Lazada alum’s D2C home appliance brand tripled sales, hit profitability in 2023

Simplus co-founder Jack Zhang / Photo credit: AC Ventures

Simplus, a direct-to-consumer home appliance brand, said it increased its sales threefold while becoming profitable in 2023 in its bid 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 company’s products include air fryers and vacuum cleaners, whose prices range from US$15 to US$50 per item.

Its current best-seller in Thailand is its Dyson-inspired hair dryer, which gets over 4,100 purchases a month. The brand said it serves over one million customers across six countries in Southeast Asia, including Singapore and Indonesia.

“Simplus is determined to serve local consumers with tailor-made products, well-managed quality, world-class service, and importantly, the most competitive pricing possible,” said Zhang in a statement.

The company raised an undisclosed amount of funding in early 2023 from AC Ventures as it expanded into Indonesia. Simplus’ products are available on platforms like Lazada and Tokopedia, and the firm maintains an offline presence through its partnership with HomePro, one of Thailand’s largest retailers.

Simplus said it ranked first on TikTok Shop and second on Shopee’s small home appliances category during last year’s Double 11 shopping festival. It reached a peak of US$1 million in sales in a single day, Simplus said.

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