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 Stressless®, Varier, Interprofil and Bruhl.

NuBrand has been distributing exclusively Stressless® recliners and recliner-sofas since her inception in 2004. In 2007, Interprofil, Bruhl and Varier were added to the profile and are available at COUCHURE®.

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.

COUCHURE®
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.

STRESSLESS®
At COUCHURE®, Stressless®, the world’s most comfortable and probably the most celebrated recliner designed by Ekornes® of Norway, is the predominant brand. COUCHURE® has probably SE Asia’s biggest collection of Stressless® products displayed in a single environment.

The design of every Stressless® is based on Ekornes®'s philosophy of combining maximum comfort with aesthetics. To-date, more than 5 million Stressless® recliners have been sold world-wide since the recliner was first introduced in1971.

Besides home owners, Stressless® recliners are also sought by major private hospitals, exquisite hotels, spas, commercial lounges, offices and country clubs, which provide nothing but the best for their guests and patrons. Today, Stressless® an be found in Meritus Mandarin Hotel, Carlton Hotel, Raffles Town Club, St Gregory’s Spa, Mount Elizabeth Hospital and other establishments.

In collaboration with Stressless®, NuBrand aims to introduce Stressless® and bring the benefits of ultimate comfort and to more people in Singapore. With increasing desire of today’s consumer for top quality personal seating, popularity of Stresslesss® is set to grow with the increased affluence of the population.

As in Europe, US and Japan, NuBrand is confident that Stressless® will continue to be the most preferred recliner, living up to the brand’s position as the truly number one name in the category.

CORPORATE MARKET
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.