The company recorded a threefold increase in demand in its online store
Shelly Group reported a 50% year-over-year revenue increase, reaching EUR 36.0 million during this year’s Black Friday period. Growth was primarily driven by exceptional performance in the company’s own online store and the rising contribution of professional customers.
Online Store Demand Triples, Supported by Regional Expansion
Shelly’s online store recorded a threefold increase in demand, reshaping the season’s dynamics. Italy and the UK delivered standout results, supported by newly launched localized versions of the store. Demand was also more evenly distributed across Q4, contributing to sustainable growth beyond the promotional window.
Strongest Categories: Smart Locks, Heating, and Professional Systems
Key growth drivers included the Shelly LOQED smart lock line, the Shelly BLU TRV thermostatic radiator valves, and the Shelly Pro 3EM series, which delivered exceptional results among professional installers. The expanding professional partner network continues to strengthen Shelly’s business model, adding higher-margin segments and diversifying customer demand.
Confident Outlook for 2025
Following the strong campaign performance, the Board confirmed its 2025 guidance of EUR 145–155 million in revenue and EUR 35–40 million EBIT. “This year’s Black Friday sales clearly demonstrate our strong market position in terms of value for money,” said Wolfgang Kirsch, Co-CEO of Shelly Group.
