Singapore’s fast-growing consumer electronics brand PRISM+ has announced a major leadership transition that signals the next phase of its expansion across the region.
The company has appointed Jonathan Wong as its new Chief Executive Officer, while founder Jonathan Tan will step into the role of Executive Chairman to focus on research and development and the brand’s long-term strategic direction.
Since launching in 2017 as a display-focused startup, PRISM+ has grown rapidly into one of Singapore’s most recognisable direct-to-consumer electronics brands. Today, the company’s products can be found in close to a million homes across Singapore, with an expanding ecosystem that now includes televisions, smart home appliances, air conditioners, ceiling fans, and other connected devices.
The brand’s retail footprint has also grown significantly over the years. PRISM+ currently operates 18 retail stores across Singapore and Malaysia, while its e-commerce channels extend its reach to markets such as Australia and the Philippines. This combination of online accessibility and physical retail presence has helped the company build a strong regional identity within the competitive consumer electronics landscape.
The leadership transition comes at a pivotal moment for the company. With Wong stepping in as CEO, PRISM+ gains an executive with experience in scaling technology-driven businesses. Wong previously held leadership roles at companies such as Uber, CloudKitchens, and Habyt, bringing operational and growth expertise to guide the brand through its next stage of expansion.
Meanwhile, Tan’s move into the Executive Chairman position allows him to focus on product innovation and long-term vision. The founder has played a key role in shaping PRISM+ from its early days as a monitor brand into a broader smart-home ecosystem that aims to make technology more accessible to everyday consumers.
Prior to joining PRISM+, Jonathan served as CEO of Habyt APAC, the world’s largest flexible living platform. During his tenure, he led the company’s regional expansion and played a key role in positioning the business for a successful acquisition as part of one of the sector’s largest consolidation moves.
His leadership balanced strong operational discipline with a focus on customer-driven innovation, helping cement Habyt’s reputation as a leading force in the hybrid hospitality space.
The timing of the leadership shift also reflects PRISM+’s ambitions to deepen its product portfolio. The company has been expanding aggressively into home appliance categories, supported by one of the largest in-house installation, maintenance, and servicing teams in Singapore for air conditioners and ceiling fans.
The team now numbers more than 100 specialists, built specifically to support the brand’s growing customer base.
Recognition for its design-driven approach has also begun to follow. PRISM+ was recently named an honouree in the Design Business Chamber Singapore Design Power Index 2025, highlighting the brand’s focus on building an accessible and cohesive smart home ecosystem.
On the retail front, PRISM+ is also doubling down on its online-to-offline strategy. The company continues to expand its network of experiential retail stores, including a new flagship concept designed around hands-on demonstration areas and real-life living spaces.
These environments allow customers to experience the full PRISM+ home ecosystem before making a purchase, reinforcing the brand’s focus on both accessibility and usability.
Taken together, the leadership transition appears to be a deliberate step toward scaling the brand beyond its strong domestic presence. With a seasoned operator now steering day-to-day operations and the founder focusing on innovation, PRISM+ seems poised to push further into regional markets while continuing to expand its smart home ecosystem.
For a brand that began less than a decade ago as a monitor startup, this next chapter could define how far a homegrown Singapore electronics company can go on the regional stage.