Bulgarian Internet of Things (IoT) products maker Shelly Group said on May 7 it is opening a subsidiary in Poland as part of its strategy to further expand in key geographic regions.

A month earlier, Shelly Group said it plans to exit the US and move its production to Bulgaria or another country in the region.

On May 7, the company’s Bulgarian unit, Shelly Group SE, said in a press release on its website that the expansion to Poland takes place “in an environment of economic dynamism and technological optimism” in which the company can benefit from the rapidly growing demand for smart home automation solutions.

“Poland is a priority market within our geographic expansion plans. The country is not only experiencing sustained economic growth, but also a sharp increase in demand for intelligent automation solutions – ideal conditions for our products. With Adam Krużyński at the helm of the new subsidiary, we are in an excellent position to establish our brand sustainably and realize the market potential in Poland. We expect significant sales and earnings contributions from as early as 2026,” Wolfgang Kirsch, Co-CEO of Shelly Group SE, said in the press release.

The company appointed Adam Krużyński, former global sead of sales at Nice Group and former CEO of Fibaro Group, as head of the Polish subsidiary.

 “I am delighted to take over the market responsibility for Poland – one of the most dynamic and exciting smart home markets in Europe. Shelly has a strong product portfolio that is perfectly tailored to the needs of modern households and smart buildings. My aim is to firmly establish the Shelly brand in Poland, build new sales partnerships and drive forward the technological expansion of our solutions in a targeted manner,” Krużyński said in the press release.

Shelly Group noted that market research by Statista has shown that the smart home market in Poland is estimated to be worth around €1.2bn this year and the annual growth is seen at between 10% and 12% until 2027. The expected increase is driven by the growing demand for connected devices and solutions for energy efficiency, security and convenience in households and small businesses, Shelly Group noted.

“According to forecasts, around 35% of Polish households will be equipped with at least one smart home device by 2027. This development is supported by factors such as increasing digitalization, growing interest in sustainability and the availability of cost-effective IoT solutions,” the company said.

Shelly Group SE develops, designs and distributes IoT and smart building solutions for DIY and professional users.