Ombori

What Ombori does

Ombori AG is a privately held technology incubator and venture operator headquartered in Switzerland with its principal operating subsidiary OmboriGrid AB (Stockholm, Sweden). The company builds and operates a portfolio of wholly owned technology businesses spanning intelligent retail (Phygrid, formerly Ombori Grid), physical AI infrastructure (PhyStack), digital resilience (Fendops), growth operations (Gallyn), and institutional intelligence (Valoryck). Its core commercial product is Phygrid, a SaaS platform that acts as an integration layer for physical retail environments, unifying POS, PIM, CDP, RFID, ERP, and loyalty systems into a single model and providing a marketplace of ready-to-use applications (self-checkout, queue management, endless aisle, digital signage, selfie mirror, smart recycling, smart fitting rooms) deployable on kiosks, mobile devices, and in-store hardware.

The platform processes over 500 million signals per month and facilitates more than 35 million monthly purchase transactions across deployments in 50+ countries, serving enterprise customers including H&M, IKEA, Target Australia, Dufry, Lindt, BoConcept, Max Fashion, Clas Ohlson, Telenor, and Three. Revenue is generated through multi-year SaaS subscriptions with consumption-based billing in Grid Usage Units (1 GUU = 1 USD), app marketplace purchases, professional services, and premium support/SLA plans, distributed via direct enterprise sales augmented by channel partners (ITAB Shop Concept, The Marketing Store) and a co-development relationship with Microsoft.

Technology is built on Microsoft Azure; the May 2023-launched StoreAI extension adds generative AI capabilities (Azure OpenAI Service-powered chatbots on private retail data, AI shoe fitting via Volumental, AI store mapping via Pointr, and spatial intelligence via Pathr.ai). The company has disclosed approximately SEK 60 million (~USD 5.8M) raised in March 2020 plus a 2021 round of approximately USD 7.1M, with Andreas Hassellöf as Founder & CEO and Björn Ström as Chief Experience Officer. In February 2026, the Ombori Grid platform was rebranded to Phygrid, signaling a sharpened focus on its intelligent-retail positioning within the broader incubator structure.

Name

Ombori

Legal name

Ombori AG

Website

https://ombori.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Ombori AG is a privately held technology incubator whose core operating product Phygrid (formerly Ombori Grid) is a SaaS platform unifying retail systems and powering in-store digital experiences for global enterprise customers including H&M, IKEA, Target, and Dufry.

Ownership category

akta.pro rank

Headquarters

HQ city

Pfaffikon

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Ombori Grid SaaS Subscriptions: Subscription-based access to the Ombori Grid platform, with Tenant Plans containing certain consumption amounts and additional features. Customers pay recurring fees based on subscription tier and usage levels.
2. App Marketplace & Add-ons: Revenue from individual apps and features available through the Ombori Grid Marketplace, including additional installations, premium features, and specialized retail solutions.
3. Professional Services & Custom Development: Custom app development services, implementation support, and consulting for enterprise customers requiring tailored solutions.
4. Support Plans & Service Level Agreements: Optional premium support and service level agreements providing enhanced support, maintenance, and SLA guarantees beyond standard service terms.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

OmboriGrid AB develops and operates Phygrid (formerly Ombori Grid), a SaaS platform for digital experiences in physical retail and other spaces, combining a marketplace of pre-built apps (digital signage, Endless Aisle, Virtual Queues, Selfie Mirror, Sales Remote, RFID Self-Checkout, Smart Recycling Bins, etc.) with a platform for custom application development, certified IoT device integration, and the StoreAI extension that adds ChatGPT-powered retail chatbots, AI shoe fitting (Volumental), and AI store mapping (Pointr). Parent Ombori AG additionally operates a portfolio of incubator companies (PhyStack, Fendops, Gallyn, Valoryck) serving physical AI infrastructure, digital resilience, growth operations, and institutional intelligence.

Product overview

Ombori is a global technology incubator and operator with a portfolio of companies including Phygrid (formerly Ombori Grid), PhyStack, Fendops, Gallyn, and Valoryck. The core operating subsidiary OmboriGrid AB offers the Ombori Grid / Phygrid SaaS platform — a retail digitalization platform that unifies physical store systems (POS, PIM, CDP, RFID, ERP, loyalty) into one model and provides ready-to-use retail apps (Selfie Mirror, Endless Aisle, Virtual Queues, Scan & Go, RFID Self-Checkout, Queue Management, Digital Signage, and more) deployed on kiosks, mobile devices, and digital signage. StoreAI extends the platform with AI capabilities (ChatGPT chatbot, Volumental AI shoe fitting, Pointr AI store mapping) using Microsoft Azure OpenAI Service. The ecosystem integrates with Bambuser for live video shopping, Pathr.ai for spatial intelligence, and Code Corporation for barcode scanning. Phygrid processes over 0.5 billion signals per month and 35 million purchases per month across 50+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• Ombori Grid: The company's core SaaS platform enabling digital experiences in physical spaces, offering a marketplace of ready-to-use apps and a platform for application development. As of February 2026, rebranded as Phygrid.
• Ombori Grid Platform
• Ombori Grid Marketplace

