Secretlab
Secretlab is a Singaporean furniture company best known for gaming chairs, desks, and gaming-related workspace products.
Last updated October 14, 2026
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Overview
Secretlab is a Singaporean furniture and gaming-lifestyle company founded in December 2014 by Ian Alexander Ang and Alaric Choo, former professional StarCraft II players. The company began as a small startup focused on improving the design and construction of gaming chairs, a category that had historically combined racing-inspired styling with limited ergonomic refinement. Its founders initially funded the business from their own savings, directing much of the early capital toward research and development rather than building a broad product portfolio immediately. Secretlab launched its first chair, the Secretlab Throne V1, in March 2015. Later that year it expanded the range with the Throne V2 and Omega models. These products helped establish the company's early identity: premium gaming furniture intended to support long gaming sessions while also appealing to esports players, streamers, and consumers working at computers. The brand's distribution and marketing model was strongly connected to the gaming and esports ecosystem, including partnerships with tournament organizers and the provision of chairs for professional players. Over time, Secretlab broadened its product family beyond chairs. Its major chair lines include the Omega, Titan, and Titan Evo, with successive generations emphasizing adjustable ergonomics, seat construction, armrest flexibility, upholstery choices, and licensed or collaborative designs. In April 2021, the company introduced the Magnus, a magnetic metal desk designed to integrate with cable-management accessories and gaming setups. This move positioned Secretlab as a broader workspace brand rather than only a chair manufacturer. The company's visibility increased substantially during the COVID-19 pandemic. Demand for home-office and computer furniture rose as office workers, students, gamers, and creators spent more time at home. Secretlab reported delivering at least 500,000 chairs in 2020 and announced that it had sold its millionth chair during the same year. In August 2019, Heliconia Capital Management, an investment company associated with Singapore's Temasek Holdings, acquired a minority stake. Public reporting subsequently placed the company's implied valuation in the hundreds of millions of Singapore dollars, while later technology-industry reporting described it as approaching billion-dollar valuation territory. These figures are estimates rather than publicly disclosed market prices, because Secretlab is privately held. Secretlab operates its corporate headquarters, research and development facilities, and an esports gaming arena in Singapore, together with manufacturing capacity in China. It sells internationally and has used collaborations with entertainment and gaming properties to extend the brand beyond its core hardware category. One notable example was a partnership with HBO for Game of Thrones-themed chairs. The company's tournament and entertainment collaborations have helped associate its products with competitive gaming, fandom, and gaming-room culture. Product reception has generally been favorable among specialist technology and gaming publications. The Omega 2020 was recognized by PC Gamer and GamesRadar+ in separate years as a leading gaming chair, while the Magnus received a best-gaming-accessory designation from T3 and the Titan Evo 2022 was selected by IGN as a top gaming chair. The brand has also faced product-quality criticism, including reports in 2020 that the covering on some chairs peeled. Ian Ang attributed the issue to unexpectedly high humidity and said that the company was addressing it. A 2022 University of California, Berkeley study comparing the Titan Evo with a fully adjustable mesh chair found advantages for the Titan Evo in supportability, seat-pressure distribution, and subjective computer-task performance, but reported minimal differences in general comfort, discomfort, and pain. Secretlab remains an active international gaming-furniture brand centered on chairs, desks, esports partnerships, and licensed designs.
History
Secretlab was established in Singapore in December 2014 by Ian Alexander Ang and Alaric Choo, both of whom had backgrounds as professional StarCraft II players. Their experience with extended computer use and competitive gaming informed the company's original focus on gaming chairs. The founders began with personal savings and concentrated the early business on product research and development. The first Secretlab product, the Throne V1, was launched in March 2015. The company expanded its initial range later in 2015 with the Throne V2 and Omega. Rather than treating a gaming chair solely as a decorative gaming accessory, Secretlab promoted products around support, adjustability, construction, and suitability for long periods at a computer. The brand's early growth was closely associated with online gaming communities, esports organizations, and professional tournament events. Secretlab developed a Singapore-based operating structure that included corporate offices, research and development facilities, and an esports gaming arena along Braddell Road. Manufacturing was carried out in China. The company also formed recurring partnerships with official esports tournament organizers, supplying chairs for players and using competitive gaming as a channel for product visibility and credibility. Entertainment licensing broadened this approach; in partnership with HBO, Secretlab released Game of Thrones-themed gaming chairs. In August 2019, Heliconia Capital Management acquired a minority interest in Secretlab. The investment gave the privately held company institutional backing and was followed by reports assigning it a valuation of approximately S$200 million to S$300 million. Secretlab continued to expand its customer base internationally while retaining a focus on gaming and computer users. The COVID-19 pandemic became a major growth period. Remote work and home-based entertainment increased demand for office chairs and gaming furniture. Secretlab reported at least 500,000 chair deliveries in 2020 and said that it had sold its millionth chair during that year. Reporting on the company's fiscal 2020 performance estimated revenue and operating profit at substantial levels, but these figures were not presented as audited public-company disclosures. In 2021, technology-industry coverage estimated that the company was approaching a one-billion-dollar valuation. Secretlab also broadened its product strategy. In April 2021 it unveiled the Magnus, a magnetic metal desk designed for gaming setups and cable management. Its chair portfolio continued to evolve through models and generations including the Omega, Titan, and Titan Evo. Review publications gave several products strong rankings: PC Gamer named the Omega 2020 its best gaming chair for 2019, GamesRadar+ gave the same model a best-chair designation for 2020, T3 selected the Magnus as a leading gaming accessory for 2021, and IGN listed the Titan Evo 2022 as its top gaming-chair choice for 2022. The company has not been free of criticism. In 2020, some owners reported peeling upholstery or covering on certain chairs. Ian Ang attributed the issue to unexpectedly high humidity and stated that Secretlab was addressing it. A 2022 University of California, Berkeley study compared the foam-seat Titan Evo with a fully adjustable mesh chair in an eight-hour, two-day blind test. The study found better supportability, seat-pressure distribution, and subjective computer-task performance for the Titan Evo, while finding minimal differences between the two chair types in broad measures of comfort, discomfort, and pain. Secretlab remains active as an international furniture brand centered on gaming chairs, desks, accessories, esports partnerships, and licensed designs. Its development reflects the maturing of gaming furniture from a niche enthusiast product into a broader category overlapping with home-office equipment, streaming setups, and lifestyle-oriented computer workspaces.
