Shelly Group SE opens Benelux office in Haarlem

Shelly Group SE has opened a new Benelux office in Haarlem, aiming to accelerate its growth in the smart home and smart energy sectors.

Shelly Group SE is an international provider of IoT and smart building solutions, offering smart switches, sensors, thermostats, lights, and more. Notably, the company produces compact modules that can be installed directly behind existing wall outlets or switches — instantly making a home “smart.” Some of these miniature in-wall devices even include a built-in Wi-Fi repeater.

As an EU-based company, Shelly supports both the local economy and user privacy. With the opening of its Benelux office in Haarlem, the company says it is “taking the next step in its European growth strategy and strengthening its presence in one of Europe’s most digital regions, where demand for smart home and smart energy solutions is rapidly increasing.”

Key Facts

• The smart home market in the Benelux is growing by 9–11% annually through 2027.
• Market value is expected to reach around €2.7 billion in 2025 (Statista).
• By 2027, over 40% of households will use at least one smart device.
• Shelly is expanding its installer network and its Pro segment for professional smart energy applications.

Strategic step in a growing market

According to Shelly, the Benelux region is “one of Europe’s most digital markets, with strong focus on sustainability, energy efficiency, and technological innovation.” The electrification of homes, the growth of solar energy, and the phase-out of the Dutch net metering scheme are driving the need for intelligent energy management systems.

Shelly’s new Haarlem office will serve as a local hub for partners, installers, and distributors, focusing on expanding the Shelly Certified Installer Program and further developing the Pro segment, where smart home and smart energy solutions converge.

“The Benelux is a frontrunner in digitalization and the energy transition,” said Wolfgang Kirsch, Co-CEO of Shelly Group SE. “With a local office and a strong team, we can accelerate growth, better support our partners, and further strengthen Shelly’s position in smart home and smart energy.”

Local team with international expertise

The Benelux organization is led by Twan Huisman (Regional Manager Benelux), an experienced industry professional with an international background in smart home and building automation. Previously, Huisman was Head of Sales at Athom B.V., the company behind the Homey smart home platform, where he helped expand the installer network and Certified Installer Program.

The Haarlem team includes:

• Menno Langedijk, Sales & Account Manager, with years of experience in ICT, IoT, and installation industries;
• Jaap Veenstra, technical expert and founder of Alpha Audio, responsible for Training & Support in the Benelux;
• Janet Schouten, responsible for Marketing & Communications, with extensive consulting experience in international marketing and market expansion.

“With the phase-out of net metering in the Netherlands and the rapid growth of smart home applications across the Benelux, intelligent energy management is more important than ever,” said Twan Huisman. “In many projects, adding a Shelly device provides the smart layer that connects, automates, and monitors systems. Our team combines commercial strength, technical expertise, and strategic communication to make Shelly solutions accessible — from installers to end users.”

About Shelly Group

Shelly Group SE develops, designs, and distributes IoT and smart building solutions for both consumers and professionals. Its products combine advanced technology with ease of use and open integration, enabling automation and energy management through smartphone, PC, or other smart home systems.

The company operates in over 100 countries and has subsidiaries in Germany, Bulgaria, Poland, Slovenia, the United States, and China. Shelly has been listed on the Sofia Stock Exchange since 2016 and on the Prime Standard of the Frankfurt Stock Exchange since 2021. In February 2025, the company celebrated the sale of its 20 millionth device.