Press release
Successful Partnership Between Tuya Smart and Calex Holland: Opening of the Calex Experience Center with IoT House
Calex Holland opens Experience Center with IoT House to officially launch their Tuya partnership and jointly continue the development of the Dutch smart home market
DÜSSELDORF—2 Dec. 2020—Tuya Smart, a leading global AI+IoT (AIoT) platform provider, and Calex, a Dutch decorative lighting company, announced in 2018 their partnership to give both companies new key advantages in the Netherlands’ smart home market. The strategic partnership is part of Tuya's Nebula Project, designed to help partners become leading IoT providers in their local markets.
The partnership started in 2018 with the development and launch of a €10 Wi-Fi smart bulb. Within a few months, customers could find Calex smart bulbs in six Western European countries' main retail channels. In less than a year, Calex distributed more than 5 million products bringing more than 1 million smart households to life. The entire smart home product portfolio of Calex has continued to grow through the partnership's success: the existing light bulb range has been expanded to include decorative light bulbs, and the introduction of the platform also includes smart accessories such as plugs and remote controls. But thanks to the partnership's success, the Smart Home portfolio is not limited to light bulbs.
"We are pleased to see how Calex's product diversification has been pushed further and further forward," said Tina Yu, Tuya's General Manager of Eurasia. "Thanks to the Tuya Platform, Calex has been able to add new products to its smart home portfolio easily." Meanwhile, the Calex portfolio consists of more than 50 different products in lighting, security, and accessories, with products such as smoke detectors, cameras, plugs, remotes, and many more.
Opening of the Calex Experience Center with IoT House
The latest highlight of the partnership is Calex's successful opening of their Experience Center in the heart of Rotterdam. The Experience Center is where both retail and consumers can get inspired by all Calex has to offer. The centerpiece and symbol of Calex and Tuya's partnership is the IoT House inside the center with a floor space up to 40m2. All smart items are connected in this IoT House, showing the full range potential and its simplicity in use.
"The Tuya partnership enabled us to strengthen our position in the consumer lighting industry but also gave us possibilities for a broader product diversification and future growth," said Will Smits, Managing Director of Calex Holland, "Together Tuya and Calex will continue developing smart products that enhance living comfort and ambiance at home and growing the customer base in Europe, with the clear target of expanding our portfolio of up to 100 devices in 2021."
Tuya GmbH
Peter-Müller-Straße 16
40468 Düsseldorf
Julia Söns
Marketing Director Europe
julia@tuya.com
About Calex
Calex Holland is the A-Brand of Electro Cirkel Retail that celebrates their 50th anniversary this year. Calex is the best-selling decorative lighting brand in Western Europe and the European decorative lighting market leader. Calex offers more than 400 SKUs in 15 categories. Its lighting products are characterized by a full range of dimmable, vibrant colors, and high-intensity whites from cool to warm.
About Tuya Smart
Tuya Smart is a leading global AIoT platform provider with a unique, all-in-one offering of cloud + connectivity + app that makes it easy and affordable for brands, retailers, and OEMs to make their products smart. Tuya’s platform has smart-enabled more than 200,000 products in hundreds of categories worldwide, serving over 230,000 developers globally. Tuya is internationally operated with headquarters in the U.S., Germany, India, Japan, Colombia, and China.
DÜSSELDORF—2 Dec. 2020—Tuya Smart, a leading global AI+IoT (AIoT) platform provider, and Calex, a Dutch decorative lighting company, announced in 2018 their partnership to give both companies new key advantages in the Netherlands’ smart home market. The strategic partnership is part of Tuya's Nebula Project, designed to help partners become leading IoT providers in their local markets.
The partnership started in 2018 with the development and launch of a €10 Wi-Fi smart bulb. Within a few months, customers could find Calex smart bulbs in six Western European countries' main retail channels. In less than a year, Calex distributed more than 5 million products bringing more than 1 million smart households to life. The entire smart home product portfolio of Calex has continued to grow through the partnership's success: the existing light bulb range has been expanded to include decorative light bulbs, and the introduction of the platform also includes smart accessories such as plugs and remote controls. But thanks to the partnership's success, the Smart Home portfolio is not limited to light bulbs.
"We are pleased to see how Calex's product diversification has been pushed further and further forward," said Tina Yu, Tuya's General Manager of Eurasia. "Thanks to the Tuya Platform, Calex has been able to add new products to its smart home portfolio easily." Meanwhile, the Calex portfolio consists of more than 50 different products in lighting, security, and accessories, with products such as smoke detectors, cameras, plugs, remotes, and many more.
Opening of the Calex Experience Center with IoT House
The latest highlight of the partnership is Calex's successful opening of their Experience Center in the heart of Rotterdam. The Experience Center is where both retail and consumers can get inspired by all Calex has to offer. The centerpiece and symbol of Calex and Tuya's partnership is the IoT House inside the center with a floor space up to 40m2. All smart items are connected in this IoT House, showing the full range potential and its simplicity in use.
"The Tuya partnership enabled us to strengthen our position in the consumer lighting industry but also gave us possibilities for a broader product diversification and future growth," said Will Smits, Managing Director of Calex Holland, "Together Tuya and Calex will continue developing smart products that enhance living comfort and ambiance at home and growing the customer base in Europe, with the clear target of expanding our portfolio of up to 100 devices in 2021."
Tuya GmbH
Peter-Müller-Straße 16
40468 Düsseldorf
Julia Söns
Marketing Director Europe
julia@tuya.com
About Calex
Calex Holland is the A-Brand of Electro Cirkel Retail that celebrates their 50th anniversary this year. Calex is the best-selling decorative lighting brand in Western Europe and the European decorative lighting market leader. Calex offers more than 400 SKUs in 15 categories. Its lighting products are characterized by a full range of dimmable, vibrant colors, and high-intensity whites from cool to warm.
About Tuya Smart
Tuya Smart is a leading global AIoT platform provider with a unique, all-in-one offering of cloud + connectivity + app that makes it easy and affordable for brands, retailers, and OEMs to make their products smart. Tuya’s platform has smart-enabled more than 200,000 products in hundreds of categories worldwide, serving over 230,000 developers globally. Tuya is internationally operated with headquarters in the U.S., Germany, India, Japan, Colombia, and China.
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