How this former Lehman Brothers banker created a pandemic-evidence organization

Declan Ee constantly understood he preferred to run his possess company. 

But when he graduated from University Faculty London in 2006, he noticed his peers making use of for careers at expense financial institutions and resolved to give it a check out.

His initial gig? Lehman Brothers.

“I appreciated viewing how corporations labored on a world-wide scale. So that was incredibly attention-grabbing.”

But the 2008 collapse of Lehman Brothers not only roiled global markets, it was a shake-up for Ee way too.

“I was in the subprime house loan division. I dodged reporters whilst walking to Lehman in Canary Wharf. It made me double down on leaving banking at some position.”

… it can be about building a great foundation and a potent business that offers value to your goal buyers.

Declan Ee

Co-founder, Castlery

The 39-calendar year-aged Singaporean did go away financial investment banking finally in 2016, to develop his household furniture get started-up, Castlery. 

Currently, the business enterprise is bringing in millions and its modern-day pieces can be identified in above 300,000 homes globally, stated Castlery. CNBC Make It finds out how.

Furniture for urban millennials 

It all begun when Ee came back to Singapore 11 years ago and was furnishing his marital home. 

His great close friend and co-founder Fred Ji was also looking for affordable contemporary furnishing. 

“We shared a bond in that … [the process was] disheartening. We want to get the wonderful parts but they are so inaccessible.”

That is because of to things like the cost position and controlling numerous lead-situations of furniture, he spelled out.

Which is when they had the notion of selling reasonably priced, designer home furnishings to “city millennials” amongst 25 to 45 yrs outdated. 

To add to the purchaser searching experience, there is a showroom in Singapore and pop-up outlets throughout U.S. and Australia.


“This age group, you go via a great deal of modify. You depart college, you get started developing your career, you get married, you have a child … We incorporate stuff to our residences,” the president of Castlery advised CNBC Make It.

Ee wanted to give solutions to youthful older people who want to have an “inspiring house” and “something extra than Ikea,” — with out breaking the financial institution.

In 2013, Ee and Ji went digital-to start with with Castlery, allowing shoppers to see a virtual studio and invest in furnishings on-line — a disruptor in the regular home furniture field. 

“When consumers started to shop on the net for furniture, they realized that, ‘I really don’t want to go to 25 furnishings stores any longer.’ The future time they need to invest in one thing, they will do it on the net once again.”

Learning from ‘blow-ups’ 

Acquiring no knowledge in the home furniture retail organization, Ee approximated he essential six to seven years to grasp the ropes, which is as extended as the “fund lifetime” of VCs. 

“Straightaway, there is certainly a conflict … which is why anxiety comes about — you never have clarity of assumed, since you have to scale at all charge.”

As a substitute, Castlery’s initial investments arrived from relatives members and other entrepreneurs who have exited their corporations.

“At the core, it really is about setting up a good foundation and a potent small business that provides value to your focus on shoppers. That will generally translate no issue what, regardless of whether you want to offer or listing your corporation,” Ee reported. 

Pandemic-accelerated growth 

We have been developing so rapidly, our faces were turning inexperienced.

Declan Ee

Co-founder, Castlery

And as thousands and thousands of employees were being shut out of their offices and demanded to operate from property, the “meaning of dwelling” also improved, Ee noticed. 

“It’s not just a put you appear again to [after work]. You are executing your get the job done, you might be pursuing your passions, you have your youngsters. How you furnish your residence issues since you’re paying out substantially much more time there.”

With additional individuals searching to update their area, Castlery’s development “accelerated,” said Ee.

“We ended up expanding so rapid, our faces were being turning eco-friendly.” 

According to Castlery, the company grew “6 instances” all through the pandemic, earning over $100 million in the most recent money year ending March 2022, and was rewarding in 2020.

Castlery caters to urban millennials who want an “inspiring house” devoid of breaking the bank, explained its co-founder Declan Ee.


Even so, with or with no the pandemic, Ee believes that Castlery’s biggest promoting level is the style and design and operation of its products and solutions. 

“I communicate to prospects from the U.S. each and every thirty day period and they are like, ‘We appreciate your washable variety of sofas!’ I considered, ‘Okay, it’s a factor?'”

“I guess getting Asians, we are quite realistic,” he stated.

Ee added: “They would make clear that in the U.S., you would not have this selection at this price tag stage.” According to him, his furniture is “20% to 30%” more affordable than very similar pieces in the current market.

Just about every selection is assigned a buyer, an engineer and a planner — this trio operates a nicely-oiled device to assure merchandise go to industry in a timely and value-successful method.

Related posts