SoftBank Robotics Europe

What SoftBank Robotics Europe does

SoftBank Robotics Europe is the EMEA operating subsidiary of SoftBank Robotics Group Corp., a Japan-headquartered robot integrator that designs, manufactures, and commercializes service robots for enterprise customers. The European business is headquartered in Paris with an additional office in London and is part of a group that operates 21 locations across 9 countries. Its product portfolio spans humanoid robots (Pepper, Pepper+), autonomous cleaning robots (Whiz series), food delivery robots (Servi and Keenbot variants), automated cooking robots (STEAMA, FLAMA, CHEFFY, BOTINKIT Omni), and AI-powered security solutions (SBX AI Security, S1 patrol robot). The company's robots use proprietary technologies including emotional recognition AI, autonomous mobile navigation, computer vision, and natural language processing, integrated through the proprietary SoftBank Robotics Universal Data Platform.

The company serves enterprise customers in hospitality, retail, healthcare, and foodservice sectors—including named deployments at Marriott, Hilton, Seven-Eleven Japan, JR Kyushu, and Saiseikai Kazo Hospital—addressing chronic labor shortages and rising operational costs. Its revenue model combines one-time hardware sales (Pepper, Whiz, Servi) with recurring software subscriptions, AI services, maintenance contracts, and professional implementation services. Distribution is hybrid: direct enterprise field sales for large accounts, channel partners and resellers for mid-market and SMB reach, and event-driven demand generation through major trade shows.

Strategic positioning centers on the "Robot Integrator" model launched in 2022, which bundles proprietary and partner robots with consulting, data platform integration, and ongoing managed services. The group holds 55% global market share in commercial autonomous cleaning robots and more than 30,000 Whiz units deployed worldwide. Strategic partnerships with Bear Robotics (Servi), AutoStore (distribution), Keenon Robotics (delivery robots), Gaussian Robotics, icetana AI (security), Iris Ohyama (joint venture), and Matternet (aerial delivery, 2026) extend the portfolio and distribution reach. Recent capital and business moves include a 10 billion yen investment from Iris Ohyama (2025), the acquisition of Gourmet X and CHEFFY from Yo-Kai Express, and a 1.87 million AUD strategic investment in icetana AI.

Name

SoftBank Robotics Europe

Legal name

SoftBank Robotics Group Corp.

Website

https://softbankrobotics.com

Company type

Public

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

SoftBank Robotics Europe is the EMEA arm of SoftBank Robotics Group, commercializing service robots—humanoid (Pepper), cleaning (Whiz), delivery (Servi), cooking (STEAMA/FLAMA), and security (SBX S1)—to enterprise customers in hospitality, retail, healthcare, and foodservice through direct sales and channel partners.

Ownership category

akta.pro rank

Product category

Service Robotics

NAICS

Commercial and Service Industry Machinery Manufacturing (33331), Food Product Machinery Manufacturing (333241)

SIC

Special Industry Machinery, Nec (3559)

akta.pro primary industry

Humanoid & General-Purpose Robots (HDAAAIAJ)

akta.pro secondary industries

Service & Hospitality Robots (HDAAAIAB), Robot Software, Autonomy Stacks & Simulation (ROS, digital twins) (HDAAAIAK), Smart Cleaning & Domestic Robotics (Robot Vacuums/Mops, Lawn Robots) (HSAPAQAK)

Keywords

• Service robotics solutions
• Autonomous cleaning robots
• Humanoid service robots
• Food service automation
• Robot integration services

