GreyOrange Secures $135M in Funding, Further Fueling the Booming Fulfillment Industry

In recent years, I’ve posed the question “What’s next after warehouse and fulfillment?” to many industry experts in robotics. The demand for this sector surged during the pandemic, as online shopping transitioned from a luxury to a necessity.

For over a decade, Amazon has dominated this space with its proprietary systems. Meanwhile, companies like Locus, 6 River Systems, and Fetch (now part of Zebra Technologies) have formed strategic partnerships with leading retailers. However, asking “what’s next” doesn’t suggest that fulfillment has lost its relevance. Despite some investment slowdowns influenced by the economy, this sector continues to expand remarkably.

GreyOrange, founded in 2011 and based in Roswell, Georgia, just 20 miles north of Atlanta, is a significant player in this arena. The company emerged the year before Amazon's Kiva acquisition revolutionized the industry. Over the years, GreyOrange has secured prominent clients, including Walmart Canada, Nike, and the Swedish fast-fashion giant H&M.

The company has successfully attracted investment, announcing a $140 million Series C in 2018, followed by a recent $135 million Series D funding round. Led by Anthelion Capital, this round also saw participation from returning investors Mithril, 3State Ventures, and Blume Ventures.

GreyOrange has been diligently developing a comprehensive solution for warehouse, fulfillment, and third-party logistics needs. This holistic approach includes Kiva-like Autonomous Mobile Robots (AMRs), forklifts, and advanced bin systems for efficient picking, all integrated with its proprietary fleet management software designed to be hardware-agnostic.

CEO Akash Gupta shared that part of this new funding will be allocated to delivering systems to their customers, further enhancing their offerings in the competitive robotics landscape.