Stockholm-based eComID has acquired Nilum, a Stockholm startup specializing in AI-native second-hand shopping, representing the company's first move into the recommerce sector since its founding in 2023. Financial terms of the transaction were not disclosed, but the deal signals a clear ambition to make fashion commerce smarter and more sustainable. The integration will bring Nilum's technology into eComID's shopper context layer, aiming to improve how consumers discover relevant pre-owned fashion items.
A Strategic Entry into Recommerce
eComID is building a global Shopping Passport that allows shoppers to carry their size, fit, taste, and preference data across a network of connected shopping destinations. The company plans to extend that same shopper context to second-hand products, helping consumers discover pre-owned items that match their established preferences and personal style. Nilum's AI-native technology is designed to reduce friction in a fragmented market and aligns directly with eComID's focus on delivering personalized and useful shopping experiences.
Leadership and AI Expertise
Nilum founder Jonas Fagerlund will join eComID as Head of Recommerce and will lead product development in the new business area. eComID co-founder and CEO Oscar Rundqvist described Nilum's technology as a natural fit and noted that the team had followed Fagerlund's work for a long time. Co-founder and Head of AI Jaime Ferrando added that Fagerlund's AI-native mindset will accelerate both the company's technology roadmap and its broader artificial intelligence ambitions.
Funding and Expansion
The acquisition follows eComID's recent seed round, which the company reported at $17 million and European media reports cited as approximately €14.6 million. The round was led by Systemiq Capital and included participation from Regeneration.VC, Course Corrected, Stadium, and returning investor CapitalT. eComID described the raise as the largest fashion-tech seed round in Europe to date and said it will support international expansion and development of the Shopping Passport.
Addressing a Fragmented Market
Second-hand fashion is becoming an increasingly important part of a circular fashion system, yet finding the right item remains fragmented and time-consuming. By combining Nilum's recommerce capabilities with eComID's shopper context, the company hopes to connect consumers with pre-owned products they are more likely to love and keep. The combination addresses a core challenge in online resale, where item discovery often depends on being in the right place at the right time.
Next Steps
eComID has not yet disclosed specific product timelines, but the company said it will announce what the acquisition will unlock for shoppers shortly. The integration is expected to combine Nilum's recommendation technology with eComID's cross-brand preference data to improve relevance. Over time, this could reduce the guesswork in second-hand fashion and help retailers engage sustainability-minded consumers at greater scale.
Company Background and Trust
eComID works with more than 60 brands and reaches an estimated 20 million shoppers every month. Its investors include H&M Group, Systemiq Capital, Regeneration.VC, Course Corrected, CapitalT, and Stadium, alongside leaders such as former H&M Group CEO Helena Helmersson, Truecaller co-founder Alan Mamedi, King co-founder Sebastian Knutsson, and former Depop CEO Maria Raga. The company is ISO/IEC 27001:2022 certified, SOC 2 Type 2 compliant, and GDPR compliant, reinforcing its commitment to security and data protection.
By bringing Nilum into its operations, eComID is extending the Shopping Passport concept beyond new-item retail and into the second-hand fashion market. The combination of shopper context and AI-native recommerce could help address the fragmentation that often makes pre-owned shopping difficult for consumers. As the integration moves forward, the acquisition may support a cross-brand standard that connects new and second-hand fashion in a more personalized and sustainable way.