Shelly Group SE, a provider of IoT and smart building solutions based in Sofia, Bulgaria, is advancing its international scaling strategy by expanding its market reach across Europe. The company has entered into a pan-European partnership with ALSO, Europe's largest technology provider, to broaden access to its portfolio of smart home and smart building solutions. This collaboration aims to make Shelly's products more accessible to a wider network of resellers, system integrators, and professional installers, thereby strengthening its professional channel.
The partnership goes beyond simple distribution. Shelly's solutions will be available through ALSO's dedicated IoT business and its extensive European distribution ecosystem. 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 are designed to support professional channel partners in successfully marketing, deploying, and scaling Shelly solutions across residential, commercial, and smart building applications.
This move complements Shelly's established market position among consumers and its active DIY community. By leveraging ALSO's extensive European 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 long-term international scaling strategy.
Wolfgang Kirsch, Co-CEO of Shelly Group, highlighted the importance of the professional market for the company's growth. "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."
The partnership is expected to have significant implications for Shelly's market presence. By expanding its distribution network through ALSO, Shelly can tap into new customer segments and increase its market share in the professional IoT and smart building sectors. This move is particularly timely as the demand for smart building solutions continues to rise, driven by trends in energy efficiency, automation, and the growing adoption of IoT technologies in commercial and residential properties.
For ALSO, this partnership adds a strong brand in the IoT and smart building space to its portfolio, enabling its partners to offer comprehensive solutions to their customers. The joint training and marketing initiatives will likely enhance the capabilities of ALSO's partners, contributing to the overall growth of the smart building ecosystem in Europe.
Shelly Group's strategy focuses on leveraging partnerships to expand its reach without heavy investment in direct sales infrastructure. This approach allows the company to scale efficiently while maintaining its asset-light production model. The partnership with ALSO is a key element in this strategy, providing access to a vast network of professional channel partners across Europe.
As the IoT and smart building market continues to evolve, collaborations like this one are becoming increasingly important. They enable manufacturers to quickly gain access to new markets and distribution channels, while distributors can offer their partners innovative products that meet the growing demand for smart solutions. The partnership between Shelly and ALSO is a testament to the importance of strategic alliances in driving growth in the technology sector.