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Robotics Hardware Sales: Sale of autonomous service robots including Pepper, Whiz, and Servi. Hardware is sold as a one-time capital purchase, with ongoing software support and maintenance contracts as an adjacent revenue stream. Prices vary by model and configuration, with enterprise deployments typically involving multiple units.
2. Software Subscriptions and AI Services: Ongoing software updates, AI model improvements, cloud connectivity, analytics dashboards, and remote monitoring services are delivered through recurring subscription contracts. Servi's AI security capabilities are delivered as a service with per-location or per-subscription pricing.
3. Professional Services and Implementation: Deployment, configuration, site mapping, staff training, and ongoing operational support services are provided as paid professional services engagements. These are typically one-time or annual retainer engagements tied to initial deployments or expansion.
4. Maintenance and Support Contracts: Annual maintenance agreements covering hardware servicing, software updates, remote diagnostics, and priority support. These are recurring revenue contracts with annual billing cycles.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

SoftBank Robotics Europe is the EMEA regional entity of SoftBank Robotics Group, operating as a robot integrator that designs, distributes, and supports service robotics including humanoid emotion-recognition robots (Pepper/Pepper+), autonomous commercial cleaning robots (Whiz series), tray delivery robots (Servi), and automated cooking robots (STEAMA, FLAMA). The company sells these robots alongside recurring AI software subscriptions, maintenance contracts, and professional deployment services to enterprise customers in hospitality, retail, healthcare, and foodservice across Europe, the Middle East, and Africa.

Product overview

SoftBank Robotics operates as a Robot Integrator providing a comprehensive portfolio of service robots and solutions. The core product lineup centers on three categories: (1) Humanoid robots led by Pepper/Pepper+, the world's first emotion recognition humanoid robot enhanced with generative AI; (2) Autonomous cleaning robots including the Whiz series (Whiz, Whiz i, Whiz B, Whiz P, Whiz V) which dominate the global market for professional autonomous cleaning robots; and (3) Foodservice robots including tray delivery robots (Servi, Servi Plus, Keenbot series, BellaBot, KettyBot, PuduBot) and automated cooking robots (STEAMA, FLAMA, BOTINKIT Omni, CHEFFY). The portfolio extends to AI-powered security solutions (SBX AI Security, SBX Security Robot S1) and logistics automation through partnerships (AutoStore, BALYO, LSROBOT). The SoftBank Robotics Universal Data Platform enables integrated operations across these diverse product categories.

Differentiator

Problem solved

Functional benefit

Brands

• Pepper: World's first emotion recognition personal robot, launched June 5, 2014. Active in commercial, educational, and care facilities globally.
• Whiz
• Servi
• STEAMA
• FLAMA
• CHEFFY
• S1
• SBX AI Security

Products and services

• Pepper / Pepper+ Humanoid Service Robot The Pepper/Pepper+ humanoid service robot stands 121cm tall, features voice interaction, tablet display, facial recognition, and emotion recognition, and is deployed in hospitality, retail, healthcare, education, and customer service settings globally. Pepper+ adds generative AI for natural dialogue and supports Japanese, English, Chinese, and Korean communication.
• Whiz Autonomous Cleaning Robot The Whiz series is an AI-powered autonomous vacuum cleaning robot for carpets and floors, using BrainOS autonomous driving technology. The robot creates and memorizes cleaning area maps, then operates autonomously with multi-sensor obstacle detection and avoidance. Whiz holds the world's No. 1 market share in professional autonomous cleaning robots (55%) with over 30,000 units deployed globally.
• Servi Tray Delivery Robot Servi is a tray delivery robot developed with Bear Robotics for restaurants, hotels, inns, and retail stores. It features superior obstacle detection, 360-degree tray loading, automatic return with weight sensors, and smooth movement. Servi delivers dishes and beverages, collects dirty dishes, and patrols designated routes. AI-powered indoor security surveillance is delivered as an extension via the SBX AI Security platform.
• STEAMA Steam Cooking Robot STEAMA is a steam-based cooking robot that uses high-pressure, high-temperature steam to rapidly cook frozen foods, preparing noodle dishes in approximately 90 seconds and recreating fresh-boiled noodle texture. It features simple one-touch operation requiring no specialized skills and is deployed at Seven-Eleven stores in Saitama prefecture and at the Osaka/Kansai Expo.
• FLAMA Flame Cooking Robot FLAMA is a flame-based cooking robot that automates the entire cooking process from ingredient and seasoning dosing to stirring, mixing, thickening, plating, and post-cooking cleaning. It integrates with SyncKitchen recipe management software for consistent chef-quality results, and one operator can manage three FLAMA units delivering output equivalent to three chefs.
• SBX Security Robot S1 The SBX Security Robot S1 is an autonomous AI-powered patrol security robot weighing approximately 60kg and standing 140-150cm tall. It features fall/fight detection, unauthorized intrusion detection, customized detection definitions, patrol security, alerts, autonomous navigation, and obstacle avoidance, with 10-hour continuous operation capability.
• SBX AI Security Software (ICETANA AI) SBX AI Security is an AI-powered security solution using ICETANA AI video analytics technology to automatically detect abnormal behaviors and unexpected events in real-time from existing surveillance cameras. It integrates with SoftBank Robotics robots and automation technologies for security and monitoring efficiency in commercial facilities.
• SoftBank Robotics Universal Data Platform The Universal Data Platform is a proprietary data platform enabling unified management and operation of SoftBank Robotics' diverse robot product groups. It integrates robot operation data, facility/customer data, sensor data, and business systems (POS, seating management, ordering/payment, and shift management systems) to optimize facility operations and enable data-driven decision making across multiple sites.

