What Rexus does

Rexus is an Indonesian consumer-electronics brand founded in 2012 that designs, manufactures, and sells gaming peripherals, mobile accessories, and office equipment. The company operates from its headquarters in Jakarta Pusat and runs a direct-to-consumer e-commerce storefront at rexus.id, powered by Shopify, with no disclosed third-party marketplace or physical retail presence. Its catalog spans approximately 388 SKUs (196 currently in-stock) across gaming mice, mechanical keyboards, wireless headsets, gamepads, gaming chairs, gaming desks, webcams, ergonomic office mice, TWS earbuds, fast-charging cables, and power banks — priced from Rp 39,000 (~$2.50) cables to Rp 3,649,000 (~$230) premium gaming chairs. The premium tier is concentrated under the wholly-owned Daxa sub-brand, which features advanced technologies including hot-swappable TMR (tunneling magnetoresistance) joysticks, PAW3950 ultra-precision optical sensors, gasket-mount mechanical keyboards, hybrid active-noise-cancelling headsets, and Hall Effect triggers.

The company's go-to-market is product-led growth centered on event-driven limited-edition collaborations with major anime and pop-culture IP holders — Jujutsu Kaisen (flagship, 2024), Marvel Comics, and Attack on Titan (Kodansha) — which drive collector demand and brand buzz in the Indonesian market. Distribution is single-country (Indonesia) with free-shipping thresholds and 7-day warranty replacement as customer-acquisition levers. Rexus serves three core customer segments: gamers from casual to professional (primary), office/productivity workers, and mobile device users. Revenue is generated exclusively through one-time hardware sales with no subscription or recurring components, and the company is privately held with no disclosed external funding, parent company, or executive leadership information available.

Name

Rexus

Legal name

Rexus

Website

https://rexus.id

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Rexus is an Indonesian gaming peripherals and mobile accessories brand selling mice, keyboards, headsets, gamepads, chairs, and mobile gear via its DTC e-commerce site rexus.id. It targets Indonesian gamers, office workers, and mobile users with anime IP collaborations and a premium Daxa sub-brand.

Ownership category

akta.pro rank

Headquarters

HQ city

Sawah

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hardware Product Sales: One-time hardware sales of gaming peripherals, office equipment, and mobile accessories through e-commerce platform. Products include mice, keyboards, headsets, gamepads, chairs, desks, cables, and various accessories. No subscription or recurring revenue model.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Rexus is an Indonesian manufacturer and retailer of gaming peripherals (mice, keyboards, headsets, gamepads), gaming furniture (chairs, desks), mobile accessories (TWS earbuds, Bluetooth headsets, charging cables, power banks), and office equipment (mice, keyboards, ergonomic chairs). The company sells directly to consumers in Indonesia through its own e-commerce storefront (rexus.id), offering products across budget, mid-range, and premium tiers, including a premium Daxa sub-brand and licensed collaborations with Jujutsu Kaisen, Marvel, and Attack on Titan.

Product overview

Rexus is an Indonesian gaming and mobile accessories brand offering a diverse portfolio of products across gaming peripherals, mobile accessories, and office equipment. The product lineup includes gaming mice (Riva, Xierra, Arka, Daxa Air series), gaming keyboards (Heroic KX, Aether, Legionare, Battlefire), gamepads (Gladius, Daxa Asteria, Daxa Dyron, Daxa Ezoth), gaming headsets (Thundervox, Vonix, Daxa Sedna, Daxa Gaea), gaming chairs (RGC series, Daxa Elco), and gaming desks. Premium products are offered under the Daxa sub-brand. The company also produces mobile accessories including TWS earbuds, Bluetooth headsets, earphones, speakers, cables, power banks, and chargers. Accessories include laptop stands (Decha, Tetra), cooling pads, USB hubs, card readers, webcams (Alva, SW-RX), headset stands, monitor stands, and wristpads. Rexus has collaborated with major franchises including Jujutsu Kaisen, Attack on Titan, and Marvel for special edition products.

