Ambitious ideas and brilliant implementation
Shelly USA is dedicated to providing innovative products and solutions to the Americas. Our award-winning Shelly brand products offer intelligent, flexible and powerful IoT applications for virtually any electrical system or circuit. Shelly combines open APIs and compatibility with virtually any SCADA, building management, hub, or open platform.
A division of Shelly, headquartered in Sofia, Bulgaria, Shelly USA products are available for direct purchase and sold through distribution channels. For more information visit Shelly.com
Fast facts
100
Countries
10000000
Devices sold
90
Distributors and resellers
Our values
Independent and flexible
We provide flexible automation solutions, entirely adjustable to your needs. All Shelly devices can work independently or as part of other automation platforms, providing modular, step by step automation based on your preference.
Exceptional value for money
In our mission to achieve the best value for your money, we create high quality products and provide our customers with professional support, as well as a full warranty on all of our devices.
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
Meet our team
Tech visionaries with impressive industry experience!
Svetlin Todorov is an entrepreneur with over 20 years of experience in telecommunications, media, advertising and technology. He started first business in 1997 when he founded an international advertising agency. The company stands out with a broad portfolio of clients, with a special focus in FMCG, offering one of the best BTL services nationwide and its own network of representatives across the country. Later, he focused on the outdoor advertising sector by establishing. His business ventures did not stop there and together with Dimitar Dimitrov the partners established Teracomm. The company gained momentum around 2003 by offering mobile services, mobile marketing, and notifications. At that time, Svetlin Todorov was serving as a co-CEO of the company, as well as CEO of its US-based division, Global Teracomm. For nearly 20 years, Teracomm has been a leader in the commercial and technical provision of products and services for the mobile and entertainment industries. The company grew beyond the borders of Bulgaria, went public on the Bulgarian stock exchange and was restructured into the Allterco holding – currently Shelly Group AD. Svetlin Todorov is managing director of Shelly US Inc. and overseas the company's business partnerships.
Wolfgang Kirsch has 25+ years of experience in consumer electronics retailers across Europe. Before heading Shelly Group AD Wolfgang Kirsch held a senior position at MediaMarktSaturn Retail Group until 2018, most recently as Chief Operating Officer.
After driving expansion into numerous countries, he was most recently responsible for the development of own brands, the digitalization of the retail business, and the linking of online and offline channels across 14 countries, among other things. After MediaMarktSaturn, Kirsch supported international corporations and medium-sized companies in their digital transformation and the development of direct-to-consumer businesses through his own consulting company, as an external consultant at McKinsey & Company, and on behalf of private equity companies.
As CEO of Shelly Group AD, Wolfgang Kirsch focuses on the development and expansion of Shelly Group's business through sales and marketing in the respective countries.
Dimitar Dimitrov is an entrepreneur with more than 25 years of experience in technology, telecommunications and IoT. He demonstrated an entrepreneurial spirit in his early years when he founded his first company shortly before graduating from high school. Later, he founded the cable TV company REAL TV, which provides services in various cities in Bulgaria. His passion for technology and the realization that there was not enough technology media in Bulgaria, led him to establish the periodicals PC Review, Computers and Peripherals and GSM Review. Dimitar Dimitrov's business ventures continued by establishing Teracomm. The company gained momentum around 2003 by offering mobile services, mobile marketing, and notifications. Teracomm’s business expanded beyond the borders of Bulgaria, later the company went public on the Bulgarian stock exchange and was restructured into the Allterco holding. One of the partners in the company was Svetlin Todorov, with whom Dimitar Dimitrov later founded Shelly Group AD. Allterco's business began to diversify from providing telecommunications services into automation and IoT. The first step in that direction was the development of smart home management products under the Shelly line. The idea behind Shelly is to offer products so that users without deep technical knowledge can use them. Allterco's revenue continues to grow, driven forward by smart device sales, with over 120 million homes in Europe and the US using the company's products in 2022, according to a study by Research and Markets. In 2023, the holding company rebranded to Shelly Group, with the new name reflecting the leading market position of Shelly-branded products and also serve to unify the brand identity across the Group.
Tim Young heads up North American distributor relations for Allterco Robotics US, makers of the award-winning Shelly automation and IoT products. Shelly’s line of proven smart relays, plugs and sensors are uniquely designed to deliver the flexibility and connectivity needed to make smart buildings and IoT solutions a reality.
He has more than 25 years of experience building relationships across the electrical wholesale and smart home automation industries. He is focused on building Allterco’s distribution network across the United States, Canada and Mexico.
Prior to joining Shelly, Tim was a partner and president of Interstate Electric and continued to lead and grow the company after its acquisition by Crescent Electric Supply Company, one of the largest electrical distributors in the United States. He has also served as a regional vice president and board member for the National Association of Electrical Distributors.
Doug Roberson is the Chief Technology Officer at Shelly USA, makers of the award-winning Shelly smart home products. Shelly’s line of proven smart relays, plugs and sensors are uniquely designed to deliver the flexibility and connectivity needed to make home automation, smart buildings and IoT-based products a reality.
Doug is often tapped by the media as a home automation and IoT expert and is the leading technical liaison between Shelly and its network of North American distributors, OEM partners and installers. He also collaborates with third party partners to foster continued Shelly product compatibility and integration along with helping manufacturers improve the ways in which they use Shelly’s solutions.
Doug has been building computers, experimenting with electronics, and working on networks since his teens. Prior to joining Shelly, he developed Xeebot, a WiFi-based home security system, and worked as a software engineer.
