Shelly Group SE Accelerates Its Push into Professional Building and Energy Management

Shelly Group SE, the Bulgarian IT services specialist listed on the Frankfurt Stock Exchange and trading in euros on Xetra, has unveiled a bold expansion strategy aimed at the professional building and energy management segment. The announcement, issued on 11 September 2025, follows a high‑profile presentation of the company’s first‑of‑its‑kind smart miniature circuit breakers (MCBs) at the IFA trade fair in Berlin.

Product Innovation on a Global Stage

During the IFA, Shelly Group showcased MCBs in a compact 1 M form factor—a design that sets a new standard for space‑saving, high‑performance protection devices. The product line will extend to a broad professional portfolio ranging from 2 M to 5 M form factors, 1‑ to 4‑pole configurations, and current ratings of 10 A to 63 A. Each unit will integrate Ethernet, Wi‑Fi, and Bluetooth connectivity, providing the flexibility required by modern commercial and industrial installations.

Market Opportunity and Forecast

The company estimates a global market volume of USD 5.8 billion by 2033, with a compound annual growth rate of c. 10.5 %. Shelly Group projects a rapid market entry in early 2026, contingent on the completion of ongoing certification processes. By tapping into this expanding segment, Shelly Group aims to diversify its revenue streams beyond its traditional mobile services and consumer‑facing smart devices, thereby reducing dependence on the highly competitive consumer electronics market.

Analyst Outlook and Target Price

Montega AG’s research arm, in a note released the same day, upgraded Shelly Group to a Buy recommendation. Analyst Bastian Brach set a 12‑month target price of EUR 61.00, up from the current close of EUR 55.40. The rating change reflects confidence that the company’s product offensive, highlighted at the IFA, will generate “increased dynamics in the Christmas quarter” and beyond.

Financial Snapshot

  • Close (09 Sep 2025): EUR 55.40
  • 52‑week high (24 Aug 2025): EUR 58.40
  • 52‑week low (06 Apr 2025): EUR 28.10
  • Price‑to‑earnings ratio: 44.00

With a high P/E ratio indicative of growth expectations, the market is positioning Shelly Group for a potential upside as it enters a new, high‑margin sector. The company’s existing footprint—serving mobile operators, media companies, banks, and state agencies across approximately 15 countries—provides a robust distribution network that can be leveraged to accelerate adoption of its new professional products.

Strategic Implications

Shelly Group’s pivot toward professional building and energy management signals a decisive shift from consumer‑centric offerings (e.g., MyKi GPS watches, Wi‑Fi switches) toward infrastructure‑level solutions that command higher margins and longer customer lifecycles. By embedding its proprietary connectivity stack into industrial control devices, the company is poised to capture a share of the burgeoning smart‑building market, which is driven by energy efficiency mandates, digitization of facility management, and the integration of IoT technologies.

Conclusion

Shelly Group SE’s announcement underscores a clear strategic trajectory: harnessing its engineering expertise to deliver connected protection solutions that meet the stringent requirements of commercial and industrial users. If the company can successfully navigate certification hurdles and achieve early market adoption, the proposed expansion could materially enhance its valuation and cement its position as an innovation leader in the global smart‑building ecosystem.