Last updated
Bulgarian smart-home hardware with local Wi-Fi and Bluetooth relays, sensors, energy meters and plugs featuring open APIs, Matter support and Home Assistant integration.
European consumer products alternative based in Bulgaria.
Shelly is a Bulgarian smart-home brand producing Wi-Fi and Bluetooth relays, sensors, plugs and energy meters for residential and commercial automation. Designed and manufactured by Allterco Robotics in Sofia, Shelly devices are trusted by DIY enthusiasts, electricians and integrators worldwide for their compact form factor and open local API.
Every Shelly device exposes an HTTP and MQTT API, works without a cloud account, and integrates natively with Home Assistant, openHAB, Node-RED, Apple HomeKit (via bridges) and the Shelly Cloud app. The product family covers single-channel relays, dimmers, roller-shutter controllers, three-phase energy meters and multi-sensor devices.
Key features:
- Local HTTP and MQTT APIs that work fully offline without cloud lock-in
- Compact DIN and in-wall form factors fitting behind existing switches or in consumer units
- Home Assistant, openHAB and Node-RED integrations maintained by the community
- Energy monitoring with per-circuit kWh tracking on Shelly Pro and EM devices
- Over-the-air firmware updates via the Shelly app or local web UI
- Scripting support on Gen2 devices through embedded mJS for custom automations
- Matter support rolling out across Gen3 and Pro lines
Shelly is headquartered in Sofia, Bulgaria, through Allterco Robotics EAD — a company listed on the Bulgarian Stock Exchange and Frankfurt Xetra. Devices meet EU CE, RoHS and RED directives, and the optional Shelly Cloud is hosted in the EU under GDPR.
Trusted by 3M+ users and thousands of professional installers across Europe, Shelly is the go-to choice for builders who want affordable, cloud-optional smart-home hardware.
Categories
European alternative to
Head-to-head comparisons
See how Shelly stacks up side-by-side against the non-EU incumbent on jurisdiction, GDPR, pricing, and features.
Similar European alternatives
Home Assistant
Open-source home automation running entirely locally — control 3,500+ smart home integrations with no cloud dependency, no subscription, and no data leaving your home.
Shopware
Build, scale, and customise your online store with an open-source commerce platform — headless-ready, B2B-capable, and trusted by 100,000+ merchants across Europe.
openHAB
European consumer products alternative based in Germany.
Puma
Global sports brand designing performance footwear, apparel and accessories for football, running, training, motorsport and lifestyle across 120+ countries.
Gigaset
German telecom manufacturer — Europe's market leader in landline phones and one of few companies still making 'Made in Germany' smartphones. Consumer, business, and elderly-friendly ranges.
