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Plejd makes smart lighting and home automation products that let you control lights and electricity through an app, without needing to rewire your house.
Plejd is a Swedish company that sells smart lighting controls and home automation gear. Its main product is a small device that hides behind your light switch and connects your lights to an app on your phone. An electrician installs it, and after that you can dim lights, set schedules, and control things remotely. The big selling point is that it works with the wiring you already have — no major renovation needed. The company sells mainly to electricians, who then install the products in homes and small buildings, and it earns money by selling that hardware.
The clever part is who Plejd sells to. Most smart-home gadgets are aimed at regular people, who often find them fiddly and give up. Plejd instead courts the electricians — the professionals who actually wire buildings — and gives them training, certification, and a partner network. Those electricians become the salesforce, recommending and installing Plejd gear for their customers. That makes the product a professional tool as much as a consumer toy, which builds trust and a steady stream of installers who keep buying. It is a simple machinery: sell the hardware, build an army of loyal electricians, and let them carry the brand into homes. Plejd is a real growth story that caught investors' attention. It listed on the Spotlight Stock Market under the ticker PLEJD, and its shares have been one of the best performers on that small-cap exchange in recent years. Revenue has grown fast in the last few years as the company expanded beyond Sweden into other Nordic countries and pushed into new areas like electric-vehicle charging and energy monitoring. The bet is that as homes get smarter, the electrician becomes the trusted installer, and Plejd wants to own that relationship.
In autumn 2009, Erik Calissendorff started Plejd. He had spent years as technical chief on some of the world's largest superyachts, where he saw how rich owners wanted their media and comfort systems, especially lighting, to work as one. Plejd built software to do that for the yacht market, turning his hands-on experience into a product.
By 2015 the yacht business was spun off into a separate company, and Plejd turned to smart home products, mainly for lighting. The key choice was Bluetooth: it was cheap, used little power, and was more reliable than Wi-Fi. Their first product, Dosdimmer, was shown at an electrical fair in Gothenburg, and demand quickly outran production.
In 2016 the young smart-lighting company listed on the stock market, raising about one and a half million dollars. The money was small, but the listing gave Plejd a door to public capital as it grew.
In 2018 Plejd bought Pluspole, a company with real revenue, to strengthen its product development. In the same period it set up subsidiaries in Norway and Finland, moving beyond Sweden. Sales more than tripled in the first half of the year.
Also in 2018, Schneider Electric, one of the giants of electrical equipment, bought nearly 14% of Plejd and became a major industrial owner. The idea was to pair Plejd's smart lighting technology with Schneider's global reach and its Wiser platform. It looked like a shortcut into the big leagues.
In autumn 2018 the long-awaited Plejd Gateway finally arrived. Until then, Plejd products lived on Bluetooth alone, which meant short range. The Gateway connected them over the home network, so customers could control things remotely and plug into other ecosystems. It was the piece that made Plejd a real smart home system.
In April 2020 Schneider sold its entire stake, all 13.75%. The grand cooperation, the main reason Schneider had invested, never happened. The partnership that was supposed to open the world had quietly fallen apart.
By 2025 Plejd pulled in SEK 935 million in revenue, up from about 5 million in 2016, growing 41% that year with strong margins and averaging 35% annual growth over five years. It now sells control for lighting, heating and window coverings. The quiet engine is its model: it sells through electrical wholesalers to professional electricians, so the people who install the systems keep coming back to Plejd.
In the third quarter of 2026 Plejd reported revenue up about 31% to nearly SEK 283 million with margins above 25%, beating expectations and lifting the stock about 6%, the latest step in a multi-year rally. CEO Babak Esfahani said 2027 starts a new chapter: international expansion in Europe becomes a key growth driver, helped by new product launches.
The risks are worth stating plainly. Plejd depends heavily on a few large customers — the electrical wholesalers — and on continued growth in the electrician channel. Competition in smart home and energy tech is fierce, with bigger and better-funded rivals, and small-cap growth stocks like this can swing wildly when growth slows. Still, the basic idea is unusual and clear: rather than selling gadgets to confused homeowners, Plejd sells the tools and the smarts to the electricians who shape how a building actually works.
Saved answer · last researched 5 Nov 2026