Shelly Group SE, a provider of IoT and smart building solutions based in Sofia, Bulgaria, has entered into a pan-European partnership with ALSO, Europe’s largest technology provider. The collaboration aims to strengthen Shelly’s presence in the professional market by leveraging ALSO’s extensive network of resellers, system integrators, and professional installers. This move is part of Shelly’s broader international scaling strategy, which seeks to expand its footprint across Europe and beyond.
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 distribution, the cooperation includes joint marketing, technical training, sales enablement, webinars, digital lead-generation activities, and participation in industry events. These initiatives are designed 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 growing importance of the professional market for the company. “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,” he said. “Together, we are strengthening another important pillar of our long-term international growth strategy.”
This partnership complements Shelly’s established market 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 is making it easier for professional customers to source and deploy its products. The collaboration marks another step in the consistent execution of Shelly’s long-term international scaling strategy, which has seen the company grow its presence in more than 100 countries.
Shelly Group develops, designs, and distributes IoT and smart building solutions for both DIY and professional users, offering advanced technology, interoperability, and flexibility. Its products enable remote control, automation, and energy management of electrical appliances and smart building systems via smartphones, PCs, or third-party home automation platforms. The company also generates revenue from its cloud applications and benefits from asset-light production through contract manufacturers.
With sales organizations in key European markets such as DACH, Benelux, the Nordics, Iberia, Poland, Italy, France, and the United Kingdom, as well as in Bulgaria, Slovenia, the United States, and China, Shelly Group has a broad international presence. The company is listed on the Bulgarian Stock Exchange and the Frankfurt Stock Exchange’s regulated market (Prime Standard) under the ticker SLYG and is included in the SDAX.
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