One of the unique aspects of the way that Castlery run their business is that they are focused much more on product development over marketing. Marketing is generally one of the biggest business expenses and is seen as key to ensuring business growth. Castlery on the other hand, see product development and engineering as a key to business growth.
Furniture companies that market to consumers generally gain customers with a big marketing budget which can be up to 90% of the companies spend. This leaves them with a very small percentage of their financials that they can dedicate to actual product development. The feeling for Castlery is that this low spend on product will mean that the product the customer gets will not meet their expectations and you will not get customers returning to you. Castlery are focused on engineering the best quality products so that the customer is satisfied with their purchase. The founders of Castlery are so dedicated to this that they sign off on every piece of furniture before it’s able to be sold.
The founders were not experienced in furniture retail however they knew they would only achieve growth through growing their markets internationally. The larger market meant that the company was able to take advantage of economies of scale. One of the key focuses with their business model was to have a online to offline model which means they find consumers online but bring them in store to make the final purchase. To save on your purchase from Castlery use a Castlery coupon.