Danish startup launching energy management device in North America

Hellerup, Denmark-based Electronic Housekeeper is on the brink of launching in North America next month after selling its products in Europe and the Middle East.

The company’s CEO and founder Frans Merrild spoke at the Cleantech Group’s Cleantech Forum XXIII in Boston as one of a variety of jury-selected startups seeking funding.

The company makes what it says is an energy efficient “smart home” console and platform for wireless in-home and office communication that works with appliances, devices, gas, water and electricity meters, as well as heating, ventilating and air conditioning and security systems. It says it is compatible with smart and conventional meters.

Merrild said the company has sold more than 1,000 units of its patent-pending system in Denmark, has established partnerships throughout Europe and is looking to sell 5,000 units in Germany.

“We are rolling out a project in China for energy efficient offices,” said Merrild, who previously worked for 12 years at Shell in marketing and product development. The company didn’t provide specifics about how many units it’s targeting in the near term in China.

Founded in 2003, the company thinks it could have as many as 2,500 systems in America immediately, according to Roselyn Romberg, North America CEO. It is also looking into demonstrations with universities to monitor gas, water and electricity, as well as larger smart metering and construction projects that could implement its technology, the company said.

Electronic Housekeeper says its device makes it easy to switch off electronic equipment and appliances to save electricity, offering a return on investment in six months to a year for a standard home.

The company identifies several potential revenue possibilities, including giving away the hardware for free to determine if customers like what they see in terms of energy savings. From there, users could sign up for a nominal subscription fee that would allow access to the touch screen product’s features, which can be accessed from a mobile phone or the Internet.

The company could also pursue an original equipment manufacturer model or co-brand a private label with a smart metering company.

The company, which has raised €8 million ($11.4 million) to date from investors including Proark, is looking to raise $2 million to $4 million to launch in North America, including Toronto, Canada. The funds would help cover new marketing, sales and distribution opportunities, Merrild said.

There are now many companies pursuing home and business automation, including Control4, which helps monitor and control energy usage with its technology (see Smart grid co. gets $17.3M, heads to Vegas), Fat Spaniel Technologies and even PowerHouse Dynamics, which also presented at the Cleantech Forum in Boston.

Earlier this year, Microsoft also launched a beta version of its new Hohm online energy management application (see Microsoft enters energy management with Hohm app).

In the European Union, Electronic Housekeeper faces competition from home automation companies Crestron Electronics and Schneider Electric (see France's Schneider Electric grabbing Xantrex), among others.

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