BESTSELLER Leads $20 Million Investment in Softwear Automation to Accelerate Sewbot Apparel Production

BESTSELLER Leads $20 Million Investment in Softwear Automation to Accelerate Sewbot Apparel Production

(IN BRIEF) BESTSELLER has led a $20 million Series B1 funding round for Softwear Automation to speed up the development and scaling of its Sewbot technology for automated t-shirt production. Made through BESTSELLER’s Invest FWD platform, the investment also brings BESTSELLER CFO Thomas Børglum Jensen onto Softwear Automation’s board. The funding will support R&D, production capacity expansion, and the completion of garment robotics technology. This aligns with BESTSELLER’s broader sustainability strategy, which has invested over DKK 200 million into innovative companies driving fashion industry transformation, including recycling technologies. The collaboration aims to deliver faster, more flexible, and environmentally responsible garment manufacturing.

(PRESS RELEASE) BRANDE, 12-Aug-2025 — /EuropaWire/ — BESTSELLER, the Danish fashion group behind JACK & JONES, VERO MODA, and ONLY, has led a $20 million Series B1 funding round for Softwear Automation, a technology innovator pioneering fully autonomous garment-sewing robots known as Sewbots. The investment, made through BESTSELLER’s dedicated innovation and investment platform Invest FWD, will accelerate the completion of Softwear Automation’s robotics technology for automated t-shirt production, expand manufacturing capacity, and advance research and development. Existing investors also participated in the round.

As part of the new partnership, BESTSELLER’s Chief Financial Officer Thomas Børglum Jensen will join the board of Softwear Automation. “At BESTSELLER, we look for innovations that can address the fashion industry’s most pressing challenges — from improving speed and flexibility to reducing environmental impact,” Jensen said. “We believe Softwear Automation’s technology can help tackle these issues, and we look forward to exploring how it can move the industry forward.”

Palaniswamy “Raj” Rajan, Chairman and CEO of Softwear Automation, described the collaboration with BESTSELLER as “a powerful catalyst for the future of on-demand and localised apparel manufacturing.” He emphasised that the investment is not only a vote of confidence in the company’s technology but also a significant step toward revolutionising garment production.

Through Invest FWD, BESTSELLER has committed more than DKK 200 million to innovative companies developing next-generation materials, breakthrough recycling technologies, and other solutions to help transform the fashion industry. Dorte Rye Olsen, BESTSELLER’s Head of Sustainability, noted that the company aims to intensify its focus on shifting the sector away from a linear model, ensuring that today’s garments can be recycled into new clothing for future generations.

By backing Softwear Automation’s Sewbot technology, BESTSELLER is reinforcing its commitment to both innovation and sustainability, aiming to bring speed, flexibility, and environmental responsibility to the ready-made garment industry on a global scale.

Media Contact:

Kasper Reggelsen
Head of Communications
BESTSELLER A/S
communications@bestseller.com.
+45 52 15 10 11

SOURCE: BESTSELLER A/S