A Singapore start-up selling gaming chairs started life as a personal problem gamers face: Getting comfy in a seat for hours at a time.

Founded in 2014

Secretlab is a Singapore-based start-up founded by Ian Ang, 25, and Alaric Choo, 29.

In 2014, Ang was looking for the perfect gaming chair for his gaming set-up when the idea of setting up Secretlab came to mind.

A year later, the Throne chair was launched and it sold out within two weeks.

Prices started from S$369

The company sells the premium gaming chairs at quite a steep price point.

Initially, the sold-out Throne chair retailed at S$369. Subsequently, the second version was raised to S$429 but has since been revised to S$399

The latest Omega Elite goes for a much higher S$899.

But Secretlab's steep prices do not intimidate buyers, especially since the company has already met their target of hitting eight-figures.

Gaming chairs used for office too

While gaming chairs may be their niche, gamers aren't the only customers.

The chairs are popular amongst corporate offices, law firms and even clinics due to their ergonomic designs with adjustable parts meant for long hours of usage, making it appealing to a wide variety of users.

And of course, the diversity of the designs play a part too.

The gaming chairs do not look out of place in a professional setting.

Online retail crucial

Secretlab has its own office in Bendemeer where potential customers can try out the chairs before purchasing them.

However, most of the revenue actually comes via their online platform.

In a media interview, Choo explained: "If we had invested a lot of money into retail instead of focusing on our online platform, we would not have got as big as we did."

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Expanding fast

Earlier this year, Secretlab was one of three companies awarded the 2017 Emerging Enterprise Awards, an accolade given to outstanding young businesses in their respective fields with annual sales turnover of up to S$20 million.

And it seems like they're not slowing down.

Secretlab has gone on to ship to countries such as Malaysia, the United Kingdom, Australia and the United States. They are also looking forward to entering the non-English speaking markets soon.

New Throne 2018 and Omega 2018

Secretlab's 2018 lineup of chairs has incorporated feedback from users.

Improvements have been made to the chair’s inner cushioning for better weight distribution, as well as the hydraulic piston to accommodate a wider range of user heights.

The biggest change would be the addition of a new memory foam lumbar pillow and upgraded armrests.

Secretlab owners have also requested for a better back pillow, which has been incorporated to mould itself nicely to the lower back.

The new armrests are also better cushioned and are wider than the existing models.

The biggest change yet though, is the lower prices for upcoming chairs.

The Throne 2018 will be available direct to consumers for S$399, while the Omega 2018 will be priced at S$469.