Secretlab

Secretlab is a Singaporean gaming chair manufacturing company that was founded in 2014.[1] It operates in the United States, Canada, United Kingdom, Europe, Australia, and South-East Asia, with its headquarters in Singapore. Secretlab specializes in the creation and production of its own line of gaming chairs.[2][3] Secretlab is backed by one of Singapore's sovereign wealth funds, Temasek Holdings[4].

Secretlab
Private
IndustryFurniture
Founded2014 (2014)
HeadquartersSingapore
Area served
Singapore, United States, Canada, United Kingdom, Europe, Australia, South-East Asia
ProductsSecretlab THRONE
Secretlab OMEGA
Secretlab TITAN
Secretlab TITAN XL
NAPA Series
SoftWeave™ Series
OwnerIan Alexander Ang (co-founder)
Alaric Choo (co-founder)
Temasek Holdings
Websitehttps://secretlab.co

History

Secretlab was founded in 2014 by two former competitive gamers Ian Alexander Ang[5] and Alaric Choo, who set out to create and market computer chairs targeted at computer gamers,[6] having grown disgruntled at the lack of affordable and quality options in the gaming chair market.[7] They got the idea to start the company after they could not find a chair that can be used for long hours and fit for both gaming and office setups.[8]

The company officially launched in Singapore in May 2015[9] and later in the year launched in Malaysia[10] and Australia[11] and the United States in 2016[12] In 2017, the company further expanded into the United Kingdom, Europe[13] and Canada.[14]

In 2019, Secretlab expanded further within the South-east Asia region and into the Philippines, Thailand and Indonesia.[15]

Secretlab sells directly to their customers with the founders deciding not to go through distributors or retailers to keep prices down.[16][17]

Secretlab OMEGA Stealth

Products

Secretlab's products are generally targeted at gamers, although the company has also attracted customers from law firms, clinics and corporate offices.[18]

To date, the company has released four models, the Secretlab THRONE, Secretlab OMEGA, Secretlab TITAN and Secretlab TITAN XL.[19][20] The models were upgraded in May 2019, following three years of research and development, and were pegged as the Secretlab 2020 Series.[21] Made with high density cold-cure foam,[22] the chairs are customisable with various upholstery options.[23][24][25]

Partnerships

Secretlab has partnered with international esports events, including:

The company has also partnered with international e-sports teams Team Liquid[42][43], OG[44][45], G2 Esports[46][47], Cloud9,[27][28] ,Team Secret,[48][49][50], Astralis[51], T1[52][53], Newbee[54] as well as professional gamers, such as Daryl Koh (iceiceice)[55] and Ho Kun Xian.[56] They have also partnered with esports tournament operator PGL[57], MDL[58] and StarLadder[59], and esports network OGN.[60][61]

Outside of e-sports, Secretlab also announced partnerships with English footballer Dele Alli[62][63][64] and Canadian electronic dance music producer deadmau5.[65][66]

Secretlab also announced a partnership with Warner Bros Consumer Products to launch a co-branded Secretlab Dark Knight Edition gaming chair to commemorate Batman's 80th anniversary.[67][68][69] The two organisations launched another collaboration in celebration of the Harley Quinn: Birds of Prey film that was released in February 2020[70][71].

In celebration of television series Game of Thrones' final season, Secretlab and television network HBO announced the world's first Game of Thrones gaming seats, themed after the three fan-favourite Houses from the series: House Stark, House Lannister and House Targaryen.[72][73][74][75]

Valve and Secretlab announced the world's first Dota 2 Edition gaming chairs[76] ahead of The International 2019, which Secretlab was also named as an official hardware provider for the tournament.[77]

Secretlab became the first gaming chair brand to collaborate with Blizzard Entertainment to release the world's first[78] official licensed Overwatch and D.Va edition gaming seats.[23]

Reception

The products of Secretlab have met positive responses from Forbes,[79] PC Gamer,[80] TweakTown,[81] TechRadar,[82] GamingScan,[83] Tech Guided,[84] CNET,[85] Gameranx,[86] PCMag,[87] GamesRadar+[88] and Tech Advisor.[89]

Awards
  • The Emerging Enterprise Award, 2017[90]
  • Hardware of the Year Award, PCGamer[91]
  • Editor's Choice Award, Tom's Hardware[92]
  • Editor's Choice Award, TweakTown[93]
  • Editor's Choice Award, Gameranx [94]
  • Editor's Choice, GamesRadar+ [95]
  • Ed's Choice Award, TechLife [96]
  • Editor’s Choice Award, Gotta Be Mobile[97]
  • Recommended Award, Windows Central[98]

References
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