Suvechha Sarkar
Smart home technology continues to evolve as more consumers have begun looking for appliances that combine both style and functionality. This is precisely where the Rocco Super Smart Fridge makes its mark. Unlike most smart fridges, it has broken the mold by offering a sleek and modern design that not only fits into any home without seeming like a rugged traditional appliance but also has several impressive features. It has an ultra-quiet compressor, isolated temperature zones, and many other perks. Rocco’s appearance on ABC’s ‘Shark Tank’ season 16 episode 18 gave both founders an exciting platform to highlight their commitment to innovation and elegant home integration.
Rocco: Who Are They and What Do They Do?
Rocco’s co-founder, Sam Naparstek, is the brains behind the initial concept. The Philosophy and Law graduate from the University of Melbourne began his career as the Editor of the Melbourne Journal of International Law in October 2010 and worked there until December. In February 2012, he became the Consumer Goods & Retail Consultant at the Boston Consulting Group and left the position in August 2015. Just one month later, he stepped into his Growth Operations and Business Development role at Jack Erwin and excelled there until April 2016. In June of the same year, Sam took on the role of the Manager of Customer Insights & Product Development at Away.
Sam ultimately became the Senior Director of Product Development and Sourcing and served until February 2021. While traveling and staying in multiple rental apartments during his tenure at Away, he repeatedly encountered the same outdated mini-fridges. They seemed quite out of place in the well-designed living rooms and lacked elegance. This sparked an idea within Sam to create a refrigerator that could be both beautiful and smart, more like a piece of furniture than just a daily utility item. He ended up hiring an Italian designer, and in March 2021, Rocco came into existence. Soon after, Sam met Alyse Borkan, a professional in property rentals and a renovator at the time. She started her professional journey as the Digital Account Executive (PNC Bank) at Deutsch NY from May 2012 to October 2013.
Following that, the University of North Carolina at Chapel Hill graduate took up the Comms Manager (Frito-Lay) role at Deep Focus and worked there until December 2014. Alyse then became the Brand engagement lead for Casper and served in this position until November 2017. Eventually, she became the Director of Integrated Marketing at SoulCycle Inc. and left the company in April 2018. She then assumed the role of the Head of Brand Marketing at Billie Inc. and rose through the ranks to be the Brand Advisor before exiting in June 2022. While working in the industry for many years, Alyse also noticed that the home appliance space lacked innovation, especially for everyday items. She saw great potential in building a brand that merged function with elevated aesthetics.
Accordingly, Sam and Alyse decided to reinvent a mini fridge that would hold any type of drinks. Ultimately, in November 2023, the team launched Rocco Super Smart Fridge, a compact and beautifully designed beverage fridge. It is packed with impressive features like dual temperature zones, digital controls over temperature, and customizable LED lights via a mobile app. Their sight system, which is a patent-pending technology, allows users to access an internal camera to see the fridge contents without opening it. The product also has a frameless triple-layer glass for insulation. The fridge shelves are fully extendable, and the body is crafted from welded steel, making it three times thicker than the standard fridge. Additionally, the power cord for the fridge exits from underneath so that it can be flush against the wall, just like any beautiful piece of furniture.
Rocco: Where Are They Now?
Since its launch in November 2023, the Rocco Super Smart Fridge has seen an overwhelming demand, with the first production batch selling out within weeks. Early on, it was backed by a $15,000 investment from AfterWork Ventures during the Seed round. The product is designed not only to chill drinks but to organize and display them beautifully. It provides flexibility so that customers can easily accommodate all sizes of cans and bottles. Its sleek, furniture-like inspired design makes it a perfect fit for cafes, galleries, offices, rental properties, and many more. In the months following its launch, Rocco Super Smart Fridge was restocked five times and sold out with each new release. To celebrate its success, the brand celebrated “Dry January” in 2024.
The celebration included a non-alcoholic variety pack from brands like Ghia, Al’s, Aura Bora, Poppi, and many others with every fridge purchase. Throughout 2024, Rocco formed partnerships with soft drink and wellness beverage brands, enhancing the user experience. They were featured in the Family Style Magazine in May and became the Best Smart Fridge in the 2024 GQ Home Awards. In July of the same year, the company released a Limited edition Pink fridge in collaboration with Wölffer Estate Vineyard. In August, Rocco received Domino’s Good Design Award for being the Most Groundbreaking Home Product of 2024. The product has also been featured on the Wall Street Journal, Food & Wine, and the New York Times.
The year 2025 started with a bang for Rocco as they once again celebrated “Dry January” with Natalie’s Orchid Island Juice. In February, they collaborated with the beverage brands Nomadica and Culture Pop Soda. Just one month later, they joined hands with the brand Visitor, further highlighting their success. The smart refrigerator is originally priced at $1,995 on their website, but it is currently available at a discounted price of $1,795. Moreover, the company also offers flexible financing, as it allows the customers to pay a minimum of $88 monthly with a 0% annual interest if they qualify for the same. Customers can easily purchase the product directly from their website. The fridge is available in four colors: white, graphite, yellow, and green.
The customers receive five full-size and one half-size rack along with a set of custom coaster cards with their purchase. Rocco provides customers with a 10-year warranty and a generous 30-day return policy that covers the return shipping cost entirely. Customers can now receive a complimentary VUUM protein sparkling water and a free color-matched drink tray with the fridge. The customer reviews also showcase constant satisfaction, with many calling it “the perfect union of form and function” and praising Rocco as “the only company that makes buying an appliance feel like a luxury experience.” So far, in 2025, the company has been thriving, with the fridge being sold out a total of seven times. From what we can tell, Rocco Super Smart Fridge has turned out to be more than just an appliance, earning it a truly impressive achievement.
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