Quantifiable outcome

• Over 30,000 Whiz commercial cleaning robot units deployed globally
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability12 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• MatternetminorStrategic or Co-development Partner · 1 January 2026SoftBank Robotics Group announced a strategic partnership with Matternet (2026) for last-mile autonomous delivery solutions. Matternet provides autonomous aerial delivery drone technology while SoftBank Robotics brings indoor ground robot delivery capabilities and global distribution infrastructure, creating an end-to-end delivery ecosystem.
• RSC (Arushee)minorStrategic or Co-development Partner · 1 January 2025SoftBank Robotics Group entered into a capital and business partnership with RSC (operational brand: Arushee) in 2025 for AI security solutions. RSC provides AI-powered indoor security monitoring technology that complements SoftBank Robotics' Servi robot platform, with SoftBank providing capital investment and go-to-market support.
• Yo-Kai ExpresscoreOEM/ Whitelabel/ Licensing Partner · 1 January 2024SoftBank Robotics Group acquired the CHEFFY business from Yo-Kai Express in 2024, integrating Yo-Kai Express's autonomous cooking and food automation technology into its food service robotics portfolio. This acquisition strengthens SoftBank Robotics' STEAMA food automation platform by adding CHEFFY's automated cooking capabilities.
• Keenon RoboticscoreStrategic or Co-development Partner · 1 January 2022SoftBank Robotics Group established a global partnership with Keenon Robotics, a leading provider of service robots for the service industry. The partnership expands SoftBank Robotics' product portfolio with Keenon's food delivery and hospitality robot solutions, leveraging SoftBank's global distribution capabilities.
• Gaussian RoboticsminorStrategic or Co-development Partner · 1 January 2022SoftBank Robotics Group partnered with Gaussian Robotics to expand its autonomous cleaning robot offerings. Gaussian Robotics provides additional commercial cleaning robot technology that complements the Whiz portfolio.
• AutoStorecoreChannel Partner/ Reseller/ Distributor · 1 January 2021SoftBank Robotics Group entered into a global distributor contract with AutoStore for the distribution and deployment of robotics solutions. AutoStore is a global leader in warehouse automation and provides SoftBank Robotics with an established global distribution channel, particularly for commercial cleaning and logistics robot deployments.
• Iris Ohyama (Iris Robotics JV)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2021SoftBank Robotics Group and Iris Ohyama established a joint venture called Iris Robotics (2021) to develop and commercialize new robotics products. Iris Robotics, employing approximately 20 people, focuses on the Japanese consumer and commercial robotics market, combining Iris Ohyama's product development and manufacturing capabilities with SoftBank Robotics' AI and robotics platform.
• Bear RoboticscoreStrategic or Co-development Partner · 1 January 2020SoftBank Robotics Group entered into a partnership with Bear Robotics to distribute and deploy the Servi autonomous delivery robot. Bear Robotics provides the underlying autonomous mobile robot platform while SoftBank Robotics leverages its global distribution network and brand. Servi serves hospitality and foodservice customers with autonomous food and item delivery capabilities.
• HaiercoreStrategic or Co-development Partner · 1 January 2018SoftBank Robotics Group entered into a strategic partnership with Haier for smart home robots. The partnership involves integrating SoftBank Robotics' service robot technology into Haier's smart home ecosystem, creating connected home automation solutions that combine robotics with Haier's home appliance and IoT platform.

