Fashion giant H&M Group has bought a minority stake in Swedish retail technology company Voyado.

Voyado’s technology helps retailers, ecommerce businesses and brands build long-lasting customer relationships from first engagement to loyal advocacy. The platform drives profitable sales by optimising ecommerce, creating personalised customer experiences, and streamlining communication across channels.

H&M (www2.hm.com), a Voyado customer for many years, sees this investment as a natural evolution of their partnership, strengthening collaboration and amplifying the impact of Voyado’s technology across global markets.

“We are really impressed by Voyado’s journey so far,” said Erik Lagerblad, head of H&M Group (hmgroup.com) Ventures. “We’ve seen first hand the difference it makes in creating value at scale. That’s why it makes perfect sense for the H&M Group to deepen our partnership through an investment, which will further support Voyado’s future growth and strengthen their offering for other enterprise customers.”

In recent years, Voyado has achieved an annual growth rate of 35%, capturing significant market share across the Nordics and Benelux. This foundation now underpins the company’s next growth phase: expanding into key markets such as the UK and Germany.

H&M’s global experience and insights should provide valuable support as Voyado continues developing its platform to meet the demands of rapidly changing consumer behaviour. The focus remains on creating flexible, scalable technology that adapts to local market needs and expectations.

“Our ambition is to establish Voyado as northern Europe’s most beloved retail tech companion while maintaining profitability and scalability,” said Erica Sandelin Ekelund, CEO of Voyado. “H&M Group’s investment will provide additional resources and expertise to help us further develop our platform and support an increasingly international customer base, benefiting existing and new customers.”

Voyado’s existing investor base includes Novax, Verdane and eEquity. While H&M will not join the board of directors, its representatives will contribute to the discussion in other forums.

“We continue to see enormous potential in our niche and strongly believe that our retail focus is what creates true value for our customers,” said Ekelund. “We’re ready to take the next step in our growth journey.”

Voyado is a SaaS company helping retail brands create hyper-relevant shopping experiences, increase customer loyalty, and drive business growth. Its AI-powered customer experience cloud includes a product discovery engine with deep product knowledge to predict and respond to visitors’ intentions on ecommerce web sites, and a multichannel marketing platform that offers insights and campaign tools for delivering automated and personalised shopping experiences.

Headquartered in Stockholm, Sweden, Voyado (voyado.com) has more than 300 employees around northern Europe.