Zimi Gains Major Retail Platform for Matter Smart Home Range
Zimi has secured an exclusive three-year distribution agreement with Directed for retail, direct-to-consumer and direct-to-business sales across Australia and New Zealand. The deal gives its next-generation Matter devices access to more than 10,000 retail outlets, although commercial terms and guaranteed sales volumes remain undisclosed.
- Exclusive three-year ANZ distribution agreement with Directed
- Access to Directed’s network of more than 10,000 retail outlets
- Matter-enabled switches, dimmers and power points due to launch in 2027
- Existing GSM Electrical wholesale relationship will continue
- No contract value, minimum orders or revenue guidance disclosed
Directed Opens a 10,000-Outlet Route to Market
Zimi Limited (ASX:ZMM) has given its 2027 smart home launch a sizeable retail platform, signing Directed Electronics Australia as the exclusive distributor for retail, direct-to-consumer and direct-to-business channels across Australia and New Zealand. Directed says its network spans more than 10,000 retail partner outlets, including major chains such as Bunnings, JB Hi-Fi, Harvey Norman, Noel Leeming and Officeworks.
The initial agreement runs for three years, with an option to extend for another two. It covers Zimi’s next generation of Matter-enabled products, while the company’s existing wholesale relationship with GSM Electrical continues to serve electrical trade and wholesale customers. On paper, the arrangement gives Zimi separate routes into consumer retail and the electrical trade rather than replacing one channel with another.
Matter Devices Are Scheduled for 2027
The products covered by the deal are not yet on shelves. Zimi says the next generation of its range is due to launch in 2027 after being re-engineered during 2026 to adopt Matter, the connectivity standard backed by Amazon, Apple, Google and Samsung. The range is built around smart switches, dimmers and power points designed to control existing lights, fans and heaters without requiring homeowners to replace their fittings or appliances.
That positioning distinguishes Zimi’s products from smart bulbs, which the company says retailers have traditionally favoured but which can require one bulb in every fitting. Zimi’s earlier Senoa range combined glass touch controls, proximity sensing, customisable colours and laser-etched icons; the coming products are intended to retain that design focus while adding cross-platform compatibility.
Commercial Validation Without Commercial Numbers
Directed’s selection provides a retail partner with established consumer-electronics distribution capabilities, and the distributor says it subjected Zimi to a review covering engineering, design, manufacturing, electrical standards and Matter compliance. Directed CEO Steve Siolis described the range as an early-to-market opportunity, while Zimi CEO Jordan Tentori called the agreement a defining moment for the company.
Those endorsements are meaningful signals, but they are not sales guidance. Zimi has disclosed no contract value, minimum purchase commitments, order volumes, margins, guaranteed listings or revenue forecast. The smart home market figures cited in the announcement, which estimate a global market of between US$450 billion and US$887 billion within the next decade, describe the category rather than Zimi’s expected share of it.
Investor Briefing Precedes the Launch Window
Zimi will hold an investor briefing on 29 September 2026, when management is expected to discuss the Directed agreement and the next-generation Matter range. The more consequential milestones will come later: evidence of retailer listings, product availability, customer orders and repeat demand will determine whether the distribution footprint converts into a commercial business.
Bottom Line?
Directed supplies the shelf space and channel reach; Zimi still has to prove that its 2027 Matter launch can turn access into orders and recurring revenue.
Questions in the middle?
- Will Directed confirm specific retail listings, launch quantities or minimum commitments before the 2027 release?
- Can Zimi complete the Matter product re-engineering and launch on schedule across Australia and New Zealand?
- How quickly will the new retail and direct channels contribute revenue alongside the existing GSM Electrical wholesale relationship?
