Shelly Group SE, a provider of IoT and smart building solutions headquartered in Sofia, Bulgaria, has announced a pan-European partnership with ALSO, Europe's largest technology provider. The collaboration aims to broaden Shelly's access to ALSO's extensive network of resellers, system integrators, and professional installers, thereby strengthening its professional channel across Europe. This move is part of Shelly's ongoing international scaling strategy.
The partnership goes beyond simple distribution. It includes joint marketing efforts, technical training, webinars, digital lead-generation activities, participation in industry events, and sales enablement initiatives. These combined efforts are designed to support professional channel partners in effectively marketing, deploying, and scaling Shelly solutions across residential, commercial, and smart building applications.
Shelly's portfolio of smart home and smart building products will be available through ALSO's dedicated IoT business and its broad European distribution ecosystem. By leveraging ALSO's established partner network, Shelly aims to make it easier for installers, system integrators, and resellers to source and deploy its products. This initiative complements Shelly's existing market position among consumers and its DIY community, further expanding its reach in the professional segment.
Wolfgang Kirsch, Co-CEO of Shelly Group, commented on the partnership: "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."
This collaboration is expected to have significant implications for the smart building industry. By expanding its professional channel, Shelly is positioning itself to capture a larger share of the growing demand for IoT solutions in commercial and residential buildings. For installers and system integrators, the partnership provides easier access to Shelly's innovative products, which could lead to increased adoption and more sophisticated building automation projects.
ALSO's extensive network across Europe will enable Shelly to reach new markets and customer segments, potentially accelerating its growth in the region. The partnership also highlights the increasing importance of distribution partnerships in the IoT space, as companies seek to scale their operations and compete effectively.
Shelly Group is listed on the Bulgarian Stock Exchange and the Frankfurt Stock Exchange (XETRA: SLYG) and is included in the SDAX. The company has a strong presence in German-speaking countries and is represented in over 100 countries, with sales organizations in DACH, Benelux, the Nordics, Iberia, Poland, Italy, France, the United Kingdom, Bulgaria, Slovenia, the United States, and China.
The partnership with ALSO marks another step in Shelly's consistent execution of its long-term international scaling strategy. As the IoT market continues to evolve, such collaborations are likely to become more common, as companies seek to leverage established distribution networks to reach broader audiences and drive growth.
