Singaporean furniture vertical Castlery launched online in the UK this autumn, a pop-up event during London Design Week marking the brand's first foray into the European market. And it’s no flash-in-the-pan expansion, asserts co-founder Declan Ee – with a string of global successes behind it, reinforced by a long-term partnership with Maersk, Castlery is more than likely to stick the landing …
Why expand to the UK – and why now?
We needed time to do our homework. Over the past year, before entering the market, we spent time deeply studying the UK, understanding its consumers, their design preferences, and the competitive landscape. We wanted to be sure that when we came in, we did so with the right categories, the right product mix, and the right promise – furniture that truly fits the way people live here, in both style and function, without the inflated price tags.
At the same time, we’ve been laying the groundwork globally. Starting from Singapore, we built our foundation in supply chain, manufacturing and craftsmanship. Expanding into Australia taught us the baby steps of launching overseas, while scaling across the US over the past five years gave us the discipline and systems to deliver consistently in a large, complex market. Those lessons gave us both the confidence and capability to scale thoughtfully into the UK.
Consumer behaviour here is also shifting. More people are investing in their homes and seeking pieces that are both beautiful and practical – furniture that looks good, works hard, and lasts.
The UK, as the fifth-largest furniture market in the world, is both strategically important and naturally aligned with what we do. It’s a design-savvy market where customers appreciate quality, modern living, and thoughtful design. We saw a clear gap, and Castlery fills that space – timeless, design-led pieces that bring elevated everyday living within reach.
What exactly will the offer look like? Online pureplay, or multichannel?
For now, we’re starting with a purely online experience. It gives us the chance to really get to know our UK customers and understand how they live, what they value, and what they need from us.
When we hosted our townhouse pop-up during the London Design Festival, the response was incredibly encouraging, with over 800 people visiting in just three days. People connected with the warmth of the townhouse setting – it felt lived-in, not staged. We heard again and again that our products felt “real” – designed for homes, not showrooms. That confirmed what we already believed – people crave authenticity over perfection.
It showed us there’s a genuine appetite for what Castlery offers, which is modern design that’s beautiful, practical, and fairly priced, and it’s influencing how we’ll shape our physical retail experiences moving forward.
Offline will always be an important part of completing the Castlery experience, so I wouldn’t rule out a physical showroom in the future. But for now, our focus is on building strong relationships with our customers online first to earn their trust, listen, and grow from there.
Can you give us an idea of the business’ scale in its existing markets?
Castlery was founded in Singapore, and today we have a growing global presence across the US, Canada, Australia, and now the UK. We serve over one million customers worldwide and welcome more than 40 million visits to our website each year. From a team of 50 in 2020, we’ve grown to more than 500 people across design, operations and logistics, supported by an integrated global supply chain and over 10 warehouses and distribution centres.
On the retail front, we continue to expand steadily. We opened our third Australian showroom in Brisbane this August, and are expanding our Sydney space. Our goal over the next five years is to have physical stores in the top 10 global capital cities.
The US has become one of our fastest-growing markets, where we’ve built strong brand awareness and scaled our logistics network to support demand. This year has been especially significant, with our launches in Canada and the UK, and the appointment of Steve Cordony as our first brand ambassador. It feels like a defining moment for Castlery, as we continue to grow and deepen our presence globally.
How will your experience of selling in other territories influence your UK approach?
Each market has taught us something different – from space constraints in Singapore, to outdoor living in Australia, to scale and logistics in the US. The UK shares traits with all three – design-savvy customers, limited urban space, and high expectations for service. We’re bringing those lessons here – from optimising delivery to designing collections that work beautifully in both flats and period homes.
Read the rest of our interview with Declan in December's issue, coming soon.
