Singapore-based gaming chair maker Secretlab credits its first major licensed product—a sleek Batman-themed chair released nearly a decade ago—with transforming the company’s approach to design and partnerships. The success of this early collaboration led to an expansive portfolio featuring popular franchises like Overwatch, Cyberpunk 2077, and Pokémon.
- Batman chair was Secretlab’s first licensed collaboration, setting design standards
- Focus on authenticity by deeply exploring source material for every partnership
- Special editions include franchises like Pokémon, Overwatch, McLaren, and more
What happened
Secretlab’s journey into licensed products began with their Batman-themed gaming chair nearly nine years ago. Co-founder Alaric Choo revealed that while the brand was smaller with fewer options back then, the Batman license was a natural choice with its massive fan base and untapped product categories for licensing. This bold move required a full year of design development to create a chair that was both subtle and immersive, inspired by Batman’s iconic Batcave environment and aesthetics from the Dark Knight film era.
The resulting product featured understated design elements like a carbon-fiber pattern and a subtle bat emblem, which won acclaim from both consumers and Warner Bros. The chair earned Secretlab and Warner Bros. the ‘Best Licensed Product’ award at the 2021 Licensing International Excellence Awards and even appeared within the Batman comics themselves, signaling significant cultural impact.
Why it matters
This initial success fundamentally influenced how Secretlab approaches all future collaborations. Instead of merely applying logos or colors, the company immerses itself in the lore and source material of each intellectual property to create authentic and thoughtfully designed products. Co-founder Choo emphasized that if they are to commit to a collaboration, they want to do it fully and with respect to the franchise and its fans.
This strategy has allowed Secretlab to extend its portfolio with products linked to major gaming, entertainment, and luxury brands, gaining a strong foothold in a competitive market. Their careful, detail-oriented approach to licensing has differentiated Secretlab in the gaming furniture industry, demonstrating the value of deep partnership engagement and creative innovation.
What to watch next
Secretlab’s continued expansion into new product lines, such as productivity-focused task chairs, and the growing breadth of their licensed collaborations will be important to monitor. The company’s commitment to authenticity suggests future products will maintain high standards and resonate strongly with fans and collectors alike. Observers should look for announcements of further partnerships with major IP holders and possible innovations inspired by niche fandoms.
Additionally, how Secretlab balances its origin as a gaming chair company with ventures into luxury and non-gaming domains could impact its branding and market positioning. Their ability to leverage licensing deals while preserving brand integrity will be critical as they scale and compete globally.