Atlo, a Copenhagen-based startup developing an AI-powered wholesale platform, has secured investment from some of Scandinavia’s most experienced retail-tech entrepreneurs to modernize an industry still running on emails and spreadsheets.
The round includes Danny Christensen and Pierre Rindsig (PensoPay), as well as Christoffer Bouet and Lasse Viggo Hensrik (Contribe and Reversio), who believe in Atlo’s mission to transform B2B sales for interior design and lifestyle brands.
Atlo was founded by Casper Brix, former Head of Purchasing at AndLight (owned by Royal Design Group and Story House Egmont), who experienced firsthand the inefficiencies of wholesale ordering.
“A large part of our time was spent calling brands for basic information: What do you have in stock? What should we prioritize? What’s selling well at our competitors? The information existed – it was just trapped in spreadsheets and inboxes at the brand, and nobody could pull it out for us. So we spent hours on manual outreach to get answers that should have been sitting in a dashboard,”
says Casper Brix, CEO and founder of Atlo.
This buyer-side perspective sets Atlo apart in the B2B SaaS space, where most solutions are built by sellers, not purchasers. The platform uses AI to predict reorder needs, automate follow-ups, and provide brands with real-time sell-in performance data – information that currently surfaces months too late in quarterly reports.
Wholesale accounts for the majority of revenue for most interior design brands, yet orders, pricing, and follow-ups are still managed via email, Excel, and phone calls. The result? Brands with 500+ retailers often only engage meaningfully with 50–100 of them, leaving millions in potential sales untapped simply due to lack of visibility and follow-up.
Atlo was developed in close collaboration with leading Scandinavian design brands, collectively representing thousands of retailers and millions in annual orders. The platform aims to eliminate wasted effort and lost revenue by creating a real-time, data-driven connection between brands and retailers.
“Wholesale is one of the last major corners of retail that hasn’t been digitalized. Brands use advanced tech for everything from marketing to logistics, but when it comes to selling into their own retailers, they fall back on email and phone. Atlo solves that with a founder who knows the problem from the inside – from the buyer’s chair, not the seller’s,”
says Christoffer Bouet, co-founder of Contribe and Reversio.
Atlo’s ambition is to build the global standard for wholesale in the interior and design industry, starting in Scandinavia, home to some of the world’s strongest design brands. By automating workflows and surfacing actionable insights, the platform aims to unlock hidden revenue and streamline operations for brands and retailers alike.
