Stockholm-based startup Emfas has secured a €600,000 (SEK 6.7M) angel round at a €4.5 million (SEK 50M) post-money valuation to scale its AI-powered product information management (PIM) system. The funding round was led by Greens Ventures, an angel syndicate headed by Dan McCormick, with participation from a roster of well-known investors in the Nordic and UK e-commerce ecosystem.
The backers include Mattias Miksche, David Frykman (Partner, Norrsken), and Karaoke Club’s Nino Subotic and Melinda Elmborg. A number of industry veterans also joined the round, such as Moon-Suck Song (CEO, Panagora), Anton Johansson (CEO, Grebban), Oliver Rhodes (CEO, Nolo Apps), Patric Blixt and Johan von Sydow Licke (Ingrid), and ASKET’s August Bard Bringéus.
Founded in 2024, Emfas integrates directly with platforms like Shopify and Centra, offering retailers AI-driven workflows to streamline catalog management—a notoriously time-consuming part of online retail. The company already counts fashion and lifestyle brands including Nudie Jeans, Paul Smith, Represent, Our Legacy, ICIW, and Widforss among its users.
“E-commerce retailers struggle with every release of a new product. With AI driven workflows, they unlock time to do what they do best instead of drown in admin,” says Vidar Trojenborg, Co-Founder & CEO.
The fresh capital will be used to expand the team and accelerate growth across the Nordics and the UK, as the startup positions itself to become a core tool for retailers looking to cut product launch times from days to seconds.
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Read the orginal article: https://arcticstartup.com/emfas-raises-e600k/
