About Us
the story so far
Ignited by a deep passion and a rich career in the national sofa retail landscape, our founder, Richard, embarked on a mission to carve a distinctive niche in an already saturated market. With almost five decades of experience spanning various Australian furniture retailers, Richard gained an insightful understanding of the Australian consumer's desires and how to fulfill them. His vision birthed a sofa specialist centered on design, offered at accessible price points, where customers are valued as individuals, not mere entries on a sales spreadsheet. Bid farewell to the notion that exceptional design must bear a burdensome price tag. It's a new era.
20
Passionate team members
3
Showrooms
1
Vision
The power of smart design
Crafting an exceptional sofa is a nuanced art, demanding a profound grasp of various intricate elements. It necessitates not only years of experience but also a keen comprehension of how each facet harmonizes with the others. From shape and material to color, frame, cushion construction, seat support, proportion, and price, these components intricately interweave to give rise to the flawless product. Designing a sofa becomes an intricate dance of these elements, requiring expertise to achieve perfection.
Secret Sofa
The process
The significance of a well-defined design principle becomes apparent in the product design process. With a clear vision, one can tailor products to align seamlessly with a targeted niche. In our early stages, emphasis was placed on curating an array of exclusive designs that harmonized with our business visions and goals. Following the establishment of a foundational range, our focus shifted to comprehensive customer research, guiding the creation of meticulously crafted products that cater to the distinct needs and desires of our customers. We delicately navigate the balance between design and price, ensuring that our products become cherished focal points in our customers' homes, whether they are homebodies or avid explorers, providing a sanctuary in their own living rooms.
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Designed in Melbourne & Sydney
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Australian family owned & operated
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Focus on service
Modern retail
Breaking down the barriers.
Navigating a digitally focused landscape as a sofa retailer in a saturated market poses unique challenges. Today's consumers are exceptionally informed, conducting thorough online research before stepping into conventional brick-and-mortar stores. We've successfully risen above the noise by discerning the customer's priorities and strategically addressing those needs.
Breaking down the barriers
Aesthetics.
No one will buy a product for their home if they don't like the look of it. We have carefully designed our products to appeal to a wide range of people. We aren't too "out there" but also want to make a statement.
Breaking down the barriers
Comfort.
Comfort is relative to each person. Just because one person believe that deep feather seating is the ultimate in comfort does not mean that another agrees. We provide a variety of comfort levels with a strong focus on proportion.
Breaking down the barriers
Uncertainty.
A very valid barrier particularly while shopping online. We provide as much information as possible with high res images but for those who are okay to visit us, we highly encourage everyone to visit one of our showrooms to see the product first hand. We pride ourselves on our product quality and back that up with 3 and 10 year warranties.
Breaking down the barriers
Price.
We offer a wide range of options based on your budget. From 3 Seaters under $1,000 to large leather modulars at $10,000! We dont want to go any higher than this as your bang for buck gets severely deminished and in our opinion no longer represents value.
Breaking down the barriers
Service.
As a young business, we grew through word of mouth. Our main feedback was our exceptional customer where no one ever felt pressured to buy, we just wanted them to find the right product for them. As we've grown to three stores, we keep a keen focus on service and providing solutions.
Breaking down the barriers
Availability.
Unlike many designer sofa retailers, we buck the trend of long lead times. Thanks to substantial reinvestment in our business, we maintain ample stock of most items, ready for immediate delivery. Our steadfast commitment to the motto "everything must be in stock" ensures swift access to our coveted designs.
2017
Secret Sofa launches in Melbourne Victoria with a core range of sofas and chairs. Purposefully designed and wrapped in trend driven colours. Our humble beginning in Cheltenham where we still reside today.
2018
We continued to develop our ever growing range of products, assembled a tight team of passionate team members and ramped up our efforts to break into the digital retail scene.
2019
We designed and introduced our exclusive black diamond seating and numerous exclusive leathers and fabrics, along with a full custom order offering for design savvy individuals. Most of which are still in our range today.
2020
As Covid rocked our nation, people spent more time at home and shopping online. We were launched into the stratisphere as our products caught the attention of keyboard shoppers and our "everything must be in stock" motto instantly fulfilled the needs of customers.
2021
We begin to target interstate and gain customers in Sydney, Brisbane and Adelaide as well as many regional locations across Australia.In late 2021, our founder Richard begins the search for a likeminded buyer to take over the business as he looks to retire.
2022
A buyer is found for our fledgling business; an Australian family of furniture retailers with 45 years of experience who share the same vision as Richard. With a desire to uphold the values originally instilled by the founder.
2023
HELLO SYDNEY! We take a leap of faith and open two new stores in Sydney along with full integration into existing warehousing and delivery networks. We are ready to scale.
2024 and beyond
We strive to continue opening new showrooms with a goal to be within an hours drive of 75% of Australians by 2030. Be part of our journey.
