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Tag: Castlery

  • Castlery Opens 448Sqm Melbourne Showroom in Richmond

    Castlery Opens 448Sqm Melbourne Showroom in Richmond

    Castlery has launched a 448sqm showroom on Yorkshire Street in Richmond, Melbourne, marking its third physical location in Australia. The soft opening on October 29 precedes an official public launch event scheduled for November 14 and 15, introducing 17 dedicated room sets to local shoppers.

    The Richmond site marks the Singapore-founded company’s fifth showroom worldwide, joining earlier Australian openings in Sydney in June 2024 and Brisbane in August 2025. Leah Howatson, Castlery’s general manager of international markets, noted that the brand has already served more than 60,000 homes across Melbourne.

    Australia was Castlery’s first overseas market, and the company is preparing to mark 10 years of trading in the country next year. Drawing interior inspiration from the reading room at the State Library Victoria, the space complements designs established at the retailer’s Sydney and Brisbane outlets.

    Expanding Physical Footprints in Core Markets

    “Melbourne has been two years in the making for us. We knew we wanted to be here, but finding the right location mattered,” said Leah Howatson, GM of international markets at Castlery.

    “Australia was Castlery’s first international market, and as we approach 10 years in Australia next year, opening our third Australian showroom represents another important step in putting down deeper roots here.”

    Castlery said the design of its Richmond showroom took inspiration from the reading room in the State Library Victoria, with the rest of the design following the interiors of Sydney and Brisbane.

    Melbourne Site Follows East Coast Rollout

    “Melburnians know good design and care about how their homes feel. With Castlery already in more than 60,000 Melbourne homes, we wanted a location that would bring us closer to our customers while placing us within the city’s design community,” Howatson added.

    “Melbourne has a special way of bringing old and new together, with homes that feel layered and collected over time rather than designed all at once. That sense of character shaped how we approached the showroom.”

    “We wanted it to feel connected to the city around it, while still expressing Castlery’s unique point of view.”

  • FairPrice Deploys 3,000 Smart Trolleys as Retailers Turn to In-Store Media

    FairPrice Deploys 3,000 Smart Trolleys as Retailers Turn to In-Store Media

    Retailers are expanding into advertising, fintech services, and data monetisation as intensifying competition puts pressure on product margins.

    FairPrice Group has deployed about 3,000 smart trolleys across selected stores ahead of a wider rollout planned for 2027, linking carts to shopper app accounts to personalise ads and offers.

    Speaking at the Retail Asia Summit 2026 in Singapore, Sanjay Singh, senior vice president for the Investor Transformation group at Frost & Sullivan Asia Pacific, said retail media can become a profit engine for physical stores by connecting demand, inventory, payments, and fulfilment.

    Smart Carts and Targeted Health Campaigns

    Grocery operators are using point-of-sale data to sell brand campaigns inside physical aisles. Rajiv Singh, head of the retail media network at FairPrice Group, said an in-store initiative run with Singapore’s Health Promotion Board shifted 12 percent of approximately 500,000 targeted shoppers toward lower-sodium product alternatives. The state health agency is now doubling the budget and scale of the campaign.

    Ad deals are benchmarked on incremental return. The grocer measures exact sales generated per marketing dollar spent. Linking smart shopping trolleys directly to the FairPrice mobile app allows the chain to trigger personalized promotions as shoppers navigate aisles.

    Packaged goods manufacturers gain direct access to verified purchase histories through these retailer-owned networks. Brands pay premiums for verified basket conversions rather than broad digital impressions across open web platforms.

    Extending Sales Windows Beyond the Store

    Duty-free and department store operators are adjusting checkout rules to capture spending outside physical premises. The Shilla Duty Free now allows travelers to purchase merchandise via the iShopChangi platform up to 30 days after their trip, according to Joanne Soh, head of consumer marketing and e-commerce at the travel retailer.

    A wider post-travel purchasing window lets airport retailers recover sales lost to tight flight schedules and carry-on luggage limits. Physical airport storefronts become discovery showrooms backed by centralized domestic delivery.

    Department store operator Metro Singapore is reallocating floor space toward targeted customer problems. Henry Christian, head of loyalty, marketing and partnerships at Metro Singapore, pointed to the retailer’s Sleep Lab concept, launched on World Sleep Day on 15 March. The format evaluates brand participation and customer discussions alongside standard sales volumes.

