667 items found in Castlery

Castlery Australia

Castlery is a Singapore's furniture brand which has been the same with elegant and affordable designs since 2013, and now the company has launched Castlery in Australia. With both countries sharing the same lifestyles and household aspirations, Australia was a natural place to develop.

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The reason behind opening Castlery store in Australia is that the consumer habits and purchasing power are similar in both countries which tend the owner to expand their business in Australia. Although Singapore and Australian have a sort of same tastes and culture, that’s why the owner didn't have to reinvent their product lines completely.

Mr Ee Founder of the Brand

At the age of 35 years, Mr Ee found that his career options are limited only by the number of hours per day. At first, he followed a reasonably predictable path by going to schools, passing his studies and meeting his parents' expectations. But he also made a diversion or two along the way. Mr Ee loved music from an early age and at school joined the theatre club, participated in musical productions and learned to play classical piano.

He has seen many shows in the West End. There he found inspiration and developed his creative talent to the point that he wrote and directed a comprehensive musical called Pagoda Street, a Singapore story that mixes drama and musical genres. It was held at his university and in Singapore at the Esplanade Studio Theatre in 2005.

After law school, Mr Ee joined an investment bank in London, but as fate had announced, his employer was Lehman Brothers, which collapsed after the subprime crisis in 2008 and the economic recession that followed. The problem with multiple potentials is that there is always a plan B or plan C. He stayed in the banking sector while fueling his musical pains playing DJ. Electronic dance music, or EDM, is his strength.

Back in Singapore in 2010, he invested in several start-ups and became a partner of TLG Capital. A private equity firm focused on opportunities in sub-Saharan Africa. In 2013, with three partners, he identified a gap in the furniture market and opened the online store, which is known as Castlery. The companies wanted to open two showrooms, one in Singapore and another one in Sydney. Now Castrely in Australia is open, and people are purchasing Castrely furniture for their houses.

The owners were in deep trouble and frustration of wanting highly-skilled designer furniture but not being able to pay the price of showrooms. Declan and his three business partners decided to do something. Noticing a gap in the market, they began to buy furniture directly from factories. They realised that excellent designer furniture was excessively expensive due to the combined costs of intermediaries, warehouses and storefronts. So they purchased the entire supply chain at Castlery, which allows them to eliminate unnecessary surcharges and transfer savings to the consumer.

Wide Range of Furniture

The brand's primary focus is to build innovative and trend-oriented design. Castlery blends seamlessly between large-scale furniture and expensive luxury brands. From its iconic suspensions to its wide range of furniture and accessories, the brand offers something for everyone, with a constant stream of new features and personalising furniture.

While the brand is mainly online, Castlery store in Australia is an online store and showroom is located in Sydney. This is a big step forward for a brand that prides itself on keeping costs down. Having a showroom depends on customer experience. Castlery sofa and sofa beds are the most selling Casterly living room product. The brand also offers you a wide range of Dining room furniture and bedroom furniture.

When it comes to furniture, the brand quickly realised that customers like to touch products, experience how they feel and how they look. This helps customers visualise better if this will fit into their home and ultimately improve the customer experience."

However, for those who are not in Sydney, Castlery's online store is attractive and transparent, with full transparency in delivery times and prices. Their website allows customers to research the furniture they want, get inspired, measure measurements and choose fabric or leather. This saves them time and decisions without visiting the store.

A Quick Success

Castlery is a direct consumption model where they can control the entire supply chain, including design, procurement, manufacturing and point of sale. It is an online furniture store where products and prices are located above IKEA. The most significant difference is that there is no mediator. Traditional retailing’s were too inefficient, with too many intermediaries and surcharges.

The idea is to bring good quality furniture to the natives of Australia and Singapore. Brand’s online approach takes you away from traditional retail channels and attracts young consumers. You can connect with designers and communicate with them via the Internet.

There is an essential element offline because of the nature of what brand sell and showrooms have emerged because people always need to touch and smell the products. In countries like Australia, where people often have second homes, gardens and more space, online transactions are much more numerous, and customers are buying invisible furniture.