Belkin Ends Support for Weemo
Last week, Belkin announced it would end support for its entire line of Wemo smart home devices, starting in 2026. According to the company’s website, products whose “features rely on cloud connectivity, including remote access and voice assistant integrations, will no longer work”. The company will also stop providing technical support and troubleshooting assistance. Some Weemo devices that rely on the Thread protocol or which have been installed via Apple’s HomeKit platform will continue to work, provided they have been configured prior to Belkin’s cut off date (January 31, 2026).
The Circana Take:
- While not surprising given the company’s low market share in the category and non-support of Matter, Belkin’s exit from the Smart Home market is noteworthy given the brand’s long history of making connected home products.
- Further, though Weemo was not positioned specifically as a premium brand, the growth of value brands selling products below the category ASP also likely factored into Belkin’s decision to end support for its products (and effectively exit the market).
IKEA Plans More Matter Devices
Despite ending its long-standing partnership with Sonos earlier this year, IKEA is not turning away from making connected home products. Last week, the retailer announced it would invest more heavily in Matter-compatible products, launching 20 new products running the open standard. Though no details were given regarding the types of new Matter devices, the company recently released 2 new Bluetooth speakers, one of which is a speaker/lamp.
The Circana Take:
- IKEA continues to expand its assortment of connected home products. The company’s investment in Matter certified devices indicates a desire to keep their platform open and able to connect with other brands (instead of forcing buyers to only purchase IKEA branded devices).
- For a brand such as IKEA with tremendous brand recognition but relatively few devices currently owned in consumer households, this is an advantageous strategy allowing buyers to integrate their new IKEA devices with the brands/ecosystems of devices already installed in the household.