Cosori is a popular brand of kitchen appliances and home products like air fryers, rice cookers, and dehumidifiers. However, despite the brand’s growing popularity, many customers don’t know the origins of the Cosori company or who manufactures their products.
History of the Cosori Brand
The Cosori brand was founded in 2016 by a company called Vesync. Vesync is a smart home technology company based in Shenzen, China that was started in 2014. In addition to founding Cosori, Vesync is also responsible for other smart home brands like hOmeLabs.
When Vesync launched the Cosori brand in 2016, they initially focused on releasing innovative kitchen appliances like air fryers and rice cookers. The first Cosori products were smart appliances that could connect to an app on your smartphone. This allowed users to control and monitor some of the appliance’s functions remotely.
The first major product released under the Cosori brand was the Cosori Air Fryer in 2016. The WiFi-enabled air fryer was a hit, which helped establish Cosori as a reputable emerging appliance brand. Following the success of the air fryer, Cosori continued expanding its product line to include slow cookers, kettles, and other kitchen appliances.
Growth of Cosori
Over the past few years, Cosori has experienced rapid growth and expansion. According to Vesync, Cosori’s parent company, the Cosori brand had over 500,000 customers by the end of 2018. And by 2020, Cosori had sold over 5 million kitchen appliances worldwide.
A few factors contributed to Cosori’s impressive growth:
- Strong e-commerce sales on Amazon – A significant portion of Cosori’s sales come from its Amazon store, where it uses search optimization to make its products appear high in results.
- Direct-to-consumer website – Cosori operates its own e-commerce website where it sells its products directly to consumers.
- Influencer marketing – The brand partners with food bloggers, chefs, and other influencers to promote its appliances.
- Product innovation – Cosori continually launches new kitchen appliances with smart features and trendy aesthetics.
As a result of its successful growth strategy, Cosori has expanded internationally. Its products are now sold across Europe, Australia, and North America. The company even has an official UK website for British customers.
Cosori Appliance Manufacturing
Although founded in China, Cosori does not actually manufacture its own products. Instead, the appliances are designed by the Cosori/Vesync engineering teams but then manufactured by various appliance OEMs (original equipment manufacturers) in China.
These OEM factories produce small appliances and electronics for multiple brands – not just Cosori. Having the appliances made by experienced OEMs allows Cosori to focus on product design and innovation while benefitting from the established manufacturing infrastructure.
Some examples of the major OEMs that are reported to manufacture Cosori appliances include:
- Guangdong Mayer Electrical Appliance Manufacturing
- Guangdong Galanz Microwave Electrical Appliances Manufacturing
- Zhongshan Fengxi Kitchen Appliance Manufacturing
These factories are large appliance manufacturers in Guangdong province, which is a major electronics and small appliance production hub in China. The region has an established supply chain and skilled workforce that Cosori utilizes for production.
Ownership and Funding
As mentioned previously, Cosori is owned by the parent company Vesync which is based in Shenzhen, China. Vesync was founded by a group of engineers and product designers including Eric Chen, Grace Yang, and Mark He.
Vesync received Series A funding in 2018 from IDG Capital, ZhenFund, and Innoangel Fund. The $29 million in funding was used to expand the company globally, including growing the Cosori brand.
In 2020, Vesync received an additional $58 million in Series B funding led by Hillhouse Capital. This brought their total funding to over $100 million to continue their expansion into new smart home categories.
Cosori Company Values
On its website and packaging, Cosori emphasizes its commitment to three core values:
- Simplicity – Cosori aims to make appliances that are easy for anyone to use through thoughtful design.
- Quality – The brand claims to use better materials and technology to ensure product quality and safety.
- Care – Cosori promises to provide helpful customer service and respond to any consumer concerns.
These principles are designed to promote Cosori as a customer-focused company that creates innovative but accessible appliances. The message of simplicity, quality, and care helps attract consumers who may be overwhelmed by complex appliances from other brands.
Conclusion
In summary, the Cosori brand was created in 2016 by Vesync, a Chinese smart home technology company. While founded in China, Cosori appliances themselves are manufactured in Southern China by contracted OEM factories that also produce goods for other brands.
In just a few years, Cosori has experienced tremendous growth thanks to e-commerce sales, social media marketing, and continual product launches. It continues to be owned by Vesync, which has received over $100 million in funding to support Cosori’s expansion.
As it markets its air fryers, blenders, and other kitchen products, Cosori keeps its messaging focused on simplicity, quality, and customer care. This approach has allowed the young brand to become a leader in innovative small home appliances popular with consumers worldwide.