EQS-News: Shelly Group SE Expands into Growth Market Benelux – Renowned Industry Expert Twan Huisman Appointed Regional Manager

Shelly Group SE Expands into Growth Market Benelux – Renowned Industry Expert Twan Huisman Appointed Regional Manager
 

• Smart home market in Benelux region expected to grow by an average of 9% – 11% annually through 2027
• Positive macroeconomic outlook – GDP growth of 2% forecasted for 2025
• Strengthening the network of Shelly-certified installers and the Pro segment

Sofia / Munich, 30 September 2025 – Shelly Group SE (Ticker: SLYG / ISIN: BG1100003166), a provider of IoT and smart building solutions based in Sofia, Bulgaria, is accelerating its geographic expansion by establishing a regional sales team for the Benelux region. This step is a consistent execution of the Company’s strategy to strengthen its presence in economically attractive European markets and to capitalize on the growing demand for smart home and automation solutions.

Twan Huisman, a renowned industry expert with extensive international sales expertise, has been appointed Region Manager Benelux. Based in the Netherlands, he will oversee the region with his four-member team. Previously, Huisman served as Head of Sales at Athom B.V., the company behind the smart home platform Homey. There, he led a specialized team and was responsible for advancing sales activities in both B2B and B2C markets. Among his notable achievements were the expansion of the installer network, including the introduction and scaling of the Certified Installer Program as well as the development of a partner portal. With his expertise in international sales strategies, partner management, and team leadership, Huisman will play a key role in driving Shelly’s growth in the Benelux region and in strengthening its position in the professional market segment.

Twan Huisman, Regional Manager Benelux at Shelly Group: “The Benelux countries are pioneers in building digitization and the integration of energy-efficient technologies. I am excited to unlock this market further with Shelly, expand our partner and installer structures, and provide customers with solutions that combine comfort, security, and sustainability. The Pro segment, in particular, holds enormous potential. With innovative products and direct support for professional partners, we aim to make a strong impact here.“

Wolfgang Kirsch, Co-CEO of Shelly Group SE: “With Twan Huisman, we are gaining a recognized industry expert who knows the Benelux market inside out. His track record in building sales and installer networks is invaluable for us. We are confident that he will successfully drive Shelly’s expansion in the region and further strengthen the Pro segment across the Group.“

According to market research firm Statista, the smart home market in Benelux is expected to reach approximately EUR 2.7 billion in 2025. Between 2025 and 2027, annual growth is projected at about 9% – 11%. The market is strongly driven by rising demand for connected and energy-efficient solutions in private households and small businesses. In particular, the integration of smart home devices to enhance comfort, security, and energy savings is in focus. By 2027, more than 40% of Benelux households are expected to use at least one smart device. This development is supported by ongoing digitalization, increasing awareness of sustainability, and a wide range of affordable IoT solutions. High acceptance of smart home technologies in the Benelux region is further encouraged by political measures and targeted subsidy programs.

The Benelux region is among the most economically dynamic areas in Europe. Between 2004 and 2022, Belgium, the Netherlands, and Luxembourg recorded cumulative GDP growth of around 55%, corresponding to an average annual growth rate of about 2%. In comparison, the eurozone average reached only about 1.2% annually over the same period, highlighting Benelux as a robust and stable economic region. This strong economic development creates a favorable environment for investments in innovative technologies such as smart building and IoT. Especially in cities and metropolitan areas, growth in smart building and IoT solutions is being accelerated through government subsidies and European initiatives, supported by high levels of investment and rising demand from both the real estate and industrial sectors.

About Shelly Group

Shelly Group SE develops, designs, and distributes IoT and smart building solutions for DIY and professional users, offering advanced technology, seamless interoperability, and a high degree of technological flexibility. Shelly products enable remote control and automation as well as energy management of electrical appliances and smart building solutions via smartphones, PCs, or third-party home automation systems. In addition to the sale of devices, the Shelly Group generates revenue from its cloud applications. The Shelly Group benefits from asset-light production through the use of contract manufacturers. The Company has a strong presence in German-speaking countries and is represented with its products in more than 100 countries. With subsidiaries in Germany, Bulgaria, Poland, and Slovenia, as well as in the USA and China, the Shelly Group is globally present.

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