Hama used IFA 2026 in Berlin (4-8 September) to make its case as a genuine smart-home ecosystem player rather than just an accessories brand, under the campaign theme "Connect" ("Vernetzt, damit dein Leben einfacher wird" — connected, so your life gets easier). The headline claim: three-quarters of Hama's smart home products now support the cross-manufacturer Matter 1.x standard, meaning they can work inside Apple Home, Google Home, Amazon Alexa or Samsung SmartThings without a Hama-branded hub. Hama also disclosed ecosystem scale for the first time — around 1.8 million devices set up via its Hama Home App, roughly 1 million used regularly, and more than 1.1 million registered users. The pitch is aimed squarely at buyers who want Matter-certified smart home devices that avoid vendor lock-in, a concern that has shaped how shoppers choose kit since Matter's 2022 launch.
How much of Hama's range actually supports Matter?
Three in four Hama smart home products now carry Matter 1.x support, according to the company's IFA 2026 briefing — up from a single Matter-enabled WLAN socket when Hama shipped its first Matter product in October 2023. That pace of rollout mirrors the wider industry shift documented in our guide to setting up Matter in Home Assistant: manufacturers that started with one or two certified products two years ago are now retrofitting Matter support across entire smart plug, lighting and sensor ranges, rather than treating it as a one-off feature.
How big is Hama's smart home ecosystem?
Hama's own figures put regular usage at around 1 million devices out of the 1.8 million ever set up, with over 1.1 million people registered to the Hama Home App. The company also broke down engagement by household: roughly 500,000 users run a single connected device, while more than 235,000 have networked two devices together and over 150,000 have three or more — evidence that a meaningful slice of its customer base is building out multi-device setups rather than buying one smart plug and stopping there. Hama says the app sees around 30,000 new device activations a month, rising to as many as 50,000 during winter, when demand for connected heating and lighting typically spikes.
What else did Hama show at IFA 2026?
Alongside the smart home push, Hama used its IFA 2026 stand to launch a smart ring for health monitoring (tracking heart rate, sleep and activity without a screen), AI-assisted headphones built on Bragi's Sound App with live translation and an on-device chat assistant, a children's smartwatch with video calling and location tracking, and an outdoor-focused smartwatch called Vertex with offline maps and extended battery life. These sit alongside — not inside — the Matter smart home story, extending Hama's ecosystem ambitions into wearables and audio rather than replacing its connected-home push.
For UK buyers, the takeaway is practical rather than dramatic: Hama's Matter-certified smart home products should now pair into an existing Apple Home, Google Home, Alexa or SmartThings setup without extra hardware, in the same way as better-known Matter brands. Whether that translates into UK retail availability and pricing at the same pace as its German market rollout is something worth checking product-by-product before buying.
