Shelly
- Company typePublic
- Founded2015
- HeadquartersSofia, Bulgaria
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
Shelly firmographics
Firmographics- Name
- Shelly
- Legal name
- Shelly Group SE
- Website
- https://shelly.com
- Company type
- Public
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Shelly industry classification
Industry- Product category
- Smart Home Automation
- NAICS
- Communications Equipment Manufacturing (3342)
- SIC
- Computer Communications Equipment (3576)
- akta.pro primary industry
- Smart Home Hubs, Controllers & Voice Assistants (HSAPAQAA)
Keywords
Where Shelly is headquartered
LocationHeadquarters
- HQ city
- Sofia
- HQ country
- Bulgaria
- HQ region
- Europe
Offices6 records
Markets served
Shelly business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D
Revenue model
- Hardware device sales: Shelly's primary revenue stream is the sale of physical smart home devices — smart switches, relays, plugs, sensors, energy meters, wall displays, and smart door locks. Devices are sold as one-time purchases through e-commerce, retail, and distributor channels across 100+ countries. Multiple product generations (Gen2 through Gen4) and technology variants (Wi-Fi, Zigbee, Z-Wave, etc.) allow price segmentation.
- Shelly Cloud Premium subscription: Shelly offers a Shelly Cloud Premium subscription (12-month voucher available for purchase) that unlocks advanced automation features and premium capabilities within the Shelly Smart Control app. The base app is free, with premium as an optional paid tier.
- Software and SaaS services (emerging): Shelly Group is evolving from a hardware-focused company into a platform provider, with plans to offer fleet management systems and energy contract offerings. The company expects software services to contribute meaningfully to profitability starting in 2027.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Shelly Smart Control app tier |
| Subscription | Annual | Shelly Cloud Premium — 12-month voucher |
| Unit Pricing | Pay-as-you-go | Smart home devices (one-time purchase) |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Shelly product offering
Product offeringCore offering
Shelly designs, manufactures, and sells a broad portfolio of multi-protocol smart home and building automation devices — including Wi-Fi/Bluetooth/Zigbee/Z-Wave/Matter relays, dimmers, smart plugs, energy meters, sensors, wall displays, smart locks (LOQED), and DIN-rail mounted professional devices. The hardware is managed via the Shelly Smart Control app and Shelly Cloud platform, with a Premium subscription tier for advanced automation. Products are sold through Shelly's own e-commerce storefront, retail partners, distributors, and a verified installer network across more than 100 countries.
Product overview
Shelly is a comprehensive smart home and building automation ecosystem offering over 170 products across multiple protocols including Wi-Fi, Bluetooth, Zigbee, Z-Wave, Matter, and KNXnet/IP. The portfolio includes Gen3 and Gen4 smart switches, dimmers, energy meters, sensors (temperature, humidity, motion, flood, gas, presence), smart plugs, wall displays, smart controllers, and LOQED smart locks (acquired from Dutch company LOQED B.V.). The ecosystem centers on the free Shelly Smart Control app with optional Premium subscription, supported by professional DIN-rail Pro devices for commercial installations and BLU/Wave series for Bluetooth/Z-Wave connectivity. Recent expansions include world's first smart circuit breakers (Pro CB), long-range LoRa add-ons, and Matter-compatible devices for broad interoperability.
Differentiator
Problem solved
Functional benefit
Brands
- Shelly Cloud: Cloud platform for Shelly device management with over 2.5 million users
- Shelly Smart Control
- Shelly Cloud Premium
- LOQED
- Shelly Academy
- Shelly Pro
- Shelly BLU
- Shelly Wave
- Cury by Shelly
- Powered by Shelly
Products and services
- Shelly Gen4 Series Fourth generation of Shelly smart switches and relays featuring multiprotocol connectivity (Wi-Fi, Zigbee, Bluetooth, Matter), faster performance, and enhanced automation for residential and commercial use.
- Shelly Gen3 Series Third generation smart devices with the proprietary Shelly chip, Wi-Fi connectivity, and enhanced automation features for residential and commercial use.
- Shelly Pro Series Professional DIN-rail mountable smart switches and relays with LAN, Wi-Fi, and Bluetooth connectivity, integrated power monitoring, and enhanced safety features for commercial and installer deployments.
- Shelly BLU Series Battery-powered Bluetooth-enabled smart devices including sensors, buttons, and motion detectors with extended battery life and local processing.
