- 013-year exclusive AU/NZ deal with Directed for Zimi Matter.
- 02Directed reach to 10k+ outlets; GSM stays wholesale.
- 032027 Matter launch after 2026 Senoa rev.
Zimi Limited (ASX: ZMM) has signed an exclusive distribution agreement with Directed Electronics Australia covering retail, direct-to-consumer (D2C), and direct-to-business (D2B) sales of its next generation Matter product ranges across Australia and New Zealand.
The agreement, which runs for an initial three years with an option to extend for an additional two, gives Zimi access to Directed’s network of more than 10,000 retail partner outlets.
It complements Zimi’s existing wholesale distribution relationship with GSM Electrical, which will continue serving the electrical trade and wholesale market.
Zimi plans to launch its next generation Matter-enabled products in 2027 after spending 2026 re-engineering its Senoa range of smarter switches, dimmers, and power points around the connected-home standard.
The range is scheduled to enter a global smart home market forecast to grow to between US$450 billion and US$887 billion within the next decade.
Two-Channel Market Coverage
Directed will hold exclusive rights across the retail, D2C, and D2B channels in Australia and New Zealand, while Trader will continue covering electrical wholesalers and the trade market.
Directed supplies major retailers across Australia and New Zealand alongside mass merchants and specialist stores, giving Zimi a consumer-facing distribution channel for the new range.
Its decision to add Zimi followed an evaluation of the company’s engineering, design and manufacturing capabilities, readiness to meet Australian and New Zealand electrical standards and the commercial opportunity in the smart home category.
“Our new range delivers the simplicity and cross-platform compatibility that Apple, Google, Amazon, and Samsung are all promoting themselves right now, at exactly the moment the category is going mainstream,” chief executive officer Jordan Tentori said.
“This is a defining moment for Zimi—it brings together all the hard work our team has put in, a market that's finally mature and ready for Matter, led by the world's biggest technology companies, and a partner in Directed we couldn't be prouder to have on board.”
Matter Range Targeting 2027
Matter was developed by the Connectivity Standards Alliance as a global connected-home standard designed to let products work consistently across different manufacturers and ecosystems, with the alliance counting more than 900 member companies.
Zimi was among the first Australian manufacturers to achieve Matter certification and is re-engineering its existing Senoa range to work across platforms including Samsung SmartThings, Amazon Alexa, Apple Home, and Google Home.
The products are designed to control existing lights, fans, and heaters from wall-mounted switches rather than requiring individual smart fittings, with customers able to begin with one or two devices before scaling to a wider installation.
Zimi is continuing to expand its product portfolio beyond the flagship range and plans to outline the Directed agreement and its next generation Matter products at an open investor briefing on 29 September.
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