    Micro Occasions and Quick Commerce Channels

    Food makers are mining retailer transaction data to generate sales outside traditional peak holidays. Kenneth Lau, global digital commerce excellence lead at Mondelēz International, said digital commerce accounts for roughly 41 percent of the company’s sales this year. That channel delivers 61 percent of its total growth.

    In China, Mondelēz partnered with on-demand delivery giant Meituan to target office afternoon tea breaks, tailoring Oreo product selections specifically for immediate local fulfillment. The confectionery group also created an exclusive digital-commerce gift box for its BTS brand collaboration priced at about $15, selling out 20,000 packs on Shopee across Southeast Asia within seven days.

    Furniture retailer Castlery is focusing investments strictly on measurable omni-channel systems. Leah Howatson, general manager for international markets at Castlery, said the company synchronizes online shopping carts with physical store systems so staff can complete purchases started online, while scaling back curated experiential events that failed to deliver adequate return on investment.

    Balancing Capital Outlays Against Ad Revenue

    Retail media networks are creating a split between high-volume grocers and discretionary specialty chains. Supermarket operators control the recurring transaction volume required to justify in-store screens, trolley hardware, and data infrastructure. Discretionary chains lack that visit frequency. They struggle to build ad scale, forcing them to focus on cart synchronization and extended checkout windows instead.

    Physical rollouts still face operational hurdles from hardware maintenance, screen vandalism and basement mobile network dead zones. Retailers that over-invest in in-store hardware without securing long-term brand ad commitments risk adding capital costs without lifting net margins.

    Attention now turns to FairPrice’s planned 2027 fleet expansion for smart carts across its full Singapore footprint, which will test whether ad-supported trolley systems generate sustainable yields across suburban store formats.

  • Singapore’s Castlery Makes Stylish U.S Entrance with Flagship Store in Manhattan’s Premier Chelsea District

    Singapore’s Castlery Makes Stylish U.S Entrance with Flagship Store in Manhattan’s Premier Chelsea District

    Singaporean furniture company Castlery has launched its debut physical store in the United States, choosing the Chelsea area of Manhattan for its flagship site.

    The 3,000 square foot showroom represents a significant shift for the brand, moving from an e-commerce focus to establishing a permanent brick-and-mortar presence in the U.S. market. The brand’s 10-year lease demonstrates its long-term commitment to this market, rather than a short-term experiment in traditional retail.

    Showroom Design

    Situated in the historic Ladies’ Mile district, the showroom has been thoughtfully designed to cater to urban lifestyles. It showcases 17 room sets that highlight space-efficient layouts, crafted specifically for city apartments.

    The interior design of the space blends Eastern and Western influences, with layered textures and materials like rattan. It also incorporates subtle nods to iconic New York interior design styles.

    Extended Customer Experience

    Beyond showcasing its product line, the showroom will also offer personalized interior styling consultations. This service is part of Castlery’s commitment to expand its customer experience beyond the traditional transactional model of retail.

    Co-founder of Castlery, Declan Ee, emphasized their commitment to the U.S. market. “New York isn’t a place you test, it’s a place you commit,” he stated. “Opening our first U.S. store here reflects how seriously we take the American customer and how seriously we take our craft. This isn’t about doing it fast. It’s about doing it right.”

    The company originally started to explore the possibility of physical retail locations in Manhattan in 2018, prior to its U.S. e-commerce launch. However, these plans were halted due to the pandemic, and efforts were redirected towards strengthening logistics, operations, and enhancing the overall customer experience in preparation for a future physical store.

    In the search for the perfect location, Castlery reviewed over 200 potential sites across a two-year period before ultimately choosing its site in Chelsea. This represents a highly selective approach to its first foray into U.S. retail.

    Last year, Castlery expanded its reach to the European market, launching an e-commerce store in the United Kingdom.

    Questions & Answers

    What is the size of the new Castlery showroom in the U.S.?
    The showroom is 3,000 square feet.

    What additional services will the showroom offer beyond showcasing products?
    The showroom will offer personalized interior styling consultations to its customers.

    When did Castlery first begin considering physical retail locations in the U.S.?
    Castlery first began exploring physical retail opportunities in the U.S. in 2018.

