#Sweden #Gothenburg #IKEA #H&M #Rebl Industries

Rebl Industries Marks a New Era in Robotics with H&M and IKEA Partnerships

On August 19, 2025, Rebl Industries, a Swedish robotics company, made headlines by signing groundbreaking framework agreements with two global giants in fashion and design, H&M and IKEA. This strategic move aims to usher in a new generation of robotic solutions through a Robot-as-a-Service (RaaS) model, a flexible and cost-effective approach to automation.

For years, Rebl's AI-powered robots have been instrumental in real production environments, performing tasks such as sorting and palletizing. These robots alleviate warehouse personnel from monotonous and physically taxing work, allowing them to focus on more complex duties. Rebl's innovative approach allows businesses to implement these robots without hefty upfront investments, streamlining the transition to automated systems and offering a competitive edge over traditional automation models.

The collaboration officially began in the summer of 2024, when H&M started integrating Rebl's robots within its Nordic e-commerce warehouse in Sweden. This integration incorporates advanced technology that enhances operational processes and teamwork, resulting in improved predictability and production efficiency. Rebl Industries has ambitious plans for further rollouts in additional locations, demonstrating their commitment to expanding their footprint in the logistics sector.

To bolster its global expansion efforts, Rebl has appointed Nicholas Tengelin as its first external CEO. Tengelin, who brings extensive leadership experience from the automotive industry with notable positions at Volvo Cars and Hedin Mobility Group, is tasked with rapidly enhancing Rebl's market position and industrializing its AI solutions in the competitive robotics landscape.

Expressing excitement over the collaboration with H&M and IKEA, Tengelin stated, "Our AI robots are swiftly integrated into warehouse operations, significantly reducing repetitive tasks for employees and improving overall workplace efficiency. This groundbreaking technology opens up new automation possibilities in sectors that previously lacked access to robotics."

While robotics automation has long been prevalent in industries such as automotive manufacturing, the warehouse sector is now undergoing a similar transformation, with Rebl leading the way through its RaaS solutions. An attractive feature of this model is its payment structure: clients pay only for the work completed, not for the equipment itself.

Rebl's robots are equipped with cutting-edge software, artificial intelligence, and advanced sensors that allow them to recognize, lift, move, and load assorted goods of varying sizes and packaging in real-time. Their intuitive interfaces enhance human-robot interaction and are part of a neural network allowing them to learn collaboratively, continuously improving their operational parameters. Such capabilities are still uncommon in traditional automation setups, but Rebl's recent deployments showcase their effectiveness.

Founded in 2018, Rebl Industries is headquartered in Gothenburg, Borås, and Skövde, Sweden. Since 2021, the company has been backed by the private group Pulsen, led by Jonus Bartholdson. Alexander Westerling, co-founder of Rebl Industries and CEO of Pulsen Fusion, remarked, "This is just the beginning. Nicholas's arrival is a significant step toward establishing a leading robotics center and scaling our solutions globally. With his leadership, complemented by our talented team and robust partnerships, Rebl Industries is well-positioned to make a substantial impact on the landscape of warehouse robotics."

For more information about Rebl Industries, visit https://www.rebl.industries/.