Trax Retail
Headquarters
SingaporeFounded
2010CEO / Founder
Gary LabenEmployees
501-1000Funding
AcquiredProducts
1 product listedAvg. AI Score
7.5/10Website
www.traxretail.com/
Profile updated
About Trax Retail
Trax Retail was founded in Singapore in 2010 and develops computer-vision and image-recognition technology for the retail industry. Its platform converts photographs of retail shelves into structured data covering SKU presence, share of shelf, and planogram compliance, with both cloud-based and on-device deployment options.
Key products include shelf-analytics and on-shelf availability software, a Dynamic Merchandising workforce service that deploys field teams, and integrations including a Salesforce AppExchange connector. The company serves CPG brands such as Anheuser-Busch InBev, Unilever, Heineken, Opella, and Sanofi across more than 80 countries, with regional centers in Tel Aviv, Mexico City, Paris, and Denver.
In July 2021, Trax raised $640 million in a Series E round from investors including SoftBank Vision Fund 2, BlackRock, Warburg Pincus, Boyu Capital, and GIC. The company employs approximately 600 people globally. Gary Laben was appointed CEO in March 2024. In early 2026, the image-recognition division was carved out of Trax Limited and acquired by private-equity firm Gemspring Capital, which merged it with FORM (formerly GoSpotCheck) to create a combined global retail-execution platform.
Specialties
Financials
Dated, source-cited figures. Estimates are marked.
Products by Trax Retail
All products by Trax Retail reviewed by our AI panel of experts.
How Our Review Panel Scores Trax Retail
Six independent reviewer personalities assessed Trax Retail's product on their own terms. They disagreed by 1.2 points — The Finance Lead was the hardest to convince, The Domain Strategist the most positive.
Averaged across 1 reviewed product in our catalog. Scores are out of 10.
Competitive Landscape
Who Trax Retail competes with, and how they differ.
Fixed shelf-mounted camera network feeding continuous on-shelf-availability, planogram-compliance and loss-detection AI (Theft Spotter), versus Trax's photo-capture-agnostic image-recognition software that ingests images from store staff, partners or robots.
Owns the capture hardware itself — an autonomous mobile robot that physically roams aisles to scan shelves — versus Trax, which is a software/analytics layer that can sit on top of any capture method (staff photos, fixed cameras, or third-party robots).
Company Timeline
Key milestones in Trax Retail's history, with sources.
- Acquisition
Trax Image Recognition business divested to Gemspring Capital, merged with FORM
Private equity firm Gemspring Capital acquired FORM (maker of GoSpotCheck and FORM OpX) and combined it with the Image Recognition business divested from Trax Ltd, creating a new retail-execution and shelf-intelligence platform led by FORM CEO Ali Moosani; Trax Ltd (CEO Gary Laben) retained Shopkick, Survey and LenzTech.
calcalistech.com - Milestone
Gary Laben named CEO; founder Joel Bar-El becomes Executive Chairman
Trax Retail named Gary Laben, former CEO of Dynata, as its new chief executive officer; founder Joel Bar-El moved to the role of Executive Chairman.
cioinfluence.com - Funding
Series E — $640M led by SoftBank Vision Fund 2 and BlackRock
Trax raised $640 million in primary and secondary capital led by SoftBank Vision Fund 2 and returning investor BlackRock, with new investors OMERS and Sony Innovation Fund by IGV, bringing total funding to $1.02 billion.
techcrunch.com - Acquisition
Acquired Planorama, European image-recognition provider for retail execution
Trax acquired Paris-based Planorama, a supplier of image-recognition services for retail execution and merchandising for CPG companies, its third acquisition of 2019.
businesscloud.co.uk - Funding
Series D — $100M from Hopu Investments at $1.2B pre-money valuation
Trax raised $100 million from China-based Hopu Investments at a pre-money valuation of $1.2 billion, reportedly making it Singapore's second unicorn.
news.crunchbase.com - Acquisition
Acquired Shopkick, US shopping-rewards app
Trax acquired Shopkick, the US shopping-rewards app previously owned by SK Telecom, to merge in-store shelf data with shopper-side mobile and beacon data.
marketingdive.com - Acquisition
Acquired LenzTech, Beijing computer-vision provider
Trax signed a deal to acquire LenzTech, a Beijing-based computer-vision technology and crowdsourcing provider, as part of a push into China's retail market including plans for a $20-30M R&D center.
chinadaily.com.cn - Funding
Series (growth round) — $125M led by Boyu Capital
Trax closed a $125 million round led by Boyu Capital with GIC joining as a shareholder, bringing total funding to $235 million; existing investors Warburg Pincus and Investec also participated.
vision-systems.com - Acquisition
Acquired Quri, US retail-intelligence crowdsourcing platform
Trax acquired San Francisco-based Quri, a crowdsourced in-store conditions data provider for CPG brands, as part of a stated pre-IPO M&A strategy.
calcalistech.com - Funding
Raised $64M led by Warburg Pincus, largest round to date
Trax closed a $64 million investment round led by an affiliate of Warburg Pincus (which contributed $50M and became the largest institutional shareholder), taking total funding to $167 million.
nocamels.com - Founded
Founded in Singapore by Joel Bar-El and Dror Feldheim
Trax was founded in 2010 by Joel (Yoel) Bar-El and Dror Feldheim, headquartered in Singapore with its computer-vision R&D team based in Israel.
nocamels.com
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