Business
Voyado Hits $332M Valuation as Viking Acquires Majority Stake in Swedish AI Retail Firm
Voyado, a Swedish AI-driven retail technology platform, has secured a major investment from private equity firm Viking, which now becomes the company’s majority shareholder, valuing the business at USD 332 million. The deal is pending regulatory approval.
With this new backing, Voyado aims to accelerate its expansion in the United Kingdom and strengthen its artificial intelligence capabilities. Existing investors — Novax, Verdane, eEquity, and H&M Group — will remain stakeholders, along with the company's founders.
Following rapid growth in the Nordics, Voyado is now scaling in the UK market, already partnering with leading retailers and lifestyle brands such as Cutler and Gross, Pour Moi, Ellis Brigham, and Silver Cross.
Voyado exclusively serves the retail sector, delivering AI-powered solutions designed to improve customer loyalty, personalise experiences, and enhance product discovery. This focused approach has helped the company stand out in a competitive tech landscape.
“Retail is our sole focus, and we believe that clarity is what appealed to Viking,” said Co-Founder Johan Bäckarlin at a press conference.
CEO Erica Sandelin Ekelund added: “Our solutions are becoming increasingly vital as retailers adapt to fast-changing and uncertain environments. We help convert one-time buyers into loyal customers without relying on heavy discounting.”
As AI continues to reshape the retail landscape, Voyado’s commitment to tailored, high-impact solutions positions it as a leading player in the omnichannel transformation of modern retail.
