Shelly Group SE recorded continued dynamic growth during the 2025 Black Friday period, with revenue increasing by 50% to EUR 36.0 million. This growth was driven by exceptionally strong performance in the company's own web shop as well as a growing share of professional users. 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. Compared to the previous year, demand in the fourth quarter of 2025 is also 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 EUR 145 million and EUR 155 million and EBIT between EUR 35 million and EUR 40 million. In the 2024 fiscal year, revenues amounted to EUR 106.7 million and EBIT to EUR 25.7 million. Wolfgang Kirsch, Co-CEO of Shelly Group, stated that this year's Black Friday sales clearly demonstrate how strongly the company's value-for-money positioning is anchored in the market. He noted that their own web shop experienced exceptional demand, more than compensating for temporarily lower marketplace volumes, while the relevance of their professional product lines continues to grow.
With solutions for energy efficiency and smart building applications, the company is addressing key customer trends. The company is highly confident that it will achieve its 2025 targets and sees itself as exceptionally well positioned to continue pursuing its medium-term growth ambitions. For more information, investors can visit www.crossalliance.de or view the original release on www.newmediawire.com.
