Singapore-based consumer electronics brand PRISM+ has announced a major leadership transition as it prepares for its next phase of growth and product diversification. The company has appointed Jonathan Wong as its new Chief Executive Officer, while founder Jonathan Tan will take on the role of Executive Chairman.
The move is part of PRISM+’s broader strategy to strengthen its leadership structure while scaling the brand’s smart home ecosystem and expanding its presence both locally and internationally.
From Display Technology to Smart Home Ecosystem
Since its founding, PRISM+ has grown into one of Singapore’s most recognized direct-to-consumer brands in display technology and air conditioning. Over the past two years, the company has significantly expanded its portfolio, evolving into a comprehensive smart home solutions provider.
Today, PRISM+ offers a wide range of products beyond TVs and monitors, including laundry appliances, smart locks, vacuums, ceiling fans, and air purifiers. The brand now has a presence in nearly one million households across Singapore.
Central to this growth is the company’s focus on in-house innovation. PRISM+ develops its products through its own research and development, product design, and engineering teams, allowing the company to maintain full control over product quality and user experience.
Positioned for Singapore’s Housing Boom
With more than 55,000 new Build-To-Order (BTO) flats expected to launch between 2025 and 2027, PRISM+ is positioning itself to serve the next wave of homeowners. The brand offers bundled smart home solutions that can be conveniently managed through the PRISM+ mobile app, simplifying the process of equipping a new home with connected devices.
Retail Strategy Evolves with Experiential Stores
Alongside its product expansion, PRISM+ is also transforming its retail strategy by blending its direct-to-consumer online model with immersive physical retail spaces.
The company recently relaunched its flagship store at Suntec City, introducing a refreshed retail concept that emphasizes hands-on experiences. Visitors can test smart home products such as robot vacuums, smart drying racks, and smart ceiling fans in dedicated demonstration areas.
PRISM+ is also expanding this concept through partnerships, including the PRISM+ Lounge at ScanLiving’s flagship store, where the brand’s products are showcased within a fully styled living room setting designed to simulate a real home environment.
Leadership to Drive Regional Growth
As the company moves into its next growth phase, Jonathan Wong will oversee PRISM+’s core operations across the Asia-Pacific region. His responsibilities will include shaping the company’s commercial strategy, strengthening distribution networks, and guiding market expansion.
Before joining PRISM+, Wong held leadership roles at major global companies including Uber, CloudKitchens, and Habyt. He also has prior experience in investment banking and management consulting across Asia-Pacific markets. His background in scaling technology and consumer businesses is expected to support PRISM+ as it expands beyond Singapore.
Founder Focuses on Innovation and Long-Term Vision
Meanwhile, founder Jonathan Tan will shift his focus toward shaping the company’s long-term direction. As Executive Chairman, he will concentrate on growth initiatives, research and development, and the development of new products aimed at driving the next wave of innovation for the brand.
The leadership transition comes as PRISM+ continues to build momentum, supported by hundreds of thousands of customers and strong consumer feedback across its expanding product range.
Looking ahead, the company remains committed to its founding philosophy: identifying gaps where technology is too expensive, overly complex, or poorly designed for everyday use, and creating products that address those challenges.
