It’s the Singapore furniture brand that has been synonymous with stylish and affordable designs since 2013, and now Castlery has arrived on Australian shores. With both countries sharing similar lifestyles and home aspirations, Australia was a natural place to expand. “Consumer spending habits and purchasing power is similar in both countries,” explains co-founder Declan Ee. “While we definitely had to adapt to Australian tastes and culture, we didn’t have to completely re-invent our product lines.”
Born out of a frustration of wanting designer furniture but not being able to afford the exxy showroom prices, Declan and his three business partners decided to do something about it. Seeing a gap in the market they began sourcing furniture direct from factories. “We realised that well-made designer furniture was unjustifiably expensive due to the cumulative costs of middlemen, warehouses and shopfronts. So at Castlery we own the entire supply chain, this allows us to cut out all the unnecessary mark-ups and pass on the savings to the consumer.”
With a focus on trend-driven, forward-thinking design, Castlery fits perfectly between mass-market flatpack furniture and pricey luxury brands. From its iconic pendant lights to its extensive range of furniture and accessories, the brand offers something for every taste, with a consistent flow of new releases and furniture customisation.
While the brand is predominantly online, Castlery’s Australian launch has seen both an online shop and a showroom in Sydney’s Alexandria; a big move for a brand that prides itself on keeping costs low. “Having a showroom comes down to customer experience,” says Declan. “For furniture we quickly realised that customers like to touch the products, to experience what they feel and look like. It helps the customers to better visualise whether it will fit in their homes and ultimately leads to a better customer experience.”
However, for those not in Sydney, Castlery’s online shop is engaging and seamless, with full transparency on delivery times and prices. “Our website ensures customers can do research about what furniture they want, be provided with inspiration, key measurements and choose fabric or leather customisation. This allows them to save time and make decisions without visiting the store.”