The Company was incorporated in Singapore on 5 May 1979 under the name of Sitra Agencies Pte. Ltd. On 22 October 1997, the Company was renamed to Sitra Holdings (International) Pte Ltd and adopted the present name on 22 September 2006.Sitra is one of the leading brand-centric distributors of quality wood-based products and lifestyle outdoor furniture carrying its proprietary brands. Its products can be categorised into two main product segments:-(a) High-value wood-based products such as decking, flooring, fencing, door and window components and other moulded products. These products are marketed and distributed mainly under its brands 'COMCIA' and 'decKING'; and(b) Premium lifestyle outdoor furniture such as outdoor garden furniture and garden accessories. These products are marketed and distributed mainly under its 'Pacific' brand range. Since 2005, Sitra's product range has expanded to include lifestyle indoor furniture. Its products are produced mainly from quality hardwood of different species such as Kwila, Yellow Balau, Meranti, Kapur, Nyatoh, Keruing, Teak and Palapi.Sitra operates from its headquarters in Singapore which serve as its marketing and customer service, operational planning, treasury and administrative centre. Its lifestyle furniture design function is based in Brisbane, Australia.Its customers include manufacturers, wholesalers, major retailers, specialist retailers and consumers in the furniture industry. It has over 277 different corporate customers in 48 countries. Sitra also offers its products directly to retail consumers through its showroom at its headquarters in Singapore.