Shelly Group SE, a provider of IoT and smart building solutions, reported significant revenue growth during the 2025 Black Friday period, with sales increasing by 50% to €36 million compared to the previous year. This performance was driven primarily by exceptional demand in the company's own web shop, where sales tripled, more than offsetting temporarily lower purchasing volumes from a single marketplace partner. The 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.
The company's strong performance reflects several important market trends. Significant momentum came from 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 very well, achieving substantial gains among professional users. This development underscores the growing importance of the company's professional business, which is expanding through larger project volumes and a broader partner base, contributing to the ongoing diversification of Shelly Group's customer base and expansion into higher-margin business areas.
Wolfgang Kirsch, Co-CEO of Shelly Group, commented on the business performance, stating that this year's Black Friday sales demonstrate how strongly the company's value-for-money positioning is anchored in the market. He noted that with solutions for energy efficiency and smart building applications, Shelly Group is addressing key customer trends. The company's web shop experienced exceptional demand, more than compensating for temporarily lower marketplace volumes, while the relevance of professional product lines continues to grow.
In light of the successful Black Friday sales, the Board of Directors reaffirmed its guidance for fiscal year 2025, continuing to expect revenue between €145 million and €155 million and EBIT between €35 million and €40 million. This represents substantial growth compared to the 2024 fiscal year, when revenues amounted to €106.7 million and EBIT to €25.7 million. The company maintains confidence in achieving its 2025 targets and sees itself as exceptionally well positioned to continue pursuing medium-term growth ambitions. Additional information about the company's performance can be found at https://www.crossalliance.de, and the original release is available at https://www.newmediawire.com.
