Shelly Group continues to expand its footprint across Europe by strengthening its distribution and retail network in key markets, reinforcing accessibility of its smart automation solutions to professionals and end customers alike.
As part of this ongoing development, the company has advanced its presence in Southern and Western Europe, with a focus on Greece, Iberia, and the Nordics - regions that play an important role in Shelly’s long-term growth strategy.
Expanding Market Reach in Greece
Shelly is further strengthening its presence in the Greek market through the expansion of its local partner ecosystem. By onboarding a well-established wholesale electrical distributor with an extensive network of physical locations and a broad installer base, Shelly products are becoming increasingly accessible to professionals and customers across the country.
The collaboration enables the availability of Shelly’s full product portfolio through a wide retail and professional network, complemented by a strong online presence. In parallel, joint initiatives such as technical trainings and onboarding programs are already underway, supporting deeper product adoption and expertise within the partner network.
This step reflects Shelly’s continued commitment to investing in local presence, partner enablement, and long-term ecosystem development in Greece.
Accelerating Growth Across Iberia
In the Iberian region, Shelly is executing a structured channel strategy focused on building a balanced mix of retail, e-commerce, and specialized partners, in close collaboration with its regional partners.
Recent developments include:
- A new retail listing with Bricoman Spain, providing access to professional installers and the semi-professional segment through physical stores.
- The onboarding of PC Componentes, a high-volume e-commerce platform targeting tech-oriented customers and supporting scalable growth through online campaigns.
- The continued expansion of the partnership with Castro Electrónica in Portugal, a well-established local player with strong reach across both retail and professional segments.
Together, these partnerships strengthen Shelly’s position in Iberia by combining broad market access with targeted activation, including trainings, in-store initiatives, and tailored use-case communication to drive adoption.
New Retail Rollout in the Nordics
Shelly is also advancing its retail presence in Northern Europe. Following the successful completion of a dedicated in-store concept, Shelly products are set to be rolled out across all Bauhaus stores in Denmark, further increasing visibility and availability in the region.
This development supports Shelly’s strategy to enhance in-store experience and product positioning, while enabling customers to better explore and understand the benefits of smart automation solutions.
Driving Sustainable Growth Through Partnerships
These developments highlight Shelly’s continued focus on scalable and well-balanced channel expansion, combining strong local partnerships with consistent execution across markets.
By investing in distribution, training, and partner enablement, Shelly is not only increasing product availability but also creating the conditions for sustainable growth and long-term value creation across its key regions.
