Swedish fashion retailer H&M has entered into a framework agreement with robotics company Rebl Industries to deploy Rebl’s advanced AI-powered robots. Since mid-2024, H&M has utilized Rebl’s innovative robotic solutions at its online sales warehouse in the Nordic region of Sweden. The next phase of their partnership seeks to establish broader agreements to boost production efficiency and predictability across additional locations.
Rebl’s AI-driven robots have been embedded in actual production environments for several years, automating various tasks that previously relied heavily on manual labor. These robots are equipped to handle sorting, palletising, and depalletising—tasks typically viewed as repetitive and time-consuming for warehouse staff.
Adopting Rebl’s robots-as-a-service (RaaS) model allows businesses to seamlessly integrate these automated solutions into their operations without the hefty upfront costs that often hinder traditional automation methods.
To drive its global expansion efforts, Rebl Industries has appointed Nicholas Tengelin as its first external CEO, tasked with scaling the company’s market influence and establishing its competitive standing.
Rebl highlights that the warehousing industry is experiencing a significant transformation akin to the shifts seen in automotive and industrial manufacturing through robotic automation. Co-founder Alexander Westerling, who also serves as CEO of Pulsen Fusion, emphasized, “Our AI-powered robots quickly step into warehouse operations, supporting a decrease in repetitive tasks for employees and an increase in overall efficiency. This game-changing technology opens new automation possibilities for sectors previously unable to leverage robotics.”
With this partnership, H&M and Rebl Industries are set to redefine the landscape of warehousing, enhancing productivity and setting a precedent for future automation initiatives within the fashion and retail sectors.
