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Founded in August 2004 by Michael Koo, former Managing Director and Regional Director of Simmons Asia and Simmons SE Asia, NuBrand aims to be a prominent marketing, distribution and partner company in the region for renowned lifestyle brands of furniture, furnishings and peripheral products.

In 2007, COUCHURE® was established as the retail arm. Showcased at COUCHURE® are NuBrand's range of imported and globally renowned personal seating brands that encompass Varier, Interprofil and Bruhl.

Going forward, more exclusive brands will be introduced progressively as COUCHURE® strives in enlarging her footprints in the region.


NuBrand aims to excel in offering a range of unique and complementary lifestyle brands that enrich and enhance the joy of living.

Having achieved success in providing unique seating solutions to homes and corporate clientele namely offices, spas, clubs, lounges, hotels and hospitals, NuBrand has kept up the philosophy of combining maximum comfort with great design that befit today's environment and lifestyle. The same philosophy is the coherent basis from which NuBrand will strive to excel in serving her customers.

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As the name implies, COUCHURE®, (pronounced as cow-chure) is abbreviated from ‘Couch Culture’. It denotes the specialization in the best quality seating for the comfort enhancement within one’s personal seating space at home and at work.

At COUCHURE®, one is able to view a range of chairs, sofas, recliners and chaise lounge etc., from renowned brands, designers and makers of the finest seating products.

With branches located in Paragon, Park Mall and Millenia Walk, COUCHURE® showcases a wide collection of seating in a variety of choices in terms of upholstery and finishes. The enormity in permutations of colour and finishes will more than satisfy the most discerned desire for quality, comfort, functionality, ergonomics, and profound aesthetics.



With a strong track record in supplying corporate end-users, NuBrand is poised to intensify its presence in the corporate market for fine quality specialty and functional furniture. It will serve the corporate and institutional customers in the same manner as it serves the end consumers; that is with pride, commitment and enthusiasm.

By supplying quality products of the highest standard, NuBrand help in enhancing the overall capability and competitive edge of her corporate and institutional clientele. In turn, the enhancement will contribute towards the offering of better products and services.

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    NuBrand upholds the mission to succeed through being market-driven, customer-focused and employee-friendly. As a business partner, NuBrand will strive towards achieving the desired results mutually in the specific field of collaboration with her partners in all fields.