Rebl Industries signs AI-powered robot deployment deals with H&M, IKEA

Swedish robotics company Rebl Industries announced it has signed framework agreements with global fashion and design companies H&M and IKEA Svenska AB to deploy its robots-as-a-service (RaaS) offerings.

Rebl said its AI-powered robots have been successfully used in real production environments for years. They are designed to automate tasks like sorting, palletizing and depalletizing - relieving warehouse staff from repetitive and physically demanding work.

Rebl said its robots are deployed rapidly as a performance-based service, without requiring a large upfront investment, an approach that is challenging traditional automation models.

Rebl looks to expand globally

Now, Rebl said it is entering a new phase through its comprehensive agreements with H&M and IKEA.

Since the summer of 2024, H&M has been using Rebl's robots at its Nordics online sales warehouse in Sweden. Rebl said this combination of process supporting technology and teamwork has produced positive results by enhancing production predictability and efficiency. More locations are planned to follow.

"We're excited to partner with international companies like H&M and IKEA,” said Nicholas Tengelin, new CEO of Rebl Industries. “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.”

Rebl said Tengelin’s experience as a seasoned executive from the automotive industry, having held senior leadership roles at Volvo Cars, Hedin Mobility Group and Hogia will help accelerate its global expansion. He is the company’s first external CEO, and his mandate is to rapidly scale and industrialize Rebl's position as the global leader in next-generation robotics.

RaaS model from Rebl

While robotic automation has long been common in automotive and industrial manufacturing, the warehousing industry is now going through a similar transformation, Rebl said.

The company said it is disrupting the industry by offering robots-as-a-service, with the unique advantage that customers pay for the work performed rather than the hardware itself.

The robots, equipped with proprietary software, AI and advanced sensors, can identify, pick, move and load unsorted goods of varying sizes and packaging in real time. They feature an intuitive interface for human interaction and are part of a neural network that enables shared learning, continuously improving their performance.

"This is just the beginning. Bringing Nicholas onboard is a major step toward building a leading robotics hub and scaling our solutions globally,” said Alexander Westerling, co-founder of Rebl Industries and CEO of Pulsen Fusion. “With his leadership, alongside our talented team and strong partnerships, Rebl Industries is well-positioned to make a meaningful impact in warehouse robotics.”

Founded in 2018, Rebl Industries operates out of Gothenburg, Borås, and Skövde in Sweden. Since 2021, the company has been backed by the privately owned Pulsen Group, led by Jonus Bartholdson.