Italy Innovazioni

What Italy Innovazioni does

Italy Innovazioni S.p.A. is an Italian intellectual property business company that designs, patents, and commercializes the HIDE product family — a line of recessed AC electrical outlets whose plugs retract behind a patented sliding cover inside the wall. The company was incorporated in 2017 around the HIDE invention (originally patented and commercialized in Italy in 2013) and is headquartered in Rome with secondary operations in Milan. It holds 40+ international patents and registered design models covering the outlet mechanism, the Smart Frame low-voltage power system, voice-assistant integrations, and US-standard adaptations, with UL certification enabling North American sale.

The core platform is HIDE Smart, which integrates Amazon Alexa and Google Home voice assistants directly into the outlet cover, transforming a standard wall outlet into an IoT hub capable of controlling lights, thermostats, blinds, and appliances via voice or app. Supporting modules include the Smart Frame (Telaio Intelligente) for low-voltage cover power, HIDE Lighting (integrated LED), SuperDual (dual outlet plus USB), and Slide Box (multi-module junction box). The HIDE Luxury sub-brand extends the platform into ultra-premium materials (marble, exotic woods, gold, leather, diamonds) for high-end hospitality, yacht, and GCC residential markets.

Revenue is generated primarily through hardware sales to B2B distributors (notably 4Box srl in Italy), large retail chains, and Amazon marketplace, supplemented by direct US e-commerce through wholly-owned subsidiary IT Creation LLC (hideelectricsupply.com) and licensing/royalty consideration from the 51%-owned joint venture 3Reality Hide Inc. with Jiangsu Shushi Technology Ltd. The company has raised EUR 1.6M pre-IPO and approximately EUR 11M via its January 2019 Euronext Access Paris listing, and currently trades at a ~EUR 33.6M market capitalization (ticker MLITN). Founding partners retain approximately 84% of shares, with the company serving residential consumers, interior designers and architects, smart home enthusiasts, and luxury segment buyers across Italy, Europe, the US, the UK, and China.

Name

Italy Innovazioni

Legal name

Italy Innovazioni S.p.A.

Website

https://italyinnovazioni.com

Company type

Public

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Italy Innovazioni is an Italian intellectual property business company that designs, patents, and commercializes the HIDE product family of patented retractable electrical outlets with optional smart-home integration, serving residential, design, luxury, and smart-home segments across Europe, the Americas, and Asia.

Ownership category

akta.pro rank

Product category

Smart Electrical Outlets

NAICS

Current-Carrying Wiring Device Manufacturing (335931), Wiring Device Manufacturing (33593)

SIC

Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Smart Lighting & Electrical (Bulbs, Switches, Plugs) Retail (CRACAGAB)

Keywords

• Recessed electrical outlets
• Smart home sockets
• Retractable wall outlets
• IoT power outlets
• Modular socket design

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. HIDE Hardware Sales: Primary revenue from sale of HIDE recessed electrical outlets through distributors, retailers, and direct e-commerce. Products include standard HIDE, HIDE Smart (with Alexa), HIDE Luxury (premium materials), and accessory modules. Revenue generated from B2B distributor relationships and B2C consumer sales.
2. Licensing and IP Commercialization: Revenue from intellectual property licensing through joint ventures such as 3Reality Hide Inc., where Italy Innovazioni contributes patents and receives consideration for use of its technology in US and Chinese markets.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Italy Innovazioni designs, develops, and commercialises the HIDE family of patented recessed electrical outlets that conceal plugs inside walls via a sliding cover mechanism. The portfolio spans HIDE (original), HIDE Smart (built-in Amazon Alexa voice assistant and IoT hub powered by the patented Smart Frame), and HIDE Luxury (ultra-premium line with handcrafted marble, wood, metal and leather covers), supported by modular variants HIDE Lighting, SuperDual and Slide Box.

Product overview

Italy Innovazioni is an Intellectual Property Business Company that develops and commercializes the HIDE product family — a suite of recessed electrical socket solutions centered around a patented retractable outlet technology. The core offering is HIDE (original), a flush-mounted AC outlet concealing the plug inside the wall. HIDE Smart extends the platform with built-in Alexa voice assistant and IoT hub capabilities. The HIDE Luxury sub-brand targets ultra-premium markets with artisan-crafted, precious-material covers. Supporting modules include the Smart Frame (powering smart devices on the cover), HIDE Lighting (integrated LED lighting), SuperDual (dual outlet + USB), and Slide Box (adjustable mounting). The company holds over 30 industrial patents and operates internationally with subsidiaries and distribution partners across Europe, the USA, and GCC.

