Shelly Group Expands into Benelux with New Regional Sales Team
Shelly Group SE, a leading provider of IoT and smart building solutions, is accelerating its geographic expansion with the establishment of a dedicated regional sales team for the Benelux region. The move aligns with the company’s strategy to strengthen its footprint in key European markets and tap into the growing demand for smart home and automation solutions.
Industry Expert to Lead Regional Growth
Shelly has appointed Twan Huisman as Regional Manager Benelux. Based in the Netherlands, he will lead a four-member team focused on building Shelly’s market presence. Huisman previously served as Head of Sales at Athom B.V., creator of the Homey smart home platform, where he drove B2B and B2C sales, scaled the Certified Installer Program, and launched a partner portal.
“The Benelux countries are pioneers in building digitization and the integration of energy-efficient technologies. I am excited to further unlock this market with Shelly.“ – Twan Huisman, Regional Manager Benelux, Shelly Group
Strong Market Potential
“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. “ – Wolfgang Kirsch, Co-CEO, Shelly Group SE
According to Statista, the Benelux smart home market is projected to reach EUR 2.7 billion by 2025, with annual growth of 9–11% through 2027. By then, more than 40% of households in the region are expected to use at least one smart device.
