Queenspree

What Queenspree does

Queenspree is a Malaysian direct-to-consumer online retailer specializing in premium kitchen furnishing products, including cast-iron cookware from Le Creuset and Staub and tableware from Noritake, Portmeirion, and ELTISLEY. The company was founded in 2019 and is headquartered in Kuala Lumpur, operating under Qhub International Sdn Bhd with a small team of 1-10 employees. Its commerce platform is built on Shopify, complemented by native mobile apps on iOS and Android, a wati.io-powered WhatsApp support channel, Atome buy-now-pay-later integration, and same-day delivery across the Klang Valley via Grab Express.

The business monetizes through standard e-commerce unit economics: retail markups on authorized premium-brand SKUs sold to Malaysian consumers and international buyers via cross-border shipping. The assortment is curated around a kitchen-and-dining premiumization thesis rather than mass-market housewares, with brand authorization (Le Creuset, Staub) acting as a key gating asset. Go-to-market is omnichannel digital retail — Shopify storefront, mobile apps, social commerce, and chat-based support — with no disclosed wholesale, marketplace, or B2B channel.

Queenspree's recent strategic emphasis has been on geographic expansion (a 2022 memorandum of understanding with the Jeddah Chamber of Commerce for MENA entry), capital formation (a RM550,000 Teraju grant), and ecosystem buildout (mobile apps, BNPL, same-day delivery). The company has accumulated brand-equity signals such as SEBA 2021 and BrandLaureate 2022 recognition, but remains a small, privately held operator without disclosed revenue, venture funding, or significant headcount expansion.

Name

Queenspree

Legal name

Qhub International Sdn Bhd

Website

https://www.queenspree.com/?srsltid=AfmBOopBBWemigTTKMu3EObCZ-gFamc8qD7tZjCV_rvJ5F4JptCbS1uU

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Queenspree is a Kuala Lumpur-based online retailer founded in 2019 that sells premium cookware and tableware — including Le Creuset, Staub, Noritake, Portmeirion, and ELTISLEY — to Malaysian and international consumers via a Shopify storefront and mobile apps.

Ownership category

akta.pro rank

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of premium kitchen furnishing products including cast iron cookware, tableware, and kitchen accessories from brands like Le Creuset, Staub, Noritake, and Portmeirion
2. Buy Now Pay Later Integration: Partnership with Atome offering 0% interest installment payments over 3 months on all orders

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Queenspree operates an online retail store selling premium kitchen furnishing products, including cast iron cookware, stoneware, tableware, and kitchen accessories. It functions as an authorized multi-brand retailer for international labels such as Le Creuset, Staub, Noritake, Portmeirion, and ELTISLEY, alongside its own Queenspree Wooden Collection. Orders are fulfilled via courier across Malaysia, Singapore, and Brunei, with same-day Grab Express delivery in the Klang Valley.

Product overview

Queenspree is an award-winning online retailer of kitchen furnishing products based in Malaysia, operating as a multi-brand e-commerce platform. The company specializes in premium cookware and tableware, primarily representing international brands including Le Creuset (cast iron and stoneware cookware), Staub (cast iron cocottes and specialty cookware), Noritake (Japanese porcelain tableware), and Portmeirion (British tableware). The product portfolio also includes ELTISLEY water-resistant tablecloths and Queenspree's own wooden kitchen collection. The platform operates as a unified Shopify-powered e-commerce store offering product browsing, purchase, and delivery across Malaysia and internationally, with payment options including Atome BNPL integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Le Creuset Cookware Premium cast iron and stoneware cookware from Le Creuset including round, oval, shallow, and oblong casseroles, marmites, woks, grills, skillets, tagines, roasters, risottos, balti dishes, stoneware pieces, kitchen tools, and hydration bottles. Targeted at home cooking enthusiasts and gift purchasers seeking lifetime-guaranteed cookware.
• Le Creuset Harry Potter Collection Licensed Le Creuset x Harry Potter collaboration cookware featuring Hogwarts Express kettles and round casseroles with magical designs in colors such as Quidditch Marseille Blue and Cerise. Targeted at collectors and gift buyers.
• Le Creuset Vive La France Limited Edition French-themed limited edition cast iron casseroles featuring Eiffel Tower embossed lids with gold knobs, available in White, Indigo, and Cerise. Targeted at collectors and gift purchasers.
• Staub Cookware Cast iron cocottes, braisers, woks, and specialty cookware featuring Staub's signature matte enamel finishes, including round cocottes, oval cocottes, tomato cocottes, bouillabaisse pots, and accessories such as lid knobs. Targeted at home cooking enthusiasts.
• Noritake Tableware Japanese porcelain tableware from Noritake including dinner sets, cutlery sets, tea/coffee cups, saucers, mugs, teapots, plates, bowls, and vases. Collections include Carnivale, Chelsea Estate, Harvest Dream, Conifere, and Proposal. Targeted at households entertaining guests and gift purchasers.
• Portmeirion Tableware British tableware brand Portmeirion featuring the Botanic Roses collection of pasta bowls and decorative pieces. Targeted at home dining and gift purchasers.
• ELTISLEY Tablecloths British-designed waterproof and UV-proof tablecloths inspired by the village of Eltisley in South Cambridgeshire, England, available in patterns including Callisto, Maya, Palma, Anna, Ella, Vera, Mirra, Fantasia, Joanna, and Clara. Queenspree holds exclusive retail rights in market. Targeted at home dining and gifting.
• Queenspree Wooden Collection House brand wooden kitchen items including wooden spoons, teak wood cheese trays, pineapple bowls, bamboo trays, leaf trays, and condiment pots made from sustainable materials. Targeted at home cooking enthusiasts and gift purchasers.

