Castlery names new strategic communications partner

Castlery has appointed bSIDE as its strategic communications agency. The mandate commenced in January and runs for an initial term of one year. It covers strategy and reputation management in support of Castlery’s corporate communications, as the Singapore-headquartered brand accelerates its international expansion.

Under the remit, bSIDE will develop core corporate messaging led from Singapore and aligned across Castlery’s key markets.

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Founded in 2013, Castlery has grown from a local startup into what it describes as the largest furniture retail brand to emerge from Singapore. Today, it operates across Australia, Canada, the United Kingdom and the United States.

The company runs a fully integrated model spanning design, production, supply chain and omnichannel retail. It said this structure has enabled it to scale consistently across markets, while remaining focused on creating design-led furniture that addresses real-life needs.

“As Castlery continues to expand internationally, it is important that we communicate our growth journey and brand in a clear and purposeful way. bSIDE demonstrated a strong understanding of who we are and what we stand for, and we look forward to working with them to shape our core corporate messaging,” said Jay Wong, head of corporate affairs, Castlery.

In tandem, Charissa Guan, founder and managing partner, bSIDE, said, "We have been fans of Castlery for a long time, and we found alignment in our vision as Singaporean companies that understand the value of good design, and the business of thinking boldly."

"As we approach our fourth year in business, this appointment reflects the type of work bSIDE is focused on: delivering creative communications that solve commercial challenges, and we’re excited to partner with Castlery in ensuring their expansion and leadership story are communicated clearly and consistently to key audiences," she added. 

The appointment builds on a period of sustained expansion and investment for the brand. In 2023, Castlery marked its 10th anniversary with the opening of a new 15,000 square foot global headquarters in MacPherson, a significant step up from its original 900 square foot basement office in Ubi.

The new space consolidated departments under one roof to drive greater collaboration and efficiency. Castlery also expanded its logistics footprint, establishing a network of eight distribution centres across the United States, Australia, China and Malaysia, collectively spanning 500,000 square feet.

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