EComID acquires Nilum to expand Shopping Passport

Stockholm-based eComID has acquired fellow Stockholm startup Nilum to push its 'Shopping Passport' into the second-hand fashion market. The deal follows eComID's €14.6 million Seed funding round, led by Systemiq Capital, which closed in late August 2026.

Oscar Rundqvist, co-founder and CEO of eComID, stated the acquisition aligns with the company's core vision. "Nilum's technology fits naturally into our vision of making shopping smarter and more sustainable," he said. Rundqvist added that the company had long been impressed by Nilum founder Jonas Fagerlund's technical ability and product thinking.

The strategic move into recommerce

This marks eComID's first major step into second-hand fashion since its founding in 2023. The company's primary product is a system it calls a Shopping Passport, which allows shoppers to carry their size, fit, taste, and preference data across a network of connected brands. EComID currently works with over 60 brands, including COS, J.Lindeberg, Axel Arigato, and Stadium, reaching an estimated 20 million shoppers monthly.

The acquisition of Nilum is framed as a strategic expansion of this personalisation technology beyond new-item retail. EComID plans to apply its shopper context to help users find relevant pre-owned items, addressing what it describes as a scattered and hard-to-handle second-hand market.

Leadership and investor backing

As part of the deal, Nilum founder Jonas Fagerlund will join eComID as its Head of Recommerce. Fagerlund described the move as a logical progression. "Bringing our technology into eComID's broader mission gives us the context, reach and platform to move much faster," he stated.

The company is backed by a notable group of strategic and angel investors. Its investor roster includes H&M Group, Truecaller co-founder Alan Mamedi, King co-founder Sebastian Knutsson, and former Depop CEO Maria Raga. The recent €14.6 million Seed round was led by London's Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium, and returning investor CapitalT.

An AI-first foundation

Jaime Ferrando, co-founder and Head of AI at eComID, emphasized the company's foundational approach. "From day one, eComID has taken an AI-first approach. Achieving our ambitions requires bringing together world-class AI talent," he said, noting that Fagerlund represents the exceptional AI mind the company seeks.

EComID states it holds ISO/IEC 27001:2022 certification and is compliant with both SOC 2 Type 2 and GDPR standards. The company plans to soon share more details on how the Nilum acquisition will specifically unlock new features for shoppers. Its stated long-term ambition is to turn the Shopping Passport into a cross-brand standard that spans both new and second-hand fashion.