SuperCircle, whose partners include J.Crew, Guess, Reformation, FIGS and Parachute Home, said the funding propels its expansion as the "critical AI-powered operating system solving retail’s vast and growing end-of-life problem."
SuperCircle provides the operating system retailers need to capture value from would-be waste while complying with new Extended Producer Responsibility (EPR) regulations, holding brands accountable for end-of-life processing.
The company’s AI-powered proprietary sort engine determines the most profitable and sustainable next life for every item — capturing and traceably and responsibly routing damaged and low-value returns, excess and obsolete inventory, production scraps, and post-consumer trade-in garments across the continental US and Canada.
SuperCircle ingests 50+ garment-level data points to create a digital twin of each textile, building a rapidly compounding dataset that continually strengthens its sortation engine. This intelligence drives measurable cost savings, reduces waste handling and write-downs, and unlocks incremental revenue streams. Brands are provided with the data and digital infrastructure required to operate in the next era of retail — where every produced asset’s utility and value must be maximised long past production.
“In my early career inside major retail supply chains, I saw firsthand how much product was written off or discarded annually, garnering only pennies on the dollar because there were no better, viable end-of-life pathways,” said Chloe Songer, CEO and co-founder of SuperCircle. “We built SuperCircle to give retailers a scalable, financially sound system for end-of-life, enabling value generation from textiles long after purchase via consumer trade-in, and drastically reducing supply chain losses on excess, damages, and returns — capturing maximum value from every t-shirt, sneaker, sheet set, and handbag produced.”
The company says the Series A funding will accelerate its technology development, expand supply chain integrations, grow its processing and reverse logistics footprint, advance data architecture for seamless compliance reporting, and support rapid onboarding of enterprise retailers.
“Retail needs a turnkey system that flips the script on its waste reckoning — turning would-be cost centres into revenue streams,” added Nisha Dua, managing partner at BBG Ventures. “SuperCircle has built the digital infrastructure to move the industry beyond incremental fixes and point solutions, enabling an entirely new system at scale.”
“SuperCircle is giving retailers unprecedented visibility and control at end-of-life, an area historically dominated by opaque, low-value liquidation,” said Jaclyn Hester, partner at Foundry. “Their platform is the new industry standard for waste management infrastructure, delivering regulatory readiness, measurable impact, and profitable financial outcomes.