Differentiator

Problem solved

Functional benefit

Brands

• HIDE: The company's flagship product - the world's first recessed AC electrical outlet that hides the plug inside the wall with an elegant sliding cover
• HIDE Smart
• HIDE Luxury

Products and services

• HIDE World's first recessed AC electrical outlet that conceals the plug inside the wall behind a sliding cover. Compatible with all international electrical standards (Italy, USA, UK, Europe), it protects contacts from water, dust and children and allows furniture to sit flush against walls.
• HIDE Smart Smart evolution of HIDE with built-in Amazon Alexa voice assistant and IoT hub functionality powered by the patented Smart Frame (Telaio Intelligente). Enables voice control of connected devices, scenario automation, and energy consumption monitoring through the wall outlet cover.
• HIDE Luxury Ultra-premium HIDE sub-brand with handcrafted covers in marble, exotic woods, noble metals, leather, gold finishes and diamond accents, designed for luxury hotels, exclusive residences, high-end yachts and design showrooms (hideluxury.as).
• HIDE Lighting Module within the HIDE system that integrates LED lighting, design aesthetics and smart technology, transforming the electrical outlet point into a functional node for ambient lighting control.
• SuperDual Compact multifunction module combining two electrical outlets and two USB ports in a single HIDE-compatible unit, simplifying installation while adding real functional value for charging devices.
• Slide Box Adjustable recessed junction box compatible with 2, 3 or 4 HIDE modules in a single structure, facilitating adaptation of the HIDE platform to different spaces and configuration needs.

Quantifiable outcome

• 1 million+ units sold in Italy and Europe
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and major.

• Jiangsu Shushi Technology Ltd.coreStrategic or Co-development Partner · 30 November 2020Amazon-supported joint venture forming 3Reality Hide Inc., a US-registered company where Italy Innovazioni holds 51%. The partnership develops, produces, and markets HIDE with integrated Alexa for US and Chinese markets. Jiangsu Shushi is one of Amazon's main partners for Alexa smart home devices.
• Third Reality, Inc.coreStrategic or Co-development Partner · 3 June 2019Sino-American company designing and manufacturing voice-activated home automation solutions, operating as ODM for Alexa Voice Service and Google Assistant. Met with Italy Innovazioni in Shanghai and Zhenjiang to explore joint venture for US and Chinese markets.
• Jiangsu Huitong Group Co., Ltd.majorOEM/ Whitelabel/ Licensing Partner · 3 June 2019Manufacturer and ODM for leading home electronics brands including Philips, Amazon, Sharp, Toshiba, Hitachi, and Telefonica. Identified as manufacturing partner for HIDE production with technical capability, quality standards, and industry experience.
• Amazon (Alexa Voice Services)coreTechnology or Integration · 8 January 2019Amazon's Alexa Voice Services team identified HIDE as a complement to Third Reality's product range. Amazon facilitated the partnership between Italy Innovazioni and Jiangsu Shushi, supporting the joint venture for HIDE Smart with Alexa integration.
• 4Box srlmajorChannel Partner/ Reseller/ Distributor · 1 January 2013Italian distributor for HIDE products on the domestic market since 2013. Original distribution partner for commercializing HIDE in Italy.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Signify (Philips Hue): Global lighting leader behind Philips Hue smart lighting and Friends of Hue partner program, which integrates switches and controls from third parties. Comparable to HIDE as a smart-home ecosystem player adjacent to switches and lighting scenes, with materially larger installed base.
• Eaton ( Wiring Devices / Cooper Lighting): Diversified power-management major whose wiring-device portfolio (Eaton, Cooper, Halo) competes in residential and commercial outlets and switches, including smart-home variants. Broad incumbent with overlapping product category but a much wider portfolio.
• ABB: Global electrification and automation major whose wiring-device business (Busch-Jaeger, Niessen) competes in the same European outlet/switch category as HIDE. Larger incumbent with broader portfolio but overlapping core product.
• Schneider Electric: Global electrical equipment major whose wiring-device portfolio (AvatarOn, Merten, Wiser) overlaps with HIDE in switches, outlets and smart-home integration. A broader incumbent with much deeper R&D, distribution and enterprise relationships, but addresses the same design-conscious specifier.

Direct peers

• Jung (Albrecht Jung GmbH): German premium manufacturer of designer switches, outlets and smart-home systems (KNX, eNet) widely used in luxury hotels and high-end residential. Highly comparable positioning to HIDE Luxury on materials, finishes and project specification.
• Legrand: Global leader in electrical and digital building infrastructure with premium designer wiring-device ranges (Legrand adorne, Arteor, Valena Life) that compete head-to-head with HIDE in interior-designer and luxury specifications. Both companies sell switches/outlets with smart-home integration and pursue the same architect/contractor channel.
• Leviton: US-headquartered manufacturer of wiring devices (Decora, Decora Smart) with a strong presence in smart-home switches, dimmers and outlets. Closely comparable to HIDE on the US go-to-market side, including retail, distribution and builder/contractor channels.
• Lutron Electronics: Specialist in lighting controls and smart dimmers/switches (Caseta, RA2 Select, HomeWorks), directly comparable to HIDE Smart's lighting-scene and voice-control proposition. Both target premium residential and hospitality projects where aesthetic, recessed fixtures and voice integration matter.
• Gira: German specialist in premium switches, dimmers, outlets and KNX-based smart-home systems, with a strong interior-designer and luxury-project footprint. Directly comparable to HIDE/HIDE Luxury on aesthetic-led, design-segment wiring devices.

Emerging players

• Belkin (Wemo): Consumer smart-plug and smart-outlet brand (Wemo) with native Alexa/Google Home integration, closely comparable to HIDE Smart on the connected-outlet proposition. Significantly larger scale and retail presence but narrower premium/aesthetic positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Italy Innovazioni