Shelly Group SE recorded a 50% increase in revenue to EUR 36.0 million during the 2025 Black Friday period, driven by exceptional performance in the company's own web shop and growing professional user segments. This growth demonstrates the increasing market adoption of IoT solutions for energy efficiency and smart building applications, with particular strength in products like Shelly LOQED smart locks and Shelly BLU TRV radiator thermostats during the heating season.
The company's own web shop saw demand triple, more than offsetting temporarily lower purchasing volumes from a single marketplace partner. Regional localizations for Italy and the United Kingdom showed particularly positive effects, contributing to a more evenly distributed demand pattern throughout the fourth quarter compared to previous years. This balanced growth allows the Black Friday period's contribution to further support the positive overall development of the final quarter.
Significant momentum came from energy efficiency-focused products, with Shelly LOQED smart locks and Shelly BLU TRV radiator thermostats experiencing strong demand as consumers and businesses seek solutions to manage heating costs. The Shelly Pro 3EM product line performed very well, achieving substantial gains among professional users who require advanced energy monitoring capabilities. These developments reflect the ongoing diversification of Shelly Group's customer base and the continuous expansion of higher-margin business areas.
The expanding professional business is gaining increasing importance through larger project volumes and a broader partner base. This shift toward professional users represents a strategic evolution for the company, moving beyond DIY consumers to include commercial and industrial applications. The company's solutions address key customer trends toward energy management and smart building automation, positioning Shelly Group for sustained growth in these expanding markets.
In light of the successful Black Friday sales, the Board of Directors reaffirms its guidance for fiscal year 2025, continuing to expect revenue between EUR 145 million and EUR 155 million and EBIT between EUR 35 million and EUR 40 million. This represents significant growth from the 2024 fiscal year, when revenues amounted to EUR 106.7 million and EBIT to EUR 25.7 million. The company's performance during this key retail period provides strong momentum heading into the final weeks of the fiscal year.
Wolfgang Kirsch, Co-CEO of Shelly Group, noted that the Black Friday sales demonstrate how strongly the company's value-for-money positioning is anchored in the market. The exceptional demand in the company's own web shop more than compensated for temporarily lower marketplace volumes, while the relevance of professional product lines continues to grow. The company views itself as exceptionally well positioned to continue pursuing medium-term growth ambitions in the expanding IoT and smart building sectors. Additional information about the company's performance and investor relations can be found at https://www.crossalliance.de and the original release is available at https://www.newmediawire.com.
