Shelly Group PLC: insider trades · Germany · BaFin

About Shelly Group PLC

Shelly Group PLC (ISIN BG1100003166, ticker SLYG.DE) is a technology company focused on the Internet of Things (IoT) and building automation. It is listed on Xetra/Frankfurt (DAX/MDAX/SDAX) in Germany, and its investor communications and reporting place it firmly within the German listed-company framework. The group designs, manufactures and distributes connected devices and software solutions for energy management, comfort and security in homes and commercial buildings. Its business sits at the intersection of smart home, smart building and energy-efficiency solutions, markets that continue to benefit from digitalisation and the long-term push for lower energy consumption. Shelly Group’s roots are in Bulgaria, where it was founded and where the company developed its core engineering and product platform. Over time, it built a broader international structure and now operates through six subsidiary companies with offices in Bulgaria, Germany, Slovenia, China and the USA. The group says it is already active in more than 100 markets, which gives it broad geographic reach for a mid-cap technology business. That global footprint is strategically important because Shelly’s model depends on scaling proprietary products rapidly across channels and geographies. The company’s main business lines are centered on IoT hardware and the surrounding software ecosystem. Under the Shelly brand, it offers smart relays, switches, sensors, energy meters, plugs and other connected devices used for remote control, automation and energy monitoring. A key element of the model is the combination of affordable hardware, user-friendly mobile/app-based control and cloud connectivity. This hardware-plus-software approach helps support customer retention and creates an ecosystem effect, particularly as the group expands its DIY and professional channels. In competitive terms, Shelly Group stands out through a mix of product innovation, ease of installation, broad compatibility and international distribution. Management has highlighted the company’s growing brand recognition, and the group has said it has sold more than 10 million smart home devices, underlining scale and market traction. Its Shelly Cloud user base exceeded 2.7 million at the end of 2025, showing continued adoption of the platform. Recent developments have been notably positive: in fiscal 2025, revenue increased 40.3% to EUR 149.7 million, adjusted EBIT rose to EUR 37.7 million, and net profit increased to EUR 25.5 million. In 2026, the company also gained additional visibility in Germany’s equity market with the announced inclusion in the SDAX, improving its profile with institutional investors. For investors, Shelly Group represents a growth-oriented European IoT platform with international reach, attractive execution momentum, and the usual risks tied to product cycles, competition and scaling in consumer-facing technology.