Shelly Smart Home

Shelly is a leading European smart home brand known for its innovative Wi-Fi and Bluetooth-operated automation solutions. The brand was launched in 2015 by the Bulgarian company Allterco Robotics, which has since evolved into the Shelly Group. Based in Sofia, Bulgaria, the company specializes in creating modular relays, sensors, and energy management tools that are designed to be retrofitted behind existing light switches and outlets, making smart home technology accessible without requiring extensive electrical overhauls.

While the brand's research, development, and administrative headquarters are located in Bulgaria, manufacturing is conducted across multiple locations. While some reports mention production facilities in Bulgaria, the company also utilizes global supply chains with a significant presence in China to support its large-scale distribution to over 100 markets worldwide. Shelly has gained a strong reputation among DIY enthusiasts and professional installers for its open-source compatibility and ability to function without a mandatory cloud connection.

Today, Shelly Group SE is a publicly-traded European company listed on both the Bulgarian Stock Exchange and the Frankfurt Stock Exchange. The group maintains a global presence with offices in Bulgaria, Germany, Slovenia, China, and the United States, reflecting its growth from a local telecommunications provider to a global powerhouse in the Internet of Things (IoT) sector.