Following its expansion into Malaysia’s Home Appliances Market, PRISM+ is strengthening its leadership team to accelerate growth
PRISM+, one of Southeast Asia’s most rapidly expanding D2C consumer electronics and home appliances brand, today announced the appointment of Malaysian-born Jonathan Wong as its new Chief Executive Officer. The leadership appointment, which will see Founder Jonathan Tan step up to assume the role of Executive Chairman, is part of the brand’s strategic plan to strengthen its leadership structure and accelerate growth.
Having established itself as Singapore’s leading display technology brand, PRISM+ launched in Malaysia in 2020, quickly gaining popularity for its quality, unbeatable value, and customer-first approach. Since then, the brand has gone from strength to strength, expanding its portfolio to include a full suite of home appliances spanning entertainment, air care, and everyday living — all conveniently managed through a single PRISM+ app to make a fully connected modern home simple and worry-free.
Since its entry into the Malaysian market, the brand has maintained consistent double-digit year-on-year growth and expanded its business beyond e-commerce. Today, PRISM+ operates 10 retail outlets across major malls nationwide, including Sunway Pyramid, Sunway Velocity, IOI City Mall Putrajaya, Queensbay Mall, Setia City Mall and AEON Mall Tebrau City, among others.
PRISM+ will further strengthen its presence with the upcoming opening of a new outlet at Imago Shopping Mall in East Malaysia, marking another step in the brand’s regional expansion. This growing retail footprint reinforces PRISM+’s position as one of Malaysia’s fastest-growing home technology brands, meeting the rising demand for premium-value TVs, monitors, air conditioners and home appliances.
Building on this strong foundation, the company is now gearing up to scale its ecosystem and global reach. To support this next phase of growth. Jonathan Wong will oversee its core operations in Asia Pacific, including business and distribution strategy, product development, as well as overall performance, as the company prepares for its next phase of expansion.
Wong brings extensive leadership experience from Uber, CloudKitchens, and Habyt, as well as earlier roles in investment banking and management consulting across APAC. His experience successfully scaling high-growth technology and consumer businesses across diverse markets will be pivotal as PRISM+ strengthens its domestic and international presence.
As CEO, Jonathan Wong will lead PRISM+’s strategic expansion, growing its presence beyond Singapore and elevating its product ecosystem — from smart TVs and monitors to a full suite of smart home appliances — with a sharper focus on PRISM+’s mission: to provide premium technology and an exceptional experience to all.
Meanwhile, Jonathan Tan, PRISM+’s Founder, will transition into the role of Executive Chairman to focus on shaping the long-term destination of the company. Tan will channel his energies into growth, R&D, and new product development, driving the pipeline of innovations that will define PRISM+’s next chapter — ensuring strategic vision and brand continuity across markets.
“PRISM+ has always stood for quality, trust, and accessibility: a Singapore-born brand built on the belief that world-class technology should be within everyone’s reach,” said Jonathan Tan, Executive Chairman of PRISM+. “From our signature TVs, monitors, and air conditioners to new product lines such as washers, vacuums, and a wide variety of other smart home essentials, we’re redefining what affordable innovation looks like in every home. Working with Jonathan Wong, I’m confident PRISM+ will elevate these categories and continue to deliver exceptional value to households everywhere.”
The leadership transition reflects the brand’s maturing growth trajectory and growing momentum, with hundreds of thousands of users and tens of thousands of 5-star reviews across its product range.
“It’s an incredible privilege to help lead PRISM+ into its next chapter,” said Jonathan Wong, CEO of PRISM+. “The brand has built a powerful foundation as a ubiquitous consumer brand, and my focus will be to scale that success across our expanding range of smart home technology: combining award-winning service excellence, product innovation, and unbeatable value to strengthen the company’s position as the region’s leading smart home technology brand.”
As PRISM+ accelerates efforts across its expanding range of products, it remains steadfast in the values that built its reputation: a product philosophy rooted in identifying gaps where technology is either too expensive, too complicated, or not designed with real usage in mind — and building to fill them. That same commitment extends to delivering some of the longest and most comprehensive warranties on the market, supported by a robust installation and servicing team that ensures customers receive reliable after-sales support. With a mission to bring premium technology and exceptional experience to all, PRISM+ continues to prove that world-class quality and unbeatable value can go hand-in-hand — offering phenomenal features and performance at a price that makes smart home living accessible to every household.