  • Singapore’s Castlery Expands European Footprint With Uk E-commerce Launch And London Pop-up Store

    Singapore’s Castlery Expands European Footprint With Uk E-commerce Launch And London Pop-up Store

    Singaporean home furnishings company, Castlery, has extended its reach by opening an e-commerce store in the United Kingdom. This move signifies the brand’s initial foray into the European marketplace.

    The online store showcases an extensive variety of Castlery’s furniture offerings, inclusive of sofas, dining tables, beds, storage solutions, and items crafted with children in mind. In addition, Castlery is preparing to introduce a pop-up store at the London Design Festival in September.

    Co-founder Declan Ee summed up Castlery’s ethos, stating, “In essence, Castlery offers furnishings for those who value well-designed pieces, but are not prepared to sacrifice their financial stability for an expensive coffee table.”

    Furthering their expansion, Castlery is also set to inaugurate a physical storefront in Brisbane on the 26th of August. This follows the successful establishment of their Sydney store in the previous year.

    Since its inception in 2013, the Singapore-based company has been operating its e-commerce platform across a staggering 100 cities worldwide. These include locations in Singapore, Australia, the United States, Canada, as well as the United Kingdom.

    Questions & Answers

    When and where was Castlery founded?
    Castlery was founded in Singapore in 2013.

    Where is Castlery set to open its next physical store?
    The next physical store will be opened in Brisbane on August 26.

    In which cities does Castlery operate its e-commerce site?
    Castlery operates its e-commerce site in 100 global cities, spanning regions such as Singapore, Australia, the United States, Canada, and the United Kingdom.

  • Online Furniture Retailer Castlery Builds Scalable E-commerce Fulfilment Platform

    Online Furniture Retailer Castlery Builds Scalable E-commerce Fulfilment Platform

    Manhattan Associates today announced that Castlery, the Singapore-based online furniture retailer, has selected Manhattan SCALE as a key component of a business transformation programme to build a world-class order fulfilment capability that will ensure a seamless service experience for customers and drive ongoing business growth.

    Launched in 2013 with a mission to make designer furniture accessible to everyone, Castlery has quickly established itself as a leading furniture and homewares designer in Southeast Asia. In order to meet its target of over 100 percent year-on-year growth, Castlery recognised it needed to invest in an order fulfilment technology that would scale in line with its business growth, ensure service level improvements for customers and drive future sales and margin expansion.

    Castlery selected Manhattan SCALE for its ability to handle the unique logistical challenges associated with furniture retailing and distribution and its proven track record supporting ecommerce and omni-channel operations around the world. With a pressing need to be set up before the peak sales season, Castlery needed the Manhattan fulfilment platform to be live and ready for one of its busiest times of the year. Working closely with the Manhattan team, Castlery successfully completed the solution deployment at its Mapletree Logistics Hub in Toh Guan, Singapore, in under three months, remarkably fast for a first implementation.

    Zhou Zhiwei, Chief Technology Officer at Castlery, commented: “As the leader in the Gartner Magic Quadrant for Warehouse Management Systems (WMS) and with many companies we admire already using SCALE, Manhattan ticked many boxes. Their experience with solving problems like ours, high calibre teams, and flexible solutions made picking Manhattan as our partner an easy decision.”

    Travers Tan, Chief Operating Officer at Castlery, added: “Since the solution has been deployed, process execution has improved across our entire distribution operation. We’ve hit 99.99 percent inventory accuracy and seen a 23 percent month-on-month increase in order transactions. We now have a complete view of inventory across the distribution network whilst our order-to-delivery cycle times are compressed significantly. Also, the solution is fully integrated with our ERP system, giving us a “live” picture of available inventory for sale and enabling accurate lead-times to be reflected on our website. Because the system can support multiple DCs, it is perfectly suited to our future plans for expansion into overseas markets. The Manhattan solution’s capabilities support our vision to become the leading furniture e-retailer globally.”

    Richard Wright, Managing Director, Southeast Asia, at Manhattan Associates, commented, “Manhattan provides the expertise and technology to help clients deliver on their brand promise. We’re delighted to see Manhattan SCALE already driving order volume growth for Castlery and are confident that Castlery will continue reaping the rewards from our constantly evolving solutions for many years to come.”