Bestseller, which owns brands such as Jack & Jones, Vero Moda, and Only led the series B1 funding round through its innovation and investment arm, Invest FWD.
This financial injection was joined by existing investors including CTW Venture Partners, SRI Capital and MacDonald Ventures.
Go deeper with GlobalData
The funds will enable the autonomous sewing technology firm to broaden its product range, extend its reach into new markets, and enhance its research and development efforts.
The collaboration is also seen as a strategic move for Bestseller as it aligns with its broader initiative to refine its supply chain and reduce environmental impact while enhancing transparency.
Softwear Automation’s proprietary Sewbot technology is expected to play a crucial role in this transformation, promoting circularity and demand-driven manufacturing within the apparel industry.
Sewbot is an autonomous sewing solution that integrates robotics, machine vision, and AI/machine learning to create a scalable, localised, and sustainable approach to apparel production.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataBestseller CFO Thomas Børglum Jensen will join the board of Softwear Automation as part of the partnership.
Jensen said: “At Bestseller, we look for innovations that can support progress and changes in the fashion industry. We believe that Softwear Automation can help address some of the key challenges we face across the industry – from speed and flexibility to reducing the environmental impact of garment production. We are pleased to support its development and look forward to exploring how its advanced technology can help us move forward.”
The fresh capital is earmarked for hastening the completion of Sewbot technology tailored for t-shirt production.
“This partnership with Bestseller and the support from Invest FWD are not just a vote of confidence in our technology — they are a powerful catalyst for the future of on-demand and localised apparel manufacturing,” Softwear Automation chairman and CEO Palaniswamy “Raj” Rajan stated.
Bestseller’s contribution to Softwear Automation’s funding is part of its broader strategy to support innovation within the fashion sector through various recent investments.
With over Dkr200m ($31m) allocated towards pioneering companies, Bestseller said it is committed to sourcing materials that not only meet its requirements but also propel the entire sector forward.
Bestseller sustainability head Dorte Rye Olsen said: “When it comes to transforming the fashion industry, it is necessary with a diversified focus. The fashion industry is still linear, so it is crucial for us to also invest in innovative recycling technologies that can transform the clothes we wear today into new garments for the next generation. We have been doing this for several years, and we will intensify these efforts going forward.”
