SG-based Stryv acquires water purifier brand Sterra

Singapore-based consumer electronics startup Stryv has fully acquired home appliance brand Sterra for an undisclosed amount. It’s the latest in a growing trend of Asian D2C brands and consumer goods firms rushing to scoop up competitors, with M&As happening in Singapore and India.

Under the deal, Sterra will continue operating as a standalone brand with its CEO Chris Lim taking on an advisory role, Stryv CEO Roy Ang tells Tech in Asia.

Together, the firms will be part of D2C brand builder Evo Commerce, Stryv’s parent company. Formerly known as Evolut Holdings, it specializes in wellness and personal care products.

Stryv CEO Roy Ang (left) and Sterra CEO Chris Lim / Photo credit: Stryv

Its portfolio includes supplement brand bback and shampoo line Mantou. Evo Commerce’s backers include East Ventures, IJK Capital Partners, and Bonjour Holdings.

Stryv primarily sells personal care devices such as hairdryers and men’s shavers, which go for between US$149 and US$189. Meanwhile, Sterra’s main products are water and air purifiers priced from US$189 to US$1,999.

The latter brand said in 2023 that at the time, it was earning eight figures in revenue and making a net profit while being entirely bootstrapped.

Unaudited financial numbers for Sterra Tech Pte Ltd – the firm’s entity in Singapore – show that it recorded S$16.6 million (US$12.9 million) in revenue in the fiscal year ending June 2025, with a net loss of S$2.3 million (US$1.8 million).

Following the acquisition, Sterra’s workforce – including its customer service, technical support, finance, HR, sales, and marketing teams – will join Stryv. All existing customers of the brand will have continued warranty on products they’ve already purchased.

Road to “multibillion-dollar enterprise”

The acquisition marks Stryv’s entry into the home-care space and is a step toward becoming a “multibillion-dollar enterprise,” says Ang, who is also Evo Commerce’s co-founder and CEO.

“The goal in the next five years is to build Stryv as a key player in the home appliances product category,” he adds.

Ang, who formerly headed regional commercial and operations for GrabPay, says Evo Commerce considered other options for its expansion into home care, but it felt that taking the M&A route was the right move.

“If we build our own home-care brand, it will take a couple of years to get substantial data about our customers. If we partner, we are essentially just distributors of the product. Buying was the most viable option,” Ang explains.

Stryv sells its products through its own website, ecommerce platforms, and in over 2,000 storefronts, including 30 retail stores across Singapore, Malaysia, and Hong Kong. Its products can also be found in 2,000 third-party electronics retailers and pharmacies.

Strong customer base and network