H&M Group launches gStore in hundreds of locations as GreyOrange brings physical AI to stores
GreyOrange reports that more than 3,800 retail locations globally now run on its technology, with the likes of H&M Group using its inventory software gStore.
The AI powered platform, which includes merchandising software and connects with technologies such as RFID (radio frequency identification) readers and smart mirrors, has managed approximately 200 million retail inventory items across live deployments.
It uses sensor agnostic technology, including overhead or handheld RFID readers, to locate specific inventory items to within three to five feet. It connects with sales data to inform retailers which SKUs sell the fastest and which get abandoned in fitting rooms, where to place products to optimise sales, and when stock is running low. This real-time inventory “heat map” helps associates quickly replenish shelves and find items for customers.
“Many of the world’s largest retailers run their core operations on GreyOrange. Their scale, operational complexity, and willingness to co-develop the future of omnichannel technology rather than simply adopt it have helped us shape how our platform performs,” says Akash Gupta, Co-founder and CEO at GreyOrange. “We’ve reached this milestone of 3,800 stores live thanks to customers like H&M Group, whose deep partnership empowers us to keep building physical AI solutions that fit how busy retailers operate.”
H&M Group rolled out GreyOrange’s warehouse orchestration platform GreyMatter in 2021 in one of its West Coast distribution centres. Since then, the partnership has expanded to a global footprint, with GreyMatter deployed across additional North American facilities and gStore implemented in hundreds of retail locations across three continents.
“H&M Group constantly explores new technologies that improve how our customers shop and how our teams work,” says David Pino, Head of Emerging Technology at H&M. “Beyond a strong product, scaling technology across our network takes a specialised understanding of how stores, fulfillment operations and inventory flows work together to support a seamless customer experience. With GreyOrange, we’re refining store and fulfillment workflows to meet the speed, complexity and omnichannel demands of global fashion retail.”
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
