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\u201cIn the US, many are renters. They sign a lease and need a sofa the next month,\u201d Ee said. \u201cThat shifts delivery from being a support function to being part of the product.\u201d<\/span><\/p>\n At the same time, the scale and diversity of the US market have required Castlery to adapt its approach to different cities and lifestyles rather than treat the country as a single, uniform market.\u00a0<\/span><\/p>\n \u201cA customer in New York lives very differently from someone in Los Angeles, Austin or Seattle,\u201d Ee said. \u201cSpace is limited in New York, while other cities may have more room for larger homes and outdoor living.\u201d<\/span><\/p>\n There is also a cultural difference. American customers tend to be more vocal in their feedback, a dynamic Ee said keeps the company on its toes. He added: \u201cIf something doesn\u2019t work, it shows up quickly and publicly. We learned early on that you can\u2019t just sell a beautiful product. In Singapore, trust builds more quietly. In the US, it\u2019s built or broken in the open.\u201d<\/span><\/p>\n These differences are beginning to shape the company\u2019s product development as it deepens its presence in the US market.\u00a0<\/span><\/p>\n \u201cOur product line is always evolving,\u201d Ee said. \u201cAs we grow in the US, we\u2019re learning more about differences in scale, materials and how homes are used across cities and climates. The deeper we go, the more our products reflect those insights.\u201d<\/span><\/p>\n When asked about potential collaborations with American designers, Castlery said it remains selective about such partnerships.\u00a0<\/span><\/p>\n \u201cWe\u2019re open to collaborations, but we\u2019re quite disciplined about it,\u201d Ee said. \u201cWe do have a few things in motion right now, and we\u2019ll share more when the timing is right.\u201d<\/span><\/p>\n For Castlery, the New York opening marks its transition from a digitally native brand to a global retail player with a physical footprint in key markets.<\/span><\/p>\n \u201cNew York is not just another store for us,\u201d Ee said. \u201cIt\u2019s the trigger for what comes next.\u201d<\/span><\/p>\n Success in the city, he suggested, will be measured not simply by sales, but by the brand\u2019s ability to build trust and long-term customer relationships. The showroom will open to the public on May 15, with a weekend of events introducing the brand to New York.\u00a0<\/span><\/p>\nA SINGAPORE BRAND ON THE GLOBAL STAGE<\/span><\/h2>\n