Shelly Group SE, a provider of IoT and smart building solutions based in Sofia, Bulgaria, has announced a pan-European partnership with ALSO, Europe's largest technology provider. The collaboration is designed to expand Shelly's market reach across Europe by leveraging ALSO's extensive network of resellers, system integrators, and professional installers. This move aligns with Shelly's long-term international scaling strategy, which focuses on broadening its professional channel while maintaining its strong presence in the DIY community.
The partnership will make Shelly's portfolio of smart home and smart building solutions available through ALSO's dedicated IoT business and its broad European distribution ecosystem. Beyond product distribution, the cooperation includes technical customer support, technical and sales training, webinars, digital lead-generation activities, participation in industry events, and joint marketing campaigns. These initiatives aim to support professional channel partners in effectively marketing, deploying, and scaling Shelly solutions across residential, commercial, and smart building applications.
Wolfgang Kirsch, Co-CEO of Shelly Group, emphasized the importance of the professional market as a growth driver. "The professional market is becoming an increasingly important growth driver for Shelly. ALSO's strong European channel organization enables us to make our solutions more accessible to installers, system integrators and resellers while complementing the vibrant community that has always been at the core of the Shelly ecosystem. Together, we are strengthening another important pillar of our long-term international growth strategy," he said.
The partnership complements Shelly's established position among consumers and its active DIY community by further expanding the company's professional channel across Europe. By broadening access to its solutions through ALSO's extensive partner network, Shelly aims to make it easier for installers, system integrators, and resellers to source and deploy its products. This collaboration marks another step in the consistent execution of Shelly's international scaling efforts.
Shelly Group develops, designs, and distributes IoT and smart building solutions for both DIY and professional users, offering advanced technology, seamless interoperability, and a high degree of technological flexibility. The company's products enable remote control, automation, and energy management of electrical appliances and smart building solutions via smartphones, PCs, or third-party home automation systems. In addition to device sales, Shelly generates revenue from its cloud applications.
The company benefits from an asset-light production model through the use of contract manufacturers. Shelly has a strong presence in German-speaking countries and is represented in more than 100 countries. With sales organizations in DACH, Benelux, the Nordics, Iberia, Poland, Italy, France, the United Kingdom, Bulgaria, Slovenia, the United States, and China, Shelly Group has a broad international footprint. Shelly Group SE (ISIN: BG1100003166) is listed on the Bulgarian Stock Exchange and on the regulated market (Prime Standard) of the Frankfurt Stock Exchange (XETRA: SLYG), and is included in the SDAX.
