Shelly Group SE, a provider of IoT and smart building solutions based in Sofia, Bulgaria, has announced a pan-European partnership with ALSO, Europe's largest technology provider. The collaboration aims to strengthen Shelly's market reach across Europe by providing access to ALSO's extensive network of resellers, system integrators, and professional installers. This move is part of Shelly's long-term international scaling strategy.
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 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 partnership complements Shelly's established position among consumers and its active DIY community by further expanding its 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 long-term international scaling strategy.
Wolfgang Kirsch, Co-CEO of Shelly Group, commented: "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 importance of this partnership lies in its potential to significantly accelerate Shelly's penetration into the professional segment, which is a key growth area for the company. By leveraging ALSO's established distribution infrastructure and market expertise, Shelly can more effectively reach professional customers who require reliable, scalable IoT solutions. This collaboration also enhances Shelly's competitive position in the European smart building market, where demand for integrated and professionally installed systems is on the rise.
For ALSO, the partnership adds a robust IoT product line to its offerings, enabling its partners to meet the growing demand for smart building solutions. The joint marketing and training initiatives will help ensure that resellers and integrators are well-equipped to sell and implement Shelly products, potentially increasing customer satisfaction and repeat business.
Overall, this collaboration is a strategic move for both companies, aligning with Shelly's goal to expand its professional channel and ALSO's objective to provide comprehensive technology solutions to its partners. The partnership is expected to contribute to the growth of both companies in the European IoT market.
