Shelly Group SE, a provider of IoT and smart building solutions, has entered into a pan-European partnership with ALSO, Europe's largest technology provider, to strengthen its professional channel across the continent. The collaboration aims to expand Shelly's market reach by leveraging ALSO's extensive network of resellers, system integrators, and professional installers. This move is part of Shelly's long-term international scaling strategy, which seeks to increase its presence in the professional segment while maintaining its strong 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 distribution, the collaboration includes technical customer support, technical and sales training, webinars, digital lead-generation activities, participation in industry events, and joint marketing campaigns. 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 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.
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 installers, system integrators, and resellers to source and deploy its products. The collaboration marks another step in the consistent execution of Shelly's international scaling strategy, which has seen the company expand its sales organizations across DACH, Benelux, the Nordics, Iberia, Poland, Italy, France, the United Kingdom, Bulgaria, Slovenia, the United States, and China.
Shelly Group develops, designs, and distributes IoT and smart building solutions for DIY and professional users, offering advanced technology, seamless interoperability, and a high degree of technological flexibility. Shelly 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, the company generates revenue from its cloud applications and benefits from asset-light production through contract manufacturers. With products represented in more than 100 countries, Shelly Group is well-positioned to capitalize on the growing demand for smart building solutions.
The partnership with ALSO is expected to provide Shelly with access to a wider customer base and enhance its ability to serve professional clients across Europe. By combining distribution with joint marketing, technical training, and sales enablement, the two companies aim to create a robust ecosystem that supports the adoption of smart building technologies. This collaboration is a significant step for Shelly Group as it continues to execute its international scaling strategy and strengthen its foothold in the European market.
