When partners Kenneth Kuan and Chia Pei Qi co-founded Delugs in 2017, they saw a market gap that many others missed.
Having picked up leather crafting a year earlier from online tutorials and videos, the couple got their start by making small leather goods like key fobs and card holders. After a few commissions, the couple identified a need for high-quality, customisable watch straps that didn’t come with artisanal price tags or long wait times.
In 2018, Delugs launched its online store, offering made-to-order straps that soon expanded to include ready-stock handcrafted straps in various widths, lengths, and unique leathers.
Today, Pei Qi oversees business development and operations, while Kenneth helms product development and marketing. The couple shares their vision: “Broadly, we hope to make strap-changing a lifestyle for anyone that wears a watch today. Straps are one avenue for people to accessorise and customise to their individual personality or lifestyle. We will continue to expand our range of products to build up our international community of customers and bring the Delugs experience to our customers around the world.”
Discover how Delugs has revolutionised the watch accessory market by providing premium, accessible, and diverse watch strap options and scaled from a local brand in Singapore to an international e-commerce brand with the help of DHL Express services.
Delugs launched its online store in 2018. Over time, they expanded their offerings from made-to-order straps to eventually include a range of ready-stock handcrafted straps in different materials, sizes, and styles.
Overcoming international expansion challenges
Delugs’ rise from a local passion project to a global brand was catalysed by word of mouth within the watch community and social media platforms like Instagram. The onset of COVID-19 further accelerated their growth as online activity surged, leading to a wave of international orders. However, scaling this quickly came with its own set of challenges.
Before partnering with DHL Express, Delugs relied on postal services, which were slow and unreliable, especially during the pandemic. Kenneth explains, "Shipment prior to DHL Express was largely through postal service for a more economical shipping option. However, it was slow and unreliable, with no way to track the package" Compounding the problem was the challenge of navigating customs regulations for exporting leather products into Europe and expanding into non-English speaking markets.
Realising the need for a dependable e-commerce logistics partner which could help the brand overcome its international scaling challenges, Delugs began shipping with DHL Express in 2020. They chose DHL Express for its reputation, service standards, and competitive pricing.
DHL Express: The catalyst for global reach
For Delugs, exceptional customer service is non-negotiable. Operating in the same realm as luxury watch brands, customers expect an experience akin to what they would receive from high-end labels. Despite being headquartered in Singapore, Delugs’ top markets are in the US, UK, and Canada. This made efficient e-commerce logistics and reliable delivery foundational pillars in their ability to deliver a stellar customer experience.
DHL Express’ robust international network ensures that Delugs’ customers receive their watch straps in less than a week, often faster than domestic shipping. Kenneth highlights, “The ability to ship internationally (and quickly) to almost every location has definitely been a big factor in our growth and ability to expand internationally. DHL Express has a seamless process with an integration into Shopify that allows the delivery process to kickstart once a customer orders online. No manual intervention or resources are required from Delugs.”
Moreover, DHL Express offers Delivered Duty Paid (DDP) as an option for e-commerce shipping, which includes import duties and taxes in the shipping cost, simplifying the purchasing process for customers. Kenneth adds, “Having the option to send our packages via Delivered Duty Paid (DDP) where any import duty and taxes are already taken into account is very useful as it reduces the additional step needed to be taken by customers when they are making a purchase. We want to make the ordering process as seamless as possible.”
Straps delivered like clockwork: What Delugs customers are saying
The partnership with DHL Express has garnered positive feedback from Delugs’ customers, with many appreciating and even being surprised by the speed of delivery of their watch straps. Kenneth expressed that DHL Express’ expertise in logistics and customs have been crucial in reducing friction and costs, particularly in regions where unexpected duties and taxes often lead to rejected packages at customs. This has allowed Delugs to maintain their speedy delivery times and high levels of customer service.
The exceptional customer service from DHL Express has been particularly beneficial during time-sensitive shipments. Kenneth recounted an instance in April 2024, when Delugs had to ship a large volume of products ahead of an exhibition in Geneva.
He recalls, “Our DHL Express account manager provided advice on how best to prepare the shipment and was also very prompt in checking on the shipment to ensure that there were no hiccups along the way.”
Join the ranks of successful brands with DHL Express
The collaboration between Delugs and DHL Express is a prime example of how reliable logistics and exceptional customer service can drive international growth for local e-commerce businesses, enabling them to expand overseas. DHL Express’ robust logistics network and dedicated support have been key factors in Delugs’ ability to meet the high expectations of its luxury-focused clientele.
Looking ahead, Delugs remains committed to expanding its product range and global reach. With DHL Express by their side, they are well-equipped to continue their journey of success, bringing high-quality, customisable watch straps to enthusiasts and collectors around the world.
Whether you are a small business looking to expand globally or an established brand aiming to enhance your customer experience, DHL Express offers the reliable logistics solutions you need to succeed.
Join the ranks of successful brands like Delugs and experience the difference DHL Express can make for your business. Open a business account with us today.
