Pianoland is a multi-brand keyboard instrument retail franchise store owned by C. Melchers Group. The brand-new establishment focuses on high quality yet affordable acoustic and digital pianos for modern homes with our collection of Steinway-Designed Boston & Essex upright and grand pianos as well as Dexibell, a world-class digital piano hand-made in Italy.

Celine Goh is the General Manager for Steinway & Sons business under C. Melchers Group, where she spearheads the luxury piano brand’s business development, operations, branding and marketing efforts. Since she was appointed in 2011, Celine has been instrumental in the growth of Steinway & Sons’ presence in Singapore. Over the past ten years, Celine has nurtured and expanded the luxury piano brand’s business while continuing to push the boundaries of Steinway’s legacy. Under her dynamic leadership and strong business acumen, she was able to extend the brand’s presence to new territories in the Philippines and Brunei. Recently, Celine created Pianoland - a new multi-brand keyboard retail franchise with its first store opening in February 2022 at Millenia Walk. Celine was a nominee for the Great Women of Our Time Award 2014 in the Arts & Media category organized by Singapore Women Weekly. She has been consistently recognized at the Steinway Asia Pacific Business Excellence Awards over the years. In 2017 & 2018, she received the Boston & Essex Private Sales Award. She was also named winner of Best Overall Performance in 2017 and 2020.