Shelly Group's Black Friday Revenue Soars 50% to €36M on Smart Home Demand

Shelly Group SE, a Bulgaria-based provider of IoT and smart building solutions, reported exceptional performance during the 2025 Black Friday period, with revenue surging 50% to €36 million. This impressive growth was primarily driven by a tripling of demand in the company's own web shop, which more than compensated for temporarily lower volumes from a single marketplace partner. The company's regional localizations for Italy and the United Kingdom showed particularly positive effects, while demand in the fourth quarter became more evenly distributed compared to previous years, supporting the positive overall development of the final quarter. Key products driving this momentum included the Shelly LOQED smart locks and Shelly BLU TRV radiator thermostats, which experienced strong demand due to the heating season and continued focus on energy efficiency. Additionally, the Shelly Pro 3EM product line performed exceptionally well among professional users, reflecting the company's expanding professional business through larger project volumes and a broader partner base.

The company's success during this critical sales period demonstrates the effectiveness of its value-for-money positioning in the market, as noted by Co-CEO Wolfgang Kirsch. He emphasized that the exceptional demand in their own web shop and growing relevance of professional product lines address key customer trends in energy efficiency and smart building applications. In light of these strong results, the Board of Directors reaffirmed its guidance for fiscal year 2025, expecting revenue between €145 million and €155 million and EBIT between €35 million and €40 million. This represents significant growth from the 2024 fiscal year, where revenues amounted to €106.7 million and EBIT to €25.7 million. The company's asset-light production model through contract manufacturers and global presence in over 100 countries, with subsidiaries in Germany, Bulgaria, Slovenia, Poland, the USA, and China, positions it well for continued expansion.

Shelly Group's continued diversification of its customer base and expansion into higher-margin business areas reflect its strategic focus on both DIY and professional users. The company's solutions enable remote control and automation as well as energy management of electrical appliances and smart building solutions via smartphones, PCs, or third-party home automation systems. Beyond device sales, the company generates revenue from its cloud applications, creating multiple revenue streams. For more detailed information, investors can view the original release on www.newmediawire.com or contact Investor Relations through CROSS ALLIANCE communication GmbH. The company's strong performance during Black Friday 2025 not only bolsters its fourth-quarter results but also reinforces confidence in achieving its medium-term growth ambitions in the competitive IoT and smart building market.