Shelly Group SE recorded continued dynamic growth during the 2025 Black Friday period, with revenue increasing by 50% to €36.0 million. This performance was driven by exceptionally strong results in the company's own web shop and a growing share of professional users. The company's 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 during the sales period. Compared to the previous year, demand in the fourth quarter of 2025 is more evenly distributed, allowing the Black Friday period's contribution to further support the positive overall development of the final quarter. Significant momentum came particularly from the Shelly LOQED smart locks and the Shelly BLU TRV radiator thermostats, which experienced strong demand as a result of the heating season and continued focus on energy efficiency.
In addition, the Shelly Pro 3EM product line performed very well, achieving substantial gains among professional users. The Shelly Group also continued to benefit from its expanding professional business, which is gaining increasing importance through larger project volumes and a broader partner base. Overall, these developments reflect the ongoing diversification of the customer base and the continuous expansion of higher-margin business areas.
In light of the successful Black Friday sales, the Board of Directors reaffirms its guidance for fiscal year 2025 and continues to expect revenue between €145 million and €155 million and EBIT between €35 million and €40 million. In the 2024 fiscal year, revenues amounted to €106.7 million and EBIT to €25.7 million. The company's value-for-money positioning appears strongly anchored in the market, with solutions addressing key customer trends in energy efficiency and smart building applications.
Wolfgang Kirsch, Co-CEO of Shelly Group, stated that the company is highly confident it will achieve its 2025 targets and sees itself as exceptionally well positioned to continue pursuing medium-term growth ambitions. The company's performance demonstrates the growing market acceptance of IoT solutions that enable remote control, automation, and energy management of electrical appliances and smart building systems. More information about the company's investor relations can be found at https://www.crossalliance.de, and the original press release is available at https://www.newmediawire.com.