Quantifiable outcome

• 4.9 star rating from 159 Google Reviews
• +2 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• AtomecoreTechnology or IntegrationAtome BNPL (Buy Now Pay Later) partnership offering 0% interest installment payments over 3 months on all purchases. Customers can split bills into 3 payments with hassle-free experience across hundreds of merchants on the Atome platform.
• Grab ExpresscoreChannel Partner/ Reseller/ DistributorSame-day delivery partnership within Klang Valley on all orders above RM1,000. Orders placed before 5pm work days are delivered same day. Provides competitive advantage through fast fulfillment for metro customers.
• Le CreusetcoreChannel Partner/ Reseller/ DistributorAuthorized retailer partnership for Le Creuset premium cast iron cookware. Queenspree offers the full range including Signature, limited editions, Vive La France collection, and Harry Potter collaboration. Products come with manufacturer's Lifetime Guarantee.
• StaubcoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Staub cast iron cookware including Round Cocotte, Oval Cocotte, Braiser, Wok, and specialty items like Tomato Cocotte and Bouillabaisse.
• NoritakecoreChannel Partner/ Reseller/ DistributorAuthorized retailer for Noritake tableware including Carnivale, Chelsea Estate, Harvest Dream collections, dinner sets, and cutlery sets. Noritake is headquartered in Nagoya, Japan with over 100 years of heritage since 1904.
• PortmeirionminorChannel Partner/ Reseller/ DistributorAuthorized retailer for Portmeirion tableware including Botanic Roses collection and other British-designed products.
• ELTISLEYminorChannel Partner/ Reseller/ DistributorExclusive retailer for ELTISLEY tablecloth collection. British-designed waterproof and UV-proof tablecloths inspired by the village of Eltisley in South Cambridgeshire, England.
• Jeddah Chamber of Commerce and IndustrycoreStrategic or Co-development PartnerStrategic partnership for Middle East and North Africa expansion. MoU signing witnessed by Prime Minister Datuk Seri Anwar Ibrahim and Jeddah Chamber officials. Represents significant international expansion milestone.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Sur La Table: US-based specialty retailer focused on premium cookware, tableware, and kitchen accessories from brands such as Le Creuset and Staub — overlapping product mix, customer demographic, and brand portfolio with Queenspree.
• Williams Sonoma: Premium multi-brand kitchenware and home retailer carrying Le Creuset, Staub, and Noritake among others. Closest global analogue in terms of curated premium assortment and brand-authorization model.
• Crate & Barrel: Multi-brand retailer of premium cookware, dinnerware, and home furnishings including Le Creuset, Staub, and Noritake. Comparable in product breadth and target customer, with overlapping supplier relationships.
• Courts: Malaysia's largest home and furniture retailer carrying major appliance, kitchenware, and furnishing brands. Competes for the same Malaysian household customer and adjacent kitchenware categories.
• Kitchen Warehouse: Australian specialty kitchenware retailer focused on premium cookware and kitchen tools from brands like Le Creuset and Staub — directly comparable in product focus and brand-authorization approach.

Regional players

• HipVan: Singapore-headquartered online home and living retailer offering premium furniture, decor, and kitchenware to Southeast Asian consumers — direct regional comparable in geography and e-commerce GTM motion.
• Robins Kitchen: Singapore specialty kitchenware chain carrying premium cookware and tableware brands; comparable regional customer profile and product mix though primarily offline retail.
• Tangs: Singapore department store with a premium home and kitchenware department — competes for premium gifting and household-kitchenware spend in the same regional customer base.

Broad incumbents

• Harvey Norman: Large multi-category retailer with significant Malaysian operations selling kitchenware, small appliances, and home furnishings — broader assortment but overlapping premium kitchenware customer.
• Le Creuset (DTC): Brand-owner direct-to-consumer channel for the marquee product line Queenspree resells. Represents both a key partner and the principal channel-substitution threat to Queenspree's economics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Queenspree