via Pertama Merchandising Pte Ltd), serving individual consumers and new homeowners with extended warranty and financing add-ons.

Ownership category

akta.pro rank

Product category

Consumer Electronics and Home Appliances Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Furniture and Home Furnishings Retailers (4491), Electronics and Appliance Retailers (449210)

SIC

Retail-Department Stores (5311), Retail-Computer & Computer Software Stores (5734), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Consumer Electronics & Appliances Online Retailers (CRAFADAD)

Keywords

• Consumer electronics retail
• Home appliances retail
• Furniture retail
• E-commerce retail
• Extended warranty services

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time retail sales of electronics, home appliances, furniture, and homeware through physical stores and e-commerce platform. Revenue generated from direct consumer purchases across various price points.
2. Product Care Extended Warranty: Extended warranty and protection plans offered as add-on purchases for appliances and electronics. Covers parts, labour, call-out fees for unlimited repairs. Offered in 12, 24, and 36-month terms.
3. Gift Cards: Stored value gift cards sold in denominations of $10, $20, $50, and $100. Can be purchased online or in-store. Valid for 1 year from issuance.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Harvey Norman Singapore operates a multi-channel retail business selling consumer electronics, home appliances, furniture, bedding, and homeware through 12 physical retail stores across Singapore and an e-commerce platform at harveynorman.com.sg. The retailer offers complementary services including Product Care extended warranties, Click and Collect, interest-free instalment payment plans up to 24 months, and Buy Now Pay Later via GrabPay. It sells gift cards in physical and digital formats and operates a warehouse and factory outlet at ESR BizPark for clearance merchandise.

Product overview

Harvey Norman Singapore is a multi-channel retailer operating as a unified platform combining an e-commerce website (harveynorman.com.sg) and 12 physical retail stores across Singapore. The core product is the online store, which offers an extensive portfolio spanning Computing (AI PCs, Copilot+ PCs, laptops, desktops, tablets, gaming gear, networking), Smart Tech & Phones (iPhones, cameras, drones, smart wearables, smart home devices), Home Appliances (kitchen appliances, washing machines, dryers, air conditioning, small appliances), TV & Audio (televisions, sound systems, headphones), Health & Personal Care (shavers, hair styling, health gadgets), Furniture (living room, dining, outdoor), Bed Frames & Mattresses (bedding, pillows, children's furniture), and Homeware (decor, candles, greenery, lighting). Supporting services include Gift Cards (physical and e-Gift Cards), Product Care extended warranties, Buy Now Pay Later via GrabPay, Interest-free Instalment Payment Plans through DBS/UOB/Amex (up to 24 months), Click and Collect from stores, and Service2U for furniture care. The retailer participates in Singapore's Climate Voucher scheme and operates a Games Hub for gaming enthusiasts. All products are sold across both online and physical channels, with delivery and installation services complementing the shopping experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Harvey Norman Online Store Owned e-commerce storefront at harveynorman.com.sg offering the full Harvey Norman Singapore assortment of consumer electronics, home appliances, furniture, bedding, and homeware for online purchase with home delivery, Click and Collect pickup, and multiple payment options including credit cards, instalment plans, and gift cards.
• Gift Cards (Physical and e-Gift Cards) Stored-value gift cards available in denominations of S$10, S$20, S$50, and S$100, redeemable across all Harvey Norman stores in Singapore and online. E-Gift Cards are delivered via email with QR codes for in-store redemption; valid for 1 year from issuance.
• Product Care Extended Warranty Extended warranty and protection plan add-on offered at Harvey Norman Singapore for appliances and electronics, covering parts, labour, and call-out fees with unlimited repairs. Available in 12-month (S$705), 24-month (S$1,045), and 36-month (S$1,242) terms; coverage includes new-for-old replacement, international coverage, and transferability.
• Buy Now Pay Later (GrabPay) Instalment payment option letting consumers split purchases into 4, 8, or 12 monthly instalments through GrabPay at Harvey Norman Singapore.
• Instalment Payment Plans (0% Interest) Interest-free instalment payment plans offered in-store and online at Harvey Norman Singapore through DBS, UOB, and American Express, with terms up to 24 months.
• Click and Collect Online-order-with-in-store-pickup service available across Harvey Norman Singapore retail locations, with the Level 1 Millenia Walk flagship serving as the designated Click and Collect point.
• Service2U In-Home Furniture Care In-home service offering for Harvey Norman Singapore furniture customers, covering assembly and maintenance of purchased furniture.
• Physical Retail Stores Network of 12 Harvey Norman retail stores across Singapore, spanning flagship, superstore, factory outlet, and mall formats; categories stocked include Electrical, Computer, Bedding, Furniture, and Cooking Concept Stores, with the flagship at Millenia Walk offering exclusive international brands from Italy, USA, and Australia.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Best Denki Singapore: Japanese-owned consumer electronics and home appliance chain with multiple Singapore stores and online platform. Directly comparable assortment to Harvey Norman's Electrical and Home Appliances categories.
• Challenger Technologies: Singapore IT and consumer electronics specialty retailer (Challenger, Cyberactive, and digital lifestyle stores). Overlaps directly with Harvey Norman's Computing, Smart Tech & Phones, and Gaming categories.
• Courts Singapore: Singapore's largest big-box electronics, IT, and furniture retailer. Competes head-to-head with Harvey Norman across appliances, computing, and furniture with a similar multi-store + e-commerce model.
• Audio House Singapore: Long-standing Singapore retailer focused on home appliances and consumer electronics with flagship showroom format. Comparable product mix and large-ticket sales orientation.
• Gain City City Life Store: Singapore-founded electronics and home appliance retailer operating superstores and online channels. Directly comparable in appliances, AV, and IT categories.

Broad incumbents

• IKEA Singapore: Global home furnishings retailer with Singapore stores and e-commerce. Competes with Harvey Norman's furniture, bedding, and homeware categories even though it lacks the electronics/appliance focus.
• Harvey Norman Holdings (Australia): Australian-listed parent (ASX: HVN) and licensor of the Harvey Norman brand and trademarks used in Singapore. Operates the broader franchise network that supplies scale and brand authority to the Singapore subsidiary.

Regional players

• Harvey Norman Malaysia: Sister franchise entity operating the Harvey Norman brand in Malaysia under the same Australian parent. Comparable multi-category retail format operating in a neighboring Southeast Asian market rather than directly within Singapore.
• Harvey Norman New Zealand: Another Harvey Norman franchisee in the Australasian region, offering similar electronics/appliance/furniture retailing. Same brand, comparable store concept, but operating in a different geography.

Others

• Lazada Singapore: Major online marketplace where Harvey Norman's listed SKUs compete against third-party sellers and direct listings. Not a direct retail peer but a relevant channel and competitive force for online electronics, appliance, and furniture sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/harvey-norman-singapore

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 Harvey Norman Singapore