Helena Helmersson, former President and CEO of the H&M Group, has invested an undisclosed amount in the Swedish startup eComID and will also serve as an advisor to the company. eComID was founded in 2023 and has quickly established itself as a company that develops e-commerce infrastructure for the fashion industry. and creates the conditions for minimizing unnecessary returns.
– The fashion industry needs a transformation where profitability and sustainability go hand in hand. eComID is a catalyst that helps fashion brands reduce returns and guide customers toward products they truly love, while minimizing their environmental footprint. “I’m happy to support that change,” says Helena Helmersson, who currently also serves as chair of Circulose and as a board member at On, Mango, and Quizrr.
In early 2024, eComID raised the equivalent of 30.8 million kronor in capital, with CapitalT and H&M Ventures as the largest investors. In addition, a number of private individuals became shareholders, including Madeleine Persson, who is also a former top executive at H&M.
Through AI-driven sizing and commerce, eComID enables companies to guide customers toward better-fitting and more relevant purchases—which is said to increase sales while reducing the return rate. eComID has been named one of Fast Company’s most innovative companies and nominated for Drapers’ Tech Innovator of the Year award. The company’s pre-purchase AI technology is already being used by leading fashion brands, including & Other Stories, J.Lindeberg, Tiger of Sweden, Axel Arigato, Björn Borg, Peak Performance, Haglöfs, and Asket.
“Helena is one of the most respected leaders in the global fashion industry. Having her join our team is a strong endorsement of our mission: to make personalization, profitability, and sustainability mutually reinforcing. Together, we aim to accelerate the transition to smarter and more responsible commerce around the world,” says Oscar Rundqvist, CEO and co-founder of eComID.
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eComID, backed by CapitalT, the H&M Group, and leading business angels, is building Shopping Passport for the internet—a collaborative technology platform that enables personalized experiences across fashion brands. By transforming customer preferences into intelligent pre-purchase experiences, eComID helps brands increase sales while reducing returns.
