Secretlab Announces Major Retail Push, Including First-of-Its-Kind Store

Secretlab has announced a major U.S. expansion that will bring its gaming chairs, office desks, and other products to select Best Buy stores. The retail push will also see the company open the first-ever Secretlab Experience Store in the second half of November 2026.

Founded in 2014 by two former StarCraft 2 pro players, Singapore-based Secretlab initially established itself as a gaming chair manufacturer before expanding into desks and other workspace furniture. The company has historically sold its products exclusively through its website, relying on creative marketing and word of mouth to maintain consumer interest without the benefit of physical retail displays.

Secretlab Is Coming to Select Best Buy Stores on November 18

Dedicated Display Spaces Will Start in 15 Locations, with More on the Way

In a major departure from its traditional direct-to-consumer strategy, Secretlab announced an ambitious U.S. retail initiative set to launch on November 18, just ahead of the 2026 holiday season. The foray will start with dedicated Secretlab sections established inside 15 Best Buy stores across nine states. California accounts for five of these locations, while Florida and Texas will each have two. The remaining six stores will be spread across Alabama, Colorado, Idaho, Pennsylvania, Virginia, and Washington. The in-store displays will showcase Secretlab’s latest chairs, along with select furniture and accessories.

Secretlab said it plans to bring similar displays to more Best Buy stores in the near future, although it did not provide a timeline or specify additional locations. In the meantime, prospective U.S. buyers interested in trying the company’s products firsthand can find their nearest participating Best Buy store in Secretlab’s official partner locations database. All participating stores will offer the option of buying the displayed products on the spot, offering the kind of traditional shopping experience that consumers in the market for a premium office chair often expect.

World’s First Secretlab Experience Store Opening in California

Secretlab

Alongside its Best Buy expansion, Secretlab will open its first-ever Experience Store on November 18. Located at 8464 Melrose Avenue in West Hollywood, California, the showroom will offer a more comprehensive look at the company’s product lineup, including the flagship Secretlab TITAN Evo gaming chairs, MAGNUS desks, ATLAS ergonomic task chairs. Unlike the Best Buy sections, the California store will also offer personalized consultations with Secretlab product experts, which customers will be able to schedule in advance specifying which exact furniture configurations they would like to try. Moreover, the Secretlab Experience Store will serve as a venue for community events, a company representative said.

Secretlab Confirms Experience Store Opening Day Giveaway for November 18

To celebrate the Experience Store’s opening, the furniture maker will distribute exclusive Prize Passes to its first 50 visitors on November 18, giving them a chance to win a Secretlab MAGNUS Evo desk, regularly priced at $749.99 in its standard configuration. The West Hollywood location will be open every day of the week, operating from noon to 5:30 p.m. on Mondays and from noon to 7 p.m. Tuesdays through Sundays.