- Shelly Wave Series (Z-Wave) Z-Wave and Z-Wave Long Range smart switches, dimmers, and sensors designed for professional installation with extended wireless coverage up to 1 km.
- Shelly Smart Dimmers Smart dimming controllers for LED strips and lights, supporting 0-10V, DALI, and trailing edge dimming, with or without neutral wire.
- Shelly Energy Meters Energy monitoring devices including Pro 3EM, EM Gen3, EM Gen4, and clamp meters for tracking consumption of appliances, circuits, and PV systems.
- Shelly Smart Plugs Indoor and outdoor smart plugs with power monitoring, Matter support, and overload protection for controlling appliances remotely.
- Shelly Wall Displays Smart home control panels with touchscreens (4–10 inch) for centralized room management, climate control, and device status monitoring.
- Shelly Smart Sensors Temperature, humidity, motion, door/window, flood, gas, and presence sensors for home monitoring and automation.
- Shelly Smart Controllers Smart controllers including i4 Gen3, BLU remotes, wall switches, and input readers for scene activation and synchronized automation actions.
- Shelly Smart Bulbs Wi-Fi and Bluetooth smart bulbs with adjustable color temperature and RGB options for smart lighting control.
- Shelly Smart Shutters Smart controllers for roller shutters, blinds, curtains, and awnings with position control and power monitoring.
- Shelly Pro CB Smart Circuit Breakers World's first smart miniature circuit breakers (MCBs) with remote control, overvoltage/undervoltage protection for single-phase no-neutral installations and electrical safety.
- LOQED Smart Locks Keyless smart locks with Wi-Fi and Bluetooth, smartphone access, PIN codes, and touch unlock capabilities, marketed under the LOQED brand acquired from Dutch company LOQED B.V.
- Shelly Smart Control App Free mobile application for managing Shelly devices, organizing spaces, monitoring energy consumption, and tracking expenses, with Premium features available via subscription.
- Shelly Cloud Premium Premium cloud subscription service offering advanced automations, extended device history, and additional features for Shelly device management.
Quantifiable outcome
- Up to 40% energy savings for homes and businesses through smart energy management and automation
- +3 more outcomes
Companies that use Shelly
Customer profileSegments5 records
Ideal customer profiles5 records
Shelly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature6 records
Shelly partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- ZendurecoreZendure integrated Shelly sensors into its ZEN+ HOME AI-powered home energy ecosystem at Intersolar Europe 2026. Shelly sensors are featured as part of Zendure's ecosystem alongside SolarFlow battery storage, EV chargers, and heat pumps, enabling coordinated home energy management and dynamic tariff optimization. The integration allows Shelly smart-home devices to work within Zendure's HEMS 2.0 platform.
- HomeSight (Vantiva)coreHomeSight, a division of Vantiva, expanded its senior care technology ecosystem to include Shelly smart home devices for monitoring and automation. Shelly sensors integrate with HomeSight's Wellness Hub TV platform to provide improved visibility into seniors' daily living patterns, supporting aging-in-place applications.
- EcoFlowcoreShelly Group announced its first co-branded devices in partnership with EcoFlow, a global leader in energy and solar technology. The partnership expands Shelly into the smart energy market by combining Shelly's smart home control capabilities with EcoFlow's portable power and solar solutions.
- Moonup Technology Co., Ltd.coreMoonup Technology serves as Shelly Group's Taiwan operations partner and distributor, showcasing the complete Shelly smart building ecosystem at the 2025 Taipei Building Show. Moonup is pursuing listing on the Taipei Exchange Pre-IPO board as part of its capital markets strategy, combining Taiwan's implementation capabilities with Shelly's global technical standards.
- ScrewfixcoreShelly partnered with Screwfix to expand its UK market reach through the professional/DIY retail channel. Shelly devices are now available via Screwfix, providing access to tradespeople and homeowners in the United Kingdom.
- LOQED B.V.coreShelly Group acquired the assets of Dutch smart lock company LOQED B.V. in July 2024, including technology and inventory. This acquisition enabled Shelly to expand into the smart locks segment, integrating LOQED's product line (including LOQED Pure and LOQED Touch Smart Lock) into its existing offerings. The smart lock market is projected to grow at 15.4% annually, reaching USD 5.8 billion by 2029.
