The problem
Marathon gaming and desk sessions punished backs, yet the market offered either generic office chairs or flimsy lookalike racing seats with no real ergonomics.
How it works
Founded in 2014 by former pro gamers Ian Ang and Alaric Choo, Secretlab designs its TITAN Evo chairs, MAGNUS desks and accessories in-house at its 44,000 sq ft Braddell global HQ and R&D centre, manufactures at scale (about a million chairs a year), and sells direct-to-consumer across some 60 countries — amplified by licensed editions with major game studios and entertainment franchises.
Pain points
Chronic back and neck pain from long sessions, chairs that sagged within months, and office furniture that ignored gaming culture entirely.
Business model
Premium DTC hardware margins, higher-priced collaboration editions, and accessories and desk attach that raise average order value.
Challenges
Demand cooled after the pandemic home-office surge; copycat brands undercut on price; and Temasek-linked minority backing (Heliconia, 2019) sets a high bar for the next phase of growth beyond chairs.
Funding
- Raised: MISSING (bootstrapped by founders; Heliconia Capital Management, a Temasek unit, bought a minority stake in 2019 — terms undisclosed, via Bloomberg/Livemint).
- Valuation: MISSING.
- Status: operating and profitable.
Latest — September 2026
Secretlab announced its first-ever booth at Tokyo Game Show 2026 (Sep 17–21, Makuhari Messe), headlined by the Japan debut of the Atlas ergonomic task chair alongside the TITAN Evo, MAGNUS Pro and MAGNUS Pro XL, plus a Monster Hunter collab showcase — its biggest push yet into the Japanese market (Saiga NAK, Sep 2026).