Differentiator

Problem solved

Functional benefit

Brands

• Daxa: Premium gaming peripherals sub-brand offering gamepads, headsets, keyboards, mice, and gaming chairs with high-end features and modern design
• Thundervox
• Xierra
• Venix
• Gladius
• Battlefire
• Heroic
• Legionare
• Aether
• Daiva
• Arka
• Riva
• Clif
• Sedna
• Celo
• Metro
• Decha
• Tetra
• Asteria
• Borion
• Dyron
• Ezoth
• Gaea
• Cyren
• Flow
• Nava
• Avenger
• Shaga
• Fortress
• Hipt

Products and services

• Rexus Riva II Wireless Ergonomic Gaming Mouse Wireless ergonomic gaming mouse with triple connection (2.4GHz, Bluetooth, and wired), featuring a PAW3311 sensor for precision targeting during extended gaming sessions. Targeted at PC gamers.
• Rexus Q60 Wireless Office Mouse Wireless office mouse with silent click technology for quiet work environments, featuring up to 3 years of battery life. Targeted at office workers.
• Rexus Alva III SW20 Webcam 2K webcam with 30FPS and auto focus capability for video conferencing, streaming, and content creation.
• Rexus Daxa Dyron AX9 Gamepad Premium wireless gaming controller under the Daxa sub-brand, featuring a hot-swappable TMR (Tunneling Magnetoresistance) joystick and optical trigger for anti-drift precision.
• Rexus Daxa Ezoth AX10 Gamepad Wireless gaming controller under the Daxa sub-brand featuring an adjustable TMR joystick and swappable ABXY buttons for customizable gameplay.
• Rexus Daxa Borion AX8 Gamepad Gaming gamepad with six-axis gyro sensors for motion-controlled gaming across platforms, under the Daxa premium sub-brand.
• Rexus Daxa Gaea TS2 Wireless Gaming Headset Premium wireless gaming headset with triple connection (2.4GHz, Bluetooth 6.0, and 3.5mm wired) and a detachable microphone, under the Daxa sub-brand.
• Rexus Daxa Sedna SL1 Wireless Gaming Headset

Quantifiable outcome

• 7-day warranty replacement guarantee on all products
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Jujutsu KaisenflagshipStrategic or Co-development Partner · 1 January 2024Limited collaboration product line featuring Jujutsu Kaisen anime characters (Gojo Satoru and Geto Suguru) on exclusive mouse and mousepad products. Official collaboration marking with branded packaging and exclusive designs for anime fans and collectors.
• Marvel ComicscoreStrategic or Co-development PartnerLicensed collaboration featuring Marvel superhero characters including Spider-Man, Captain America, Iron Man, and more on gaming peripherals. Products include gamepads like Daxa Asteria AX1 Marvel Special Edition and RIVA RX-120 Marvel Edition mice.
• Attack on Titan (Kodansha)coreStrategic or Co-development PartnerOfficial Attack on Titan collaboration featuring iconic characters like Levi Ackerman and Mikasa Ackerman on gaming mice, gamepads, and keyboards. Limited edition products with distinctive anime artwork.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ASUS ROG (Republic of Gamers): ASUS ROG is a broader gaming brand spanning laptops, peripherals, monitors, and components. Competes with Rexus across gaming mice and keyboards as part of a much wider gaming portfolio.
• Cooler Master: Cooler Master is a global PC components and gaming peripheral maker. Overlaps with Rexus on gaming chairs, keyboards, mice, and accessories across price segments.

Direct peers

• Nemesis (NYK): NYK Nemesis is an Indonesian gaming chair and accessory brand. Comparable to Rexus in gaming chairs (RGC/Daxa Elco lines) and broader gaming lifestyle products in Indonesia.
• SteelSeries: SteelSeries makes gaming mice, keyboards, headsets, and controllers with a focus on esports. Overlaps with Rexus's Heroic/Aether/Gladius product lines in the same price segments.
• Razer: Razer is a global leader in gaming peripherals (mice, keyboards, headsets, controllers). Direct competitor to Rexus's core gaming lineup and the benchmark premium gaming brand in Southeast Asia.
• HyperX: HyperX (HP-owned) produces gaming peripherals including headsets, keyboards, mice, and accessories. Competes with Rexus on gaming headsets (Thundervox/Sedna) and accessories.
• Digital Alliance: Digital Alliance is an Indonesian gaming peripheral brand offering mice, keyboards, and accessories. Direct local-market competitor to Rexus in Indonesia's gaming gear segment.
• Logitech G: Logitech G is the gaming division of Logitech, offering mice, keyboards, headsets, and gamepads. Directly competes with Rexus across budget-to-premium tiers globally and in Indonesia.
• Corsair Gaming: Corsair Gaming offers gaming peripherals, streaming gear, and chairs. Overlaps with Rexus's Daxa premium mice/keyboards and RGC gaming chair lines.

Regional players

• Fantech: Fantech is a Southeast Asian gaming peripheral brand popular in Indonesia and Malaysia. Closest regional comparable to Rexus in budget-to-mid gaming mice, keyboards, and headsets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/rexus_id
• Facebookfacebook.com/rexusindonesia
• LinkedInlinkedin.com/company/rexus-indonesia

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rexus