- Rebl Industries, a Swedish robotics firm, has signed framework agreements with H&M and IKEA to deploy its robots-as-a-service (RaaS) solutions worldwide, marking a major step in the spread of automation across the retail supply chain.
- The company’s AI-powered robots, already in use at H&M’s Nordic online sales warehouse since 2024, automate tasks such as sorting, stacking, and unstacking goods.
- The robots learn through a shared neural network, operate on a pay-per-performance model, and are designed for easy human interaction, lowering the barrier to adoption for companies.
Rebl Industries, a Swedish robotics company, has struck agreements with H&M and IKEA to expand its robots-as-a-service model worldwide, marking a push to bring advanced automation into the global retail supply chain.
The company announced its AI-powered robots will now be deployed under broad framework agreements with the two international retailers. H&M has been using the robots at a Nordic warehouse since mid-2024, with additional sites planned, according to Rebl Industries. IKEA Svenska AB has also signed on to adopt the company’s systems in its operations.
Rebl’s machines are built to automate tasks such as sorting, stacking, and unstacking goods. Equipped with artificial intelligence and sensors, the robots can identify and move unsorted items of different shapes and sizes in real time. The company said the robots learn through a shared neural network, enabling them to improve performance as they process more data across multiple locations. They are also designed with user-friendly interfaces to allow for easy collaboration with human staff.
Rebl’s model of robotics-as-a-service is part of a shift in how automation is sold and delivered, the company said. Instead of requiring companies to buy expensive machines outright, Rebl deploys its systems on a performance basis, charging for the work the robots perform.
To drive its international expansion, Rebl has appointed Nicholas Tengelin as its first external chief executive. Tengelin, who previously held leadership roles at Volvo Cars, Hedin Mobility Group, and Hogia, is tasked with scaling the company into what it calls a global leader in warehouse robotics. Rebl said his experience in industrial operations and global markets will be central to accelerating growth.
“We’re excited to partner with international companies like H&M and IKEA. Our AI-powered robots quickly step into warehouse operations, supporting a decrease in repetitive tasks for employees and an increase in overall efficiency,” Nicholas Tengelin, CEO of Rebl Industries, said in a statement. “This game-changing technology opens new automation possibilities for sectors previously unable to leverage robotics.”
The move reflects a larger trend in warehousing, where retailers are turning to robotics to handle repetitive, physically demanding tasks, the company noted. While industrial robots have long dominated automotive and heavy manufacturing, warehouse automation has lagged. Rebl said its approach, which offers robots as a pay-per-performance service rather than requiring large capital investment, is designed to speed adoption and lower the barrier for companies that have been unable to afford traditional systems.
The technology has been in use for several years in Sweden and is now being scaled globally. Rebl said its partnership with H&M has already improved predictability and efficiency at the retailer’s online sales warehouse in the Nordics. The company said it expects similar results as it rolls out the robots in other locations.
Founded in 2018, Rebl Industries is headquartered in Gothenburg with additional operations in Borås and Skövde. Since 2021, it has been backed by the Pulsen Group, a privately held Swedish technology company led by Jonus Bartholdson. Pulsen has supported Rebl’s expansion as part of its broader strategy to develop technology ventures in areas such as digital infrastructure and automation.
“This is just the beginning. Bringing Nicholas onboard is a major step toward building a leading robotics hub and scaling our solutions globally. With his leadership, alongside our talented team and strong partnerships, Rebl Industries is well-positioned to make a meaningful impact in warehouse robotics,” says Alexander Westerling, Co-founder of Rebl Industries and CEO of Pulsen Fusion.
