Shelly Group SE, a provider of IoT and smart building solutions headquartered in Sofia, Bulgaria, announced on August 19, 2026, a pan-European partnership with ALSO, Europe's largest technology provider. This collaboration is a strategic move to strengthen Shelly's market reach across Europe and further execute its international scaling strategy.
The partnership grants Shelly access to ALSO's extensive network of resellers, system integrators, and professional installers. Shelly's smart home and smart building solutions will be available through ALSO's dedicated IoT business and its broad European distribution ecosystem. Beyond 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.
This collaboration complements Shelly's established presence among consumers and its active DIY community by expanding its professional channel across Europe. By broadening access to its products through ALSO's partner network, Shelly makes it easier for installers, system integrators, and resellers to source and deploy its solutions. The partnership marks another step in the consistent execution of Shelly's long-term international growth strategy.
Wolfgang Kirsch, Co-CEO of Shelly Group, emphasized the importance of the professional market as a growth driver. “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 announcement is significant for the smart building industry as it signals a shift toward professional channel development, which is crucial for scaling IoT solutions in Europe. For businesses and installers, this partnership means easier access to Shelly's products and comprehensive support, potentially accelerating the adoption of smart building technologies. For the industry, it underscores the importance of distribution partnerships in expanding market reach and driving innovation.
Shelly Group is known for its asset-light production model and strong presence in over 100 countries. The company is listed on the Bulgarian Stock Exchange and the Frankfurt Stock Exchange (XETRA: SLYG) and is included in the SDAX. This partnership with ALSO is expected to enhance Shelly's competitive position in the European market and contribute to its long-term growth objectives.
For more information about Shelly Group, visit their official website at Shelly Group. Details about ALSO can be found at ALSO.
