Furniture-hunters have been making a beeline for Crate and Barrel’s first store in Singapore at Ion Orchard ever since its soft opening in January.

The American home furniture and furnishings store chain also welcomed enthusiasts to the opening of its younger line, CB2, last month at Peranakan Place — a funky outlet complete with vintage elements, and exposed brick walls and beams that reflect the trendier aesthetics of its audience.

And it won’t be long before Singaporewill get its second Crate and Barrel. A standalone spot spanning five levels at Orchard Gateway (the former Orchard Emerald that’s slated to be complete in the second half of the year) has just been confirmed.

“We have been extremely encouraged by the sheer volume of customers who have visited and shopped at our stores,” said Yung Ong, Executive Director, Crate and Barrel Singapore. So much so that he’s already in discussions to open the next CB2.

Just what makes Crate and Barrel such a success? After all, its humble beginnings can be found right there in its name: Back in 1962, founder Gordon and Carole Segal displayed their furniture on crates and barrels as they were too broke to do up their store in Chicago.

Today, it has more than 170 stores in the United States alone. In 2008, it expanded to Canada (its Vancouver outlet opened recently) and has now moved into Dubai, Mexico City and Singapore.

Perhaps it’s the sheer variety of furniture and furnishings it stocks up. “While furniture remains an important part of our assortment in creating a trend-setting home, we wouldn’t be complete without our wide assortment of housewares for the kitchen, entertaining and decorating,” explained Ong. There’s also something for everyone price-wise, whether you’re looking for exclusive housewares, designer furniture or a citrus peeler starting at S$0.95.

Founder Gordon Segal had once put it down to the staff that “the most important thing is product knowledge… and it’s about the service, the experience”.

To confirm this, we quizzed its current CEO, Sascha Bopp, who was in town over the weekend for the official opening of Crate and Barrel. He spilled more about the company’s business formula and his personal advice when it comes to the sometimes perplexing task of choosing what goes into your home.

In the past few years, Crate and Barrel has expanded to Dubai and Singapore. Why were these countries the first ones you chose to go into?

Sascha Bopp: We look for attractive markets with great customers who have a keen eye for good design. Our focus is also on finding quality franchise partners who know their market and understand our brands. We are very critical about the selection process in order to maintain our brand integrity, and we feel very confident about the partners we have chosen to work with in Dubai and Singapore.

What surprised you most about opening Crate and Barrel and CB2 here, and what growth do you foresee in Asia?

We tend to be conservative in our forecasts, but we had no idea how well both stores would be received in Singapore. The initial rush of excitement and activity that typically surrounds a store opening has not died down, and we are very grateful for such a warm reception. We anticipate continued growth throughout the region based on such a promising start.

How will you stay ahead of the curve in terms of catering to the demands and changing tastes of homeowners?

We have an exceptionally talented buying team that is very passionate about what they do. They curate the best products for our brands from around the globe and are also inspired by the latest trends in fashion, music, the arts and popular culture.

Prior to joining Crate and Barrel in 2009, were you interested in interior decorating and furniture? What’s your favourite part of the house?

My wife and I have always shared a passion for making our home very comfortable and inviting for our family and friends. I love it when our family gathers at the large round wooden table to eat dinner and share stories about our day. I would say my personal weakness when it comes to furniture is “comfort” as I spend a lot of time on my laptop or with my Kindle when I’m not watching soccer with my children.

Lastly, your personal tips for buying furniture or home decorating?

Ask a lot of questions! We are very passionate about what we sell at Crate and Barrel and are happy to share everything we can about our products. Also, trust your instinct. Don’t ever buy something you aren’t completely in love with. The pieces you select should add joy to your home and put a smile on your face every day.