Shelly

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

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

• Smart home devices
• IoT home automation
• Smart energy monitoring
• Professional DIN-rail devices
• Multi-protocol automation

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core 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

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core.

• ZendurecoreTechnology or Integration · 22 June 2026Zendure 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)coreTechnology or Integration · 8 June 2026HomeSight, 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.
• EcoFlowcoreStrategic or Co-development Partner · 18 December 2025Shelly 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.coreChannel Partner/ Reseller/ Distributor · 5 December 2025Moonup 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.
• ScrewfixcoreChannel Partner/ Reseller/ Distributor · 5 December 2025Shelly 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.coreTechnology or Integration · 9 July 2024Shelly 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

Emerging 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

• Xx.com/shelly_iot
• YouTubeyoutube.com/channel/UCbsZRChOGBmMXx9-6PhCxdw
• Facebookfacebook.com/allterco
• Instagraminstagram.com/shelly.iot
• LinkedInlinkedin.com/company/home

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shelly