3/10/2023 0 Comments Masimo duti![]() If you keep iterating from what you’ve learned, you’ll succeed. You’ll probably fail here and there, but that’s fine. “Be very clear about your target customer and what they’re after. “Just keep going,” says Ee, both as advice to peers eyeing global expansion and as a reflection of his personal journey. Now older and wiser, one expects that this time, the brand’s narrative will be quite different from its “complete failure” half a decade ago. Furthermore, it knows Australians prefer modular items, Americans love outdoor furnishings and Singaporeans favour leather sofas. And it knows its customers now: urbanites aged 25 to 45 and earning between $75,000 and $150,000 a year. It wants to supply millennials with furniture that suits the changing seasons of their lives - moving out, having children, switching careers. The bulk of revenues, which are doubling every year, come from international orders.Ĭastlery today has achieved clarity. Castlery’s products are now sold online in 50 US cities and 6 Australian cities, with a pop-up store in Sydney. I came by to make a return for my boyfriend. Related: Young woodcrafters are keeping the tradition of handmade furniture aliveĪfter learning from their mistakes, the founders launched a well-researched bid for the world’s largest economy - and it has paid off handsomely. 6 reviews of Massimo Dutti 'Another bad customer service experience review. Ee explains: “It’s a place where you host friends, start a side hustle, and pursue your hobbies.” As the definition of home changed during the pandemic, the company’s business boomed sixfold. “The aspiration was definitely to be a global brand,” says Ee, 40, a former investment banker, “because the furniture business is a business of scale.”Īfter gaining popularity in Singapore for good designs at affordable prices, Castlery broke into Australia in 2017 and the US in 2019. But Castlery’s 24,000 sq ft flagship on the famous shopping belt - where annual rents reach millions - is a sign the nine-year-old brand has arrived. It’s been three showroom upgrades, each larger than the last. It was 2013 then, just as online shopping was taking off. A luxurious nappa leather dress featuring embroidered detail. While furnishing their homes with pieces from overseas, two of the four men realised there was a market gap for chic, quality furnishings at reasonable prices. Massimo Dutti Embroidered Nappa Leather Dress in Cream. It started with just Ee and three co-founders in a basement office in Ubi the size of a two-bedroom flat. In fact, there was no showroom in the beginning. Overall, the brand has sold about half a million products across Singapore, Australia and the US, much of it online. There is no doubt that the space is a flex. Anchored by a pair of escalators crowned with 1,000kg of aluminium, fabric mesh and barrisol spelling Castlery in a geometric font on the ceiling. Inside, Instagram-worthy sofas, rugs and potted plants sprawl across the two-storey space. Co-Founder of Castlery, Declan Ee (Photo: SPH Media)Īlong Orchard Road - above Spanish retailer Massimo Dutti and to the left of Hermès at the corner of Liat Towers - sits Declan Ee’s new flagship store for his furniture brand Castlery.
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