- Simplus, a D2C appliance brand, tripled sales and hit profitability in 2023.
- With over 1M customers across 6 SEA countries, it sells $15-50 products on ecommerce sites.
- Founder Jack Zhang, a Lazada alum, aims to build the “Philips of Southeast Asia.”
Simplus: growth & profit
Direct-to-consumer home appliance company Simplus tripled sales in 2023 while reaching profitability, pursuing its goal to become the “Philips of Southeast Asia.”
Founded in 2021 and headquartered in Thailand, Simplus is led by former Lazada Thailand CEO Jack Zhang. The brand offers air fryers, vacuum cleaners and other appliances from $15-$50.
Simplus’ current top seller is a Dyson-inspired hair dryer moving over 4,100 units monthly.
Southeast Asia’s appliance leader
With over 1 million total customers across 6 Southeast Asian countries, including Singapore and Indonesia, Simplus aims to serve consumers through tailored products, quality management, world-class service and highly competitive pricing.
Simplus raised undisclosed funding in early 2023 from AC Ventures to enable Indonesian expansion.
Products are sold on Lazada and Tokopedia, plus an offline retail partnership with Thai chain HomePro.
CEO’s vision: “Philips of SEA”
Simplus said it ranked first on TikTok Shop and second in small home appliances on Shopee for 2022’s Double 11 festival, peaking at $1 million in sales in one day.
Company CEO and founder Jack Zhang spent years as Lazada Thailand CEO before launching Simplus to realize the vision of becoming Southeast Asia’s leading value-focused appliance brand.