Products and services

• Phygrid (formerly Ombori Grid) Intelligent retail SaaS platform and integration layer unifying in-store POS, PIM, CDP, RFID, ERP, and loyalty systems into one model, with a suite of ready-to-use apps and a developer platform, deployed for enterprise retailers across 50+ countries and processing 0.5B+ signals and 35M+ purchases per month.
• StoreAI for Grid AI extension to Phygrid providing a ChatGPT-powered retail chatbot grounded in private product/inventory/loyalty data, AI-powered store mapping via Pointr, and AI-powered shoe fitting via Volumental, built on Microsoft Azure OpenAI Service.
• Selfie Mirror Interactive voice-activated smart mirror for retail environments with camera for selfies, product browsing, QR-code content handoff to mobile, and optional postcard printing; deployed at H&M Times Square, Lindt Zurich Airport, and other flagship locations.
• Smart Mirror Voice-controlled smart mirror for fashion retail with camera, enabling product/offer browsing by voice, selfies, and bilingual content interaction; originally deployed at Max Fashion's Store of the Future in Dubai.
• Endless Aisle Interactive kiosk and mobile solution that lets customers browse the full retail inventory, check real-time stock, locate items in store via wayfinder, check nearby store availability, and complete online purchases for in-store pickup or delivery.
• Virtual Queues Cloud-based virtual queuing system built with Microsoft that lets customers join a queue via web or QR code and receive SMS/Apple Wallet notifications of wait time and turn, with staff managing queues via phone or tablet; designed for social distancing and crowd management.
• Web2Touch Interactive touchscreen system that displays a retailer's website content in-store, lets customers scan physical items for deeper product details, and hands content off to mobile devices via QR codes.
• Sales Remote Large-screen interactive tool for retail sales staff controlled via mobile, providing access to a retailer's digital media, product information, videos, and the web for in-store customer demos, with content linked to a central data store.
• Dufry Store Assistant Voice- and touch-activated virtual assistant for airport retail that scans boarding passes to show flight info/gate/shopping time, provides interactive product guides for gifts, skincare, fragrances, and liquor, and offers wayfinder and develop-to-home delivery options.
• BoConcept Experience Points Set of three interactive in-store experience points for interior design retail — a video carousel for design inspiration, an interactive style quiz generating a customer profile, and an RFID-enabled product showcase with fabric swatches — built on Ombori Grid and Microsoft Azure IoT.
• PhyStack Physical AI infrastructure platform that manages, controls, and navigates edge devices (edge compute, robots, drones, sensors, displays, gates) via AI agents — the infrastructure layer for the physical world.
• Fendops Digital resilience platform that models an organization's digital perimeter — assets, dependencies, configurations, and threat surfaces — and keeps it current to detect shifts before attackers act.
• Gallyn Growth operations platform combining Agentic CMS, CRM, content generation, and pipeline management into one operational model in which AI agents run the pipeline while humans focus on key relationships.
• Valoryck Sovereign institutional intelligence platform combining OSINT, entities, and regulatory frameworks in one model, with an AI agent that operates the customer's existing risk and security stack.

Quantifiable outcome

• 20% revenue increase, 18% return reduction with AI-powered shoe fitting
• +4 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability8 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• VolumentalcoreTechnology or Integration · 23 May 2023AI-powered footwear fitting solution integrated into StoreAI and Grid. Volumental's FitTech uses 3D foot scanning and AI to recommend best-fitting shoes, with integration enabling inventory lookup and staff notifications for pickup.
• PointrcoreTechnology or Integration · 19 May 2023AI-powered store mapping solutions integrated into Ombori Grid and StoreAI. Pointr's technology uses computer vision and AI to automatically create digital store maps from CAD files, enabling wayfinding for large numbers of stores at scale.
• Etihad AirwaysminorStrategic or Co-development Partner · 14 February 2022Sustainability initiative partnership deploying smart recycling kiosks at Abu Dhabi Sustainability Week. National airline of UAE working with OmboriGrid on environmental programs.
• Pathr.aicoreTechnology or Integration · 2 February 2022Spatial intelligence partnership integrating Pathr.ai's AI-powered platform with Ombori devices and camera assets to provide retailers with real-time location insights and customer movement analytics.
• BambusercoreStrategic or Co-development Partner · 10 December 2020Live video shopping partnership for omnichannel experiences. Joint solution combines Ombori's retail technology with Bambuser's One-to-One live video shopping, enabling unified queue management for physical and online customers.
• The Marketing StorecoreImplementation/ SI/ Consulting Partner · 8 May 2020Agency partner for BoConcept Tokyo concept store deployment. Joint development of interactive Experience Points for interior design retail environment.
• MicrosoftcoreTechnology or Integration · 10 December 2019Strategic technology partnership for cloud infrastructure (Azure) and joint product development. Microsoft collaborated on Smart Mirror for H&M, Virtual Queues system, Store Assistant for Dufry, and Lindt Selfie Mirror. Microsoft Azure powers the Ombori Grid platform and StoreAI leverages Azure OpenAI Service.
• ITAB Shop ConceptcoreChannel Partner/ Reseller/ Distributor · 10 December 2019Retail fixture and shop concept company that develops and deploys Ombori Grid solutions. ITAB Click and Collect powered by Ombori Grid, and customized Grid Endless Aisle for Feridras kiosks in Italy.
• Microsoft SwitzerlandcoreStrategic or Co-development Partner · 30 October 2019Regional Microsoft partnership for Lindt Selfie Mirror deployment at Zurich Airport. Microsoft Switzerland collaborated on voice-activated technology and printed postcard feature.
• VisualArtcoreImplementation/ SI/ Consulting Partner · 1 November 2018Stockholm-based design and technology partner for retail installations. VisualArt collaborated on H&M Smart Mirror design, Sales Remote product design, and Web2Touch systems for multiple clients.
• MicrosoftcoreStrategic or Co-development Partner · 15 November 2017Technical partnership involving Microsoft Teams and Microsoft Dynamics platform integration. Microsoft hosted fashion tech hackathon that led to House of Dagmar app development. Microsoft technology underpins many Ombori solutions.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Market position

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/ombori
• YouTubeyoutube.com/c/OmboriGroup
• Facebookfacebook.com/ombori
• LinkedInlinkedin.com/company/ombori-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ombori