Challenge
Shelly is a global smart home brand offering innovative IoT and automation solutions for homes and businesses. The brand had already built a strong international presence, but the Benelux was still a relatively small market compared to other European regions.
The opportunity was clear: Shelly had a strong product portfolio and an established international brand, but there was significant untapped potential in the Netherlands, Belgium and Luxembourg.
To accelerate growth, Shelly needed a stronger local presence and a marketing approach tailored specifically to the Benelux market. This meant increasing brand awareness, expanding visibility across retail and professional channels, supporting local partners and creating demand among both consumers and installers.
The challenge was not simply to run more marketing activities, but to build a local marketing engine that could translate Shelly’s international strength into sustainable commercial growth in the Benelux.
Approach
As Marketing & Communication Manager Benelux, Janet Schouten took responsibility for developing and executing Shelly’s regional marketing activities across the Netherlands, Belgium and Luxembourg.
Working closely with the Benelux sales team, distributors, retailers, installers, media and Shelly’s international organisation, the focus was on increasing local visibility and supporting commercial growth.
Activities included:
- Developing and executing the Benelux marketing strategy
- Translating international campaigns and product launches into relevant local activities
- Supporting retail expansion and improving in-store visibility
- Building relationships with distributors, retailers and channel partners
- PR, media relations and influencer collaborations
- Trade fairs, events, webinars and installer-focused activities
- Local content, social media and product communication
- Supporting sales with campaigns, materials and partner activations
- Strengthening Shelly’s position in both the consumer and professional smart home market
- Creating stronger alignment between local sales opportunities and the international marketing organisation
Marketing was deliberately positioned close to sales and the market. This made it possible to identify local opportunities quickly and turn them into concrete campaigns, partnerships and activations.
Results
Within the first year, Shelly achieved approximately 100% revenue growth in the Benelux, effectively doubling regional revenue.
At the same time, Shelly significantly strengthened its local market presence and created a stronger foundation for continued growth.
Key achievements included:
- More than 100% year-on-year revenue growth in the Benelux
- Expanded presence and visibility across major retail and distribution channels
- Increased brand awareness among consumers and professionals
- Stronger local marketing support for retail and channel partners
- Greater visibility through trade fairs, industry events and local activations
- PR, media and influencer collaborations generating additional reach and product exposure
- Increased focus on the professional market through installer training, webinars and dedicated content
- A structured Benelux marketing approach closely aligned with sales and international marketing
By combining local market knowledge with hands-on execution, Shelly was able to turn the Benelux from a relatively small region into a significantly stronger contributor to the company’s European growth.
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