Building a global gaming brand from Singapore
Secretlab stands as one of Singapore’s most inspiring success stories. Established in 2014 by Ian Ang and Alaric Choo, two competitive gamers frustrated with the lack of quality gaming chairs, the company embodies the spirit of local founders who blend passion with strategic execution.
Starting from a small shared workspace, Ian and Alaric personally handled product design, prototyping, and early marketing. Their vision was clear: to create an ergonomic, stylish, and durable gaming chair that meets the highest standards. By selling directly to consumers online, they eliminated costly intermediaries and maintained tight control over customer experience.
Within a few years, Secretlab’s chairs gained widespread acclaim. They won industry awards and secured endorsements from professional esports players. The brand’s sharp focus on gamer needs — comfort, durability, and aesthetics — quickly paid off, establishing Secretlab as a global force in the gaming furniture sector.
Key factors behind Secretlab’s rise
Several strategic decisions propelled Secretlab’s meteoric ascent. First, the founders invested heavily in research and development (R&D) from the outset. They continually innovated with materials like cold-cure foam and multi-tilt mechanisms to deliver superior comfort and support.
Second, they leveraged strategic partnerships to amplify brand presence. Collaborations with major esports tournaments, such as The International (Dota 2) and the League of Legends World Championships, positioned Secretlab in front of millions of gaming enthusiasts worldwide. Consequently, their chairs became synonymous with elite performance, further strengthening brand credibility.
Third, their commitment to operational excellence enabled rapid global expansion. Secretlab established logistics hubs in key regions like the United States, Europe, and Australia. This ensured fast shipping and superior after-sales service — a crucial competitive advantage in the e-commerce era.
Even during the COVID-19 pandemic, Secretlab pivoted swiftly. They capitalized on the surge in remote work demand, with their Titan and Omega series chairs becoming popular not only among gamers but also among professionals seeking ergonomic home office solutions.
Inspiring Singapore’s next generation of entrepreneurs
Moreover, Ian Ang and Alaric Choo’s journey inspires a new generation of Singapore founders who dream of scaling globally. Their story proves that world-class brands can emerge from Singapore through a combination of innovation, customer obsession, and global ambition.
Beyond their business success, both founders actively contribute to Singapore’s startup ecosystem. Ian Ang, for instance, participates in mentorship programs organized by Enterprise Singapore, offering guidance to young entrepreneurs. Their commitment to giving back continues to strengthen the vibrancy of Singapore’s entrepreneurial landscape.
Importantly, Secretlab’s success also highlights the effectiveness of Singapore’s support infrastructure for startups. Early-stage funding programs, innovation grants, and access to international expansion networks have played pivotal roles in their journey.
Today, Secretlab ships its chairs to over 60 countries. Their products have earned accolades from tech reviewers, esports professionals, and Fortune 500 executives alike. Their achievements demonstrate that with bold vision and relentless focus, Singaporean entrepreneurs can not only compete globally — they can lead.
Conclusion
Ultimately, Secretlab’s rise from a two-man startup to a global gaming chair empire is a testament to the entrepreneurial dynamism of Singapore founders. Their journey reinforces the belief that innovation, perseverance, and customer-centricity are powerful drivers of success.
As Secretlab continues to innovate with new product lines and expansion strategies, their story remains a shining example of how Singapore business leaders are shaping global industries.
Discover more inspiring journeys on Feature.Asia: 10 Entrepreneurs Under 30 Changing Asia’s Economy
