Secretlab Pulls Up a Chair in LA With Its First-Ever Experience Store in the US

Summary

Secretlab is opening its first-ever Experience Store on Melrose Avenue in West Hollywood, marking the brand’s move from online-only sales into US physical retail

Visitors can test the full lineup of chairs and desks, including the United States Ergonomics–certified flagship and task chairs, and book one-on-one fittings with product experts

The launch puts hardware trusted by Faker, TenZ, Hans Zimmer and Magnus Carlsen within reach of anyone who wants to sit before they commit

Secretlab is bringing its ergonomic chairs and desks off the screen and onto the showroom floor with the launch of the Secretlab Experience Store in Los Angeles, the first of its kind anywhere in the world. Opening on November 18 at 8464 Melrose Avenue, the space anchors a broader US retail push that also places dedicated Secretlab zones inside major electronics stores nationwide. For a brand that has grown to more than 3 million users largely through direct online orders, the shift gives shoppers a chance to feel the product before buying it.

What Secretlab wants people to feel starts with the foam. The brand’s engineers spend their time on how pressure spreads across its proprietary cold-cure cushioning and how each chair accommodates different sitting positions, details that rarely make it onto a spec sheet. The flagship TITAN Evo was developed alongside ergonomic specialists to support a full range of postures, while the newer ATLAS task chair targets professionals who cycle between deep focus and short breaks across a working day. Rounding out the in-store setup is the MAGNUS Pro, a sit-to-stand desk built around proprietary cable management designed to keep a workstation completely free of visible wiring.

Backing those claims is an independent Ergonomic Advisory Board made up of experts in biomechanics, orthopedics and human performance, who work with Secretlab’s product team on studies and development reviews. Both the TITAN Evo and the ATLAS have earned certification from United States Ergonomics for delivering measurable benefits. Co-founder and CEO Ian Ang frames the store as the payoff for that work, saying in the launch announcement, “We spend years obsessing over our chairs and desks, including details we don’t even market. Now, more people across the US can sit down and feel what all that work adds up to.”

The pressure test for all of this has always been the people who sit longest. Hans Zimmer picked up a TITAN Evo Dark Knight Edition for a studio where he has described composing for up to 16 hours a day, and professional rosters from T1, Cloud9 and Team Secret log comparable hours training for multimillion-dollar tournaments. Secretlab counts six-time League of Legends world champion Lee “Faker” Sang-hyeok, two-time VALORANT Masters champion Tyson “TenZ” Ngo, Cloud9’s Robert “Blaber” Huang and Paper Rex’s Jason “f0rsaken” Susanto among its users, alongside chess grandmaster Magnus Carlsen. The chair has even made a cameo on the page in Jim Lee’s Batman issue 159.

That reputation was built almost entirely without a storefront. Secretlab was founded in Singapore in 2014 by Ian Ang and Alaric Choo, both former competitive gamers, and most of its customers first encountered the chairs on esports broadcasts, in creator streams or through word of mouth before ordering direct. Pop-ups at Anime Expo, Comic-Con, Worlds and The International showed the brand that a sit-down converts browsers into buyers, and the new store makes that experience permanent. Over the past decade it has also collected more than 90 Editor’s Choice and Best Hardware awards from international reviewers.

Licensing has been the other pillar of the Secretlab story, and the West Hollywood store leans into it. Officially licensed Special Editions including Automobili Lamborghini, Pokémon, ONE PIECE, Spider-Man and Game of Thrones will be on display, giving fans a first in-person look at new drops. Hypebeast has followed that collaborative streak for years, covering editions spanning its Lamborghini and Pokémon chairs to its League of Legends tie-ins.

Visitors can reserve a one-on-one consultation through Secretlab’s Experience Store booking page, choosing the chair, desk and accessories they want to try. Product experts then build out a personalized configuration in-store and walk customers through how to replicate it at home. To mark opening day, the first 50 visitors will receive an exclusive Prize Pass, entering them into a lucky draw for a MAGNUS Evo desk.

The Secretlab Experience Store opens November 18 on Melrose.Dedicated Secretlab spaces arrive the same day inside 15 Best Buy stores across California, Florida, Colorado, Virginia, Washington, Idaho, Alabama, Pennsylvania and Texas, with more locations to follow.

Secretlab Experience Store
8464 Melrose Avenue
West Hollywood, Los Angeles
Opening hours:
Monday: 12:00 PM – 5:30 PM
Tuesday – Sunday: 12:00 PM – 7:00 PM