Shelly
Bulgarian Wi-Fi smart home devices since 2017
Relays, sensors, plugs and energy monitors that work locally and integrate with major smart home platforms without mandatory cloud lock-in.
About Shelly
Shelly grew out of Allterco Robotics in Sofia and became a leading European smart-home hardware brand under Shelly Group. Its Wi-Fi relays, plugs, rollers and energy monitors emphasize local control, open integrations with Home Assistant and Matter, and compact in-wall form factors popular with installers and DIY users.
Why consider Shelly
- Local API and offline control options on many devices
- Wide integration with Home Assistant, Google, Apple and Alexa
- Compact relays that fit behind existing switches
- Energy monitoring on selected plugs and relays
- European-designed hardware with active developer community
Alternatives
Comparable non-European brands
Nest
United StatesGoogle ecosystem smart home
Ring
United StatesAmazon doorbell and security
Ecobee
CanadaSmart thermostats
TP-Link Kasa
ChinaBudget smart plugs and bulbs
European alternatives
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Brand details
Product categories
Brand ownership
- Shelly Group SE
- Shelly
Market presence
- Direct online store
- Electronics and smart home retailers
- Installer and integrator channels
- Amazon and marketplace listings
- Developer documentation and community forums
Brand timeline
- 2017First Shelly Wi-Fi relay products launch from Sofia
- 2019Product line expands to plugs, rollers and sensors
- 2021Shelly brand scales internationally among DIY smart home users
- 2023Shelly Group lists publicly and expands Matter support
- 2024New generation devices add improved energy monitoring
- TodayMajor European smart home hardware brand