H&M Group announces GreyOrange as a warehouse automation partner

GreyOrange, a provider of AI-powered multi-agent warehouse orchestration and store inventory software, announced that more than 3,800 retail locations globally run on its technology.

The company said that some of the world’s largest retailers, including H&M Group, use its gStore inventory software to increase sales and improve shopper experiences.

Deploying physical AI on the store floor

GreyOrange said that the AI-powered gStore platform, which includes merchandising software and integrates with technologies such as RFID (radio-frequency identification) readers and smart mirrors, has managed approximately 200 million retail inventory items across live deployments. That represents hundreds of millions of jackets, shoes, accessories, pet supplies and more tracked and located within stores.

“Many of the world’s largest retailers run their core operations on GreyOrange,” said Akash Gupta, co-founder and CEO of GreyOrange. “Their scale, operational complexity, and willingness to co-develop the future of omnichannel technology rather than simply adopt it have helped us shape how our platform performs. We’ve reached this milestone of 3,800 stores live thanks to customers like H&M Group, whose deep partnership empowers us to keep building physical AI solutions that fit how busy retailers operate.”

Gupta is one of the keynote speakers for the 2026 Robotics Applications Conference (RAC 26), Robotics 24/7’s annual virtual event. His session, “From Automation to Orchestration: Unlocking the Next Level of Warehouse Performance,” begins at 2 PM EDT (11 AM PDT) on Wednesday, September 16. Register here.

The company said that its gStore platform uses sensor-agnostic technology, including overhead or handheld RFID readers, to locate specific inventory items to within 3 to 5 feet. GreyOrange said that it connects with sales data to inform retailers which SKUs sell the fastest and which get abandoned in fitting rooms, where to place products to optimize sales, and when stock is running low. The company said that this real-time inventory “heat map” helps associates quickly replenish shelves and find items for customers.

GreyOrange said that it operates 130,000 hardware- and software-based agents across stores and warehouses, representing the world’s largest heterogeneous fleet. The physical AI software provider said that it has added 100,000 agents in the last two years as it expands its global footprint among fashion, specialty and general merchandise retailers.

GreyOrange in action at H&M Group

H&M Group rolled out GreyOrange’s warehouse orchestration platform GreyMatter in 2021 at one of its West Coast distribution centers, enabling new omnichannel capabilities and enhanced customer service levels. Since then, the companies said that the partnership has expanded from U.S. distribution centers to a global footprint, with GreyMatter deployed across additional North American facilities and gStore implemented in hundreds of retail locations across three continents, further connecting stores and distribution centers across the network.

“H&M Group constantly explores new technologies that improve how our customers shop and how our teams work,” said David Pino, head of emerging technology at H&M. “Beyond a strong product, scaling technology across our network takes a specialized understanding of how stores, fulfillment operations and inventory flows work together to support a seamless customer experience. With GreyOrange, we’re refining store and fulfillment workflows to meet the speed, complexity and omnichannel demands of global fashion retail.”

GreyOrange said that gStore has driven operational efficiency in H&M Group stores through better inventory management, faster replenishment and increased picking efficiency. In the distribution centers, GreyOrange said that GreyMatter has enhanced fulfillment performance by streamlining order processing, reducing operational costs and speeding up e-commerce deliveries.

H&M Group said that it has launched the AI-powered inventory software in hundreds of locations, and plans to add more.