Simplus strengthens regional leadership with #2 spot in Southeast Asia’s small appliances market

Published on September 12, 2025

Simplus, Southeast Asia’s fastest-growing small appliances brand, achieved a standout performance during the 9.9 Super Shopping Day on Shopee, securing the #2 spot in Southeast Asia’s small appliances market.

The handheld steamer, mini hair straightener, and air fryer ranked as Simplus’ top-selling SKUs across multiple Southeast Asian markets, driving the brand to the front of the region’s small appliances category.

Inside Simplus’ playbook for leading Southeast Asia’s small appliances market

Backed by leading venture and growth equity investor ACV Capital, Simplus is taking a holistic approach to reach customers across multiple touchpoints, combining retail, digital, and cultural strategies to grow its presence in Southeast Asia.

The brand leverages product collaborations to boost awareness and conversion, including the Simplus x Butterbear collection launched in Thailand. This drop was paired with an offline event at Big C, demonstrating Simplus’ ability to blend digital and physical retail through an omnichannel approach.

Beyond product collaborations, cultural relevance is central to Simplus’ strategy. In Thailand, the brand works with PP Krit, one of the country’s best-known young performing artists with 5 million Instagram followers, as its brand ambassador. The move reflects Simplus’ strategy of blending pop culture with its products, positioning them as appealing and relevant to a new generation of consumers

At the same time, the brand is raising the bar on customer experience. A less-than-30-second response time and one-year free warranty help build trust, while localized user manuals and support ensure customers across markets feel understood and supported.

Simplus’ visibility strategy extends beyond digital. Out-of-home advertising in high-traffic areas such as office and apartment building elevators boosts brand awareness, while the brand has also penetrated offline retail channels through key modern trade retailers across Southeast Asia, including HomePro and Big C in Thailand, and Nitori in Singapore and Malaysia, with more to come.

The company has further strengthened its omnichannel presence by establishing a brand.com channel alongside its e-commerce operations, giving customers more ways to engage directly with the brand. Simplus is also launching new product lines and expanding into additional markets, extending its reach outside Southeast Asia.