- 2021
Magnus desk unveiled
[1]Secretlab entered the desk category with the Magnus magnetic metal desk.
- 2020
Millionth chair sold
[1]Secretlab reached a reported cumulative sales milestone of one million chairs.
- 2019
Minority investment by Heliconia Capital Management
[1]Heliconia Capital Management acquired a minority stake in the privately held company.
- 2015
Throne V1 launched
[1]Secretlab entered the market with the Throne V1, its first gaming chair.
- 2015
Throne V2 and Omega introduced
[1]The company expanded its chair range with the Throne V2 and Omega.
- 2014
Company founded in Singapore
[1]Ian Alexander Ang and Alaric Choo established Secretlab as a startup focused on gaming-chair design and development.
Products and positioning
Premium gaming and computer-workspace furniture combining ergonomic features, gaming-oriented design, direct-to-consumer presentation, esports partnerships, and licensed entertainment collaborations.
Gaming chair · 2015
Secretlab Throne
The Throne was Secretlab's initial gaming-chair family. The Throne V1, launched in 2015, established the company's original product proposition around a dedicated gaming seat, while the Throne V2 expanded the range later in the same year.
Gaming chair · 2015
Secretlab Omega
The Omega is one of Secretlab's best-known chair families and was designed for gaming and extended computer use. The Omega 2020 received favorable recognition from PC Gamer and GamesRadar+, particularly for its adjustability and overall suitability as a gaming chair.
Gaming chair
Secretlab Titan
The Titan line is a larger gaming-chair family within Secretlab's portfolio. It is positioned around support and adjustability for computer users and forms the basis for later generations, including the Titan Evo.
Gaming chair · 2022
Secretlab Titan Evo
The Titan Evo is a later-generation Secretlab gaming chair emphasizing adjustable ergonomics and a cold-cure foam seat pan. A 2022 University of California, Berkeley study found stronger supportability, seat-pressure distribution, and subjective computer-task performance than a tested mesh chair, while finding limited differences in general comfort and pain measures.
Gaming desk · 2021
Secretlab Magnus
The Magnus is a magnetic metal desk unveiled in April 2021. It extended Secretlab's offering from seating into complete gaming and computer workspaces, with a design intended to support accessories and cable management.
Licensed furniture
Licensed gaming and entertainment chairs
Secretlab has produced themed chair designs through collaborations with gaming, esports, and entertainment properties. A documented example is its partnership with HBO to introduce Game of Thrones-themed gaming chairs.
Marketing campaigns
- Esports tournament partnerships
International
Secretlab has partnered with organizers of official esports tournaments, supplying chairs for players and associating the brand with professional competitive gaming.
Outcome. The partnerships supported product visibility among esports audiences and reinforced Secretlab's positioning as a gaming-specialist furniture brand.
- Game of Thrones collaboration
International
Secretlab worked with HBO on Game of Thrones-themed gaming chairs, combining licensed entertainment imagery with its core chair products.
Outcome. The collaboration expanded Secretlab's appeal beyond esports into entertainment fandom and collectible gaming-room furniture.
Brand decisions
2021
Launch the Magnus deskProduct launchBackground
Secretlab had established a strong position in gaming chairs and sought to address more of the gaming and computer-workspace setup.
Action taken
The company unveiled the Magnus, a magnetic metal gaming desk.
Aftermath
The launch broadened Secretlab's product scope from seating into desks and integrated workspace accessories.
2020
Address reported upholstery-peeling complaintsOtherBackground
Some customers reported that the covering on certain chairs peeled during a period of increased demand.
Action taken
Ian Ang attributed the issue to unexpectedly high humidity and stated that the company was addressing it.
Aftermath
The issue became a documented product-quality criticism, but the available reference does not establish a formal recall or regulatory action.
2019
Accept minority investment from Heliconia Capital ManagementM&ABackground
Secretlab was a privately held gaming-furniture company that had expanded beyond its initial startup phase.
Action taken
Heliconia Capital Management acquired a minority stake in the company.
Aftermath
The transaction was followed by public estimates placing Secretlab's valuation in the hundreds of millions of Singapore dollars.
Recent events
Reported
Secretlab runs storewide sale with discounts up to $130[2]
Secretlab offered discounts of up to $130 on gaming chairs in a storewide sale running through March 15, 2022. The promotion also included its Magnus Metal Desk, accessories and collectibles.
- Unconfirmed
Reported
Secretlab launches Magnus Metal Desk[3]
Secretlab released the Magnus Metal Desk, its first metal computer desk for PC users. The desk supports RGB lighting and magnetic cable management. The article says it will be available in the United States, the European Union and Singapore, with a starting price of $449 without magnetic accessories.
Reported
Chess.com and Secretlab announce partnership[4]
Chess.com announced a partnership with Secretlab, spanning Chess.com's marquee broadcasts and streamer program.
Reported
Secretlab announces partnership with Blizzard for Overwatch chairs[5]
Secretlab revealed a partnership with Blizzard to produce two new gaming chairs for Overwatch, including a standard-logo version and a D.Va edition.
Sources5 sources
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