Scale indicators5 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• Bear Robotics: Bear Robotics is the developer of the Servi tray delivery robot, which SoftBank Robotics Europe co-distributes. Both target hospitality and foodservice customers with autonomous delivery robots, making Bear Robotics the most directly comparable direct peer despite the partnership.
• Keenon Robotics: Keenon Robotics develops service and delivery robots for hospitality and foodservice. Keenon products (Keenbot series) are distributed by SoftBank Robotics Europe. Comparable in target customers, product category (delivery robots), and competitive positioning globally.
• Pudu Robotics: Pudu Robotics is a leading Chinese service robot manufacturer whose products (PuduBot, KettyBot, BellaBot) are distributed by SoftBank Robotics Europe. Direct competitor in delivery robots and adjacent in commercial cleaning, with similar go-to-market in hospitality and QSR segments.
• Brain Corp: Brain Corp provides the BrainOS autonomy platform that powers the Whiz commercial cleaning robot. Brain Corp directly competes in the same commercial autonomous cleaning category through its own OEM partnerships and is a foundational technology peer for SoftBank Robotics Europe's flagship cleaning product line.
• Gausium (Gaussian Robotics): Gausium (formerly Gaussian Robotics) develops AI-powered commercial cleaning robots including the Scrubber 50 Pro, distributed by SoftBank Robotics Europe. Direct competitor in autonomous commercial floor cleaning, the same category where Whiz holds 55% market share.

Emerging players

• Knightscope: Knightscope develops autonomous security robots (K-series) for indoor and outdoor patrol. Direct competitor to SoftBank Robotics Europe's SBX Security Robot S1 in the autonomous indoor security/patrol category, targeting similar commercial and facility customers.
• Diligent Robotics: Diligent Robotics builds autonomous hospital service robots (Moxi) for healthcare delivery tasks. Comparable to SoftBank Robotics Europe in targeting healthcare facilities with service robots that automate non-clinical tasks, though more focused on hospital use cases.
• PAL Robotics: PAL Robotics is a Barcelona-based humanoid and service robotics developer (TIAGo, TALOS). Comparable to SoftBank Robotics Europe in humanoid robotics development and service applications, with a similar European footprint focused on research and commercial deployments.
• Savioke: Savioke pioneered indoor delivery robots for hotels and hospitals, an early competitor to Servi in the hospitality delivery category. Targeted the same vertical use cases as SoftBank Robotics Europe's Servi delivery robots.

Broad incumbents

• Ecovacs Robotics: Ecovacs is a global incumbent in consumer and commercial cleaning robotics (DEEBOT, AIRBOT). Comparable to SoftBank Robotics Europe in cleaning robotics, though Ecovacs is primarily consumer-focused while SoftBank Robotics Europe targets commercial and enterprise cleaning with Whiz.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SBREurope
• Facebookfacebook.com/SoftBankRoboticsEurope

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries15 records

Funding overview

Funding rounds

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 SoftBank Robotics Europe