Scale indicators15 records
Recent moves6 records
Expansion highlights7 records
Shelly competitors and assessment
Company assessmentEmerging players
- Eve Systems: Eve Systems specializes in HomeKit/Thread/Matter smart home devices for Apple users. Comparable on multi-protocol (Thread, Matter, Bluetooth) smart home strategy and premium consumer positioning.
Broad incumbents
- Schneider Electric: Schneider Electric sells Wiser smart home energy and automation products, including DIN-rail relays comparable to Shelly's Pro line. Comparable on professional installer channel, energy monitoring, and KNX-protocol coverage.
- TP-Link (Kasa / Tapo): TP-Link's Kasa and Tapo brands sell consumer smart plugs, switches, bulbs, and cameras through global retail. Comparable on affordable mass-market smart home hardware and broad geographic retail presence.
- Tuya: Tuya is a leading IoT cloud platform powering thousands of white-label and branded smart home devices. Comparable as the underlying ecosystem many competitors (including Sonoff-class brands) use, while Shelly builds proprietary hardware on top of similar protocols.
- ABB: ABB's ABB-free@home and KNX-based building automation platforms compete with Shelly Pro in professional/commercial installations. Comparable on DIN-rail form factor, KNX, and professional electrician channel.
- Signify (Philips Hue): Signify owns Philips Hue and WiZ smart lighting lines, plus broader connected lighting. Comparable as a major smart home incumbent competing in lighting, switches, and ecosystem integrations where Shelly also plays.
Direct peers
- Aqara: Aqara makes multi-protocol (Zigbee, Thread/Matter, Bluetooth) smart home sensors, switches, and controllers for DIY and installer channels. Closely comparable to Shelly on product breadth, pricing tier, and Matter/multi-protocol positioning.
- SwitchBot: SwitchBot offers retrofit smart home devices including switches, sensors, locks, and curtains. Comparable to Shelly's retrofit-first approach, multi-protocol devices, and direct-to-consumer e-commerce-led GTM.
- Sonoff (ITEAD): Sonoff manufactures low-cost Wi-Fi smart switches, relays, and sensors targeting DIY smart home users. Directly comparable on price points (similar EUR-denominated SKUs), retrofit use case, and global e-commerce distribution.
Regional players
- Bosch Smart Home: Bosch Smart Home offers European-centric smart home controllers, sensors, and thermostats with strong installer and utility partnerships. Comparable on European retrofit focus, professional product line, and energy-management positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Shelly social profiles
Digital presenceShelly compliance and trust
Trust signalCompliance3 records
Shelly financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shelly leadership team
Management profileNumber of profiles
Profiles4 records
Shelly subsidiaries and ownership
Company hierarchySubsidiaries2 records
Shelly funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shelly M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shelly
What does Shelly do?
Shelly designs, manufactures, and sells a broad portfolio of multi-protocol smart home and building automation devices — including Wi-Fi/Bluetooth/Zigbee/Z-Wave/Matter relays, dimmers, smart plugs, energy meters, sensors, wall displays, smart locks (LOQED), and DIN-rail mounted professional devices. The hardware is managed via the Shelly Smart Control app and Shelly Cloud platform, with a Premium subscription tier for advanced automation. Products are sold through Shelly's own e-commerce storefront, retail partners, distributors, and a verified installer network across more than 100 countries.
Is Shelly a public or private company?
Shelly is a public company. It is classified as public and is currently operating.
When was Shelly founded?
Shelly was founded in 2015. It employs 251 to 500 people.
Where is Shelly based?
Shelly is headquartered in Sofia, Bulgaria, in the Europe region.
How does Shelly make money?
Three revenue lines are on record. Hardware device sales are the primary driver. The others are shelly Cloud Premium subscription and software and SaaS services (emerging).
Who are Shelly's main competitors?
Eve Systems is listed as an emerging player. Broad incumbents are Schneider Electric, TP-Link (Kasa / Tapo), Tuya, ABB and Signify (Philips Hue). Direct peers are Aqara, SwitchBot and Sonoff (ITEAD). Bosch Smart Home is listed as a regional player.
Does Shelly have an API?
Yes. Shelly exposes a public API. Developer documentation is at shelly-api-docs.shelly.cloud.
What industry is Shelly in?
Shelly's product category is Smart Home Automation. Its primary akta.pro industry code is HSAPAQAA, Smart Home Hubs, Controllers & Voice Assistants. Its NAICS code is 3342 and its SIC code is 3576.