Redeye initiates coverage of Plejd, a Swedish smart home company that has built a dominant position in the Nordic market by placing the professional electrician at the centre of its strategy. Having grown into the default standard for smart lighting control in Sweden and Norway through an exclusive wholesaler channel model, the company is now expanding its product portfolio into heat management, commercial LED-panels, and solar shading while rolling out the proven playbook across Europe. We view its electrician-first model, deep channel loyalty, and a world-class management as key enablers of sustained high double-digit growth.

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