Ambitious ideas & brilliant implementation

Who we are

Shelly is one of the fastest growing IoT brands in the world with devices, providing solutions for home and buildings smart automation. Inspired by our consumer’s dream to live calmly and happily, we create our devices with attention to the smallest details. This is possible thanks to a team of young and talented developers devoted to producing easy to set up and use, yet competitive and innovative products. For only several years, Shelly has already conquered over 100 markets. The company has two headquarters – one in Europe and one in the United States. The European office is located in Bulgaria’s capital city – Sofia. The United States office opened doors at the end of 2019 and is located in Las Vegas, Nevada.

Distributors and resellers
Devices sold

Our values


Independent and flexible

We provide flexible home automation solutions, entirely adjustable to customer’s needs. All Shelly devices can work independently or as part of other home automation platforms, providing modular, step by step automation based on customer’s preference.

Exceptional value for money

In our mission to achieve the best value for money, we create high quality products and provide our customers with professional support, as well as full devices warranty.

Open and approachable

We learn together and we grow together! That is why transparency in solving issues and listening to customers suggestions are the key ingredients in our mission to constantly improve our devices and services.

Innovative and curious

We are constantly striving for new solutions in our mission to make IoT simple and acceptable for every customer.

Our devices

Executive team

Dimitar Dimitrov

Group CEO of Allterco and Head of the R&D division

Svetlin Todorov

US Operations CEO and Business Relations

Mirce Atanasovski

Chief Commercial Officer

Svetozar Iliev

Chief Financial Officer