Castlery
“Can a DTC furniture brand built in Singapore scale globally by combining design quality, competitive pricing, and frictionless omnichannel payments and BNPL financing?”
Founded2013
HQSingapore
FoundersTravers Tan
IndustryE-commerce / DTC brand
The story
Founded in 2013 in Singapore as an online DTC furniture brand, Castlery expanded into physical showrooms before integrating Stripe across all channels to unify online and in-person payment flows. The company then pursued international expansion into Australia and the US, layering BNPL options (hoolah in Southeast Asia, Klarna in the US) to enable high-ticket furniture purchases. Its embedded finance stack is relatively lean, focused on payments acceptance and consumer financing rather than deeper banking or lending infrastructure.
Last 12 months
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Product timeline
2013
Founded in Singapore as an online direct-to-consumer furniture brand.· pivot
2015
Opened physical showrooms in Singapore, creating an omnichannel retail presence.· banking
2019
Integrated Stripe Payments, Terminal, and Radar to unify online and in-store payment processing.· banking
2021
Expanded into the US market with e-commerce and physical showroom presence.· pivot
2021
Partnered with hoolah (BNPL) for Southeast Asia installment payments.· lending
2022
Added Klarna as BNPL partner for the US market.· lending
Regulated entities
4
regulatory licences held by Castlery
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
2 layers disclosed in Castlery’s embedded-finance stack
Payments / PSP
Lending
in the full report
Accounting gap: none
2 more providers across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.