Simbe
South San Francisco, US Β· Founded 2014 Β· Delaware corporation Β· 17 known investors
Simbe provides retail inventory and monitoring solutions combining computer vision, robotics, RFID, and fixed sensors for retail businesses. The company serves large retail banners and chains globally.
Also known as Simbe Robotics Β· Simbe Robotics, Inc.
Founders & leadership
Simbe was founded in 2014 by Brad Bogolea, Mirza Akbar Shah, and Bradley Douglas Bogolea.
Board
Investors Β· 17
Also in the syndicate Β· 1
Reported raises Β· per SEC filings
Form D private placements$102.7M disclosed across 3 rounds Β· 2019β2024
βΆ$47.7MraisedOct 2024 Β· 10 investors Β· Other TechnologyRule 506(b)
- Bradley BogoleaExecutive Officer, Director, Promoter
- Subodh GuptaDirector
- Mirza Akbar ShahExecutive Officer, Director
- Benjamin FifeDirector
- Aidan Madigan-CurtisDirector
- Ryan GembalaDirector
- Offering amount
- $50M
- Amount sold
- $47.7M
- First sale
- Oct 2024
- Incorporated
- Corporation, Delaware
- Federal exemptions
- 06b
βΆ$29.1MraisedJul 2023 Β· 31 investors Β· Other TechnologyRule 506(b)
- Ryan GembalaDirector
- Subodh GuptaDirector
- Mirza Akbar ShahExecutive Officer, Director
- Bradley Douglas BogoleaExecutive Officer, Director, Promoter
- Jay Douglas KnafelDirector
- David PakmanDirector
- Offering amount
- $29.1M
- Amount sold
- $29.1M
- First sale
- Jun 2023
- Incorporated
- Corporation, Delaware
- Federal exemptions
- 06b
βΆ$25.9MraisedSep 2019 Β· 28 investors Β· Other TechnologyRule 506(b)
- David PakmanDirector
- Anthony FadellDirector
- Ryan GembalaDirector
- Mirza Akbar ShahExecutive Officer, Director
- Bradley Douglas BogoleaExecutive Officer, Director, Promoter
- Offering amount
- $25.9M
- Amount sold
- $25.9M
- First sale
- Aug 2019
- Incorporated
- Corporation, Delaware, 2014
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026Simbe (legal name Simbe Robotics, Inc.) is a retail technology company that digitizes physical store shelves and sells what it calls a Store Intelligence platform. Its core product is Tally, an autonomous item-scanning robot that uses computer vision to detect out-of-stocks, missing facings, pricing errors and planogram gaps, and RFID for precise inventory counts. The robot is complemented by Tally Spot fixed sensors for high-turnover and high-risk areas and Tally RFID sensors aimed at soft goods and apparel, producing what the company describes as multimodal coverage across mobile, fixed and RFID capture.
Software layered on the capture hardware includes Simbe Mobile, which pushes prioritized restocking and pricing tasks to store associates; Simbe Virtual Tour for remote store navigation with high-definition views; Simbe Brand Insights, which shares shelf-level data with vendors and manufacturers; Simbe for Merchants, which generates to-scale realograms and real-time planogram dashboards; and the Simbe Index, a retail insight engine on on-shelf availability. Application areas span inventory management, pricing and promotions, merchandising and planogram compliance, supplier collaboration and omnichannel fulfillment. Tally is designed for stores larger than about 5,000 square feet across grocery, drug, value, apparel and consumer electronics formats; it scans roughly 15,000-30,000 products per hour, typically runs three passes per day, navigates stores of up to 150,000 square feet and localizes to within one to two inches while operating during business hours.
Founding story
Simbe Robotics was founded in 2014 by Brad Bogolea (Co-Founder and CEO), Mirza Shah (Co-Founder and CTO) and Jeff Gee (Co-Founder and CDO).
Business model
Simbe sells its shelf-digitization hardware and software to retail chains, offering a robot-as-a-service (RaaS) model that bundles hardware, software and support into a subscription to reduce upfront cost. Deployments typically begin as store-level pilots that expand to chain-wide rollouts, and the platform integrates with existing retailer systems and third-party technologies such as SOLUM's Newton electronic shelf label platform. A separate data product, Simbe Brand Insights, extends shelf-level data to retailers' vendors, brands and manufacturers.
Subscription-based robot-as-a-service pricing bundling hardware, software and support, sold to retail chains; data offerings extend shelf-level insights to brands and vendor partners.
Traction
Simbe reports customer outcomes including up to 60% improvement in on-shelf availability, 70% improvement in price accuracy and 50 hours per week per store rededicated to shoppers, with Wakefern Food Corp. citing a 50% on-shelf availability improvement across more than 90 stores and a HomeBase USA pilot showing a 92% reduction in pricing errors. Tally has traveled more than 25,000 miles in stores operated by more than a dozen of the top 250 global retail brands. Following the Series C, the company said its team had doubled in the prior year; a third-party listing put headcount at about 107 in July 2026.
Latest developments
In 2026 Simbe launched Tally 4.0, obtained UL 3300 certification for Tally, integrated with SOLUM's Newton ESL platform, launched the Simbe Index insight engine, partnered with ASRock Industrial on robot hardware performance, saw B&R Stores deploy Tally across Nebraska locations, and announced a chainwide HomeBase USA deployment. It also appointed Sean Reardon vice president of field operations in July 2026 and was shortlisted for Best Use of AI in Retail & eCommerce in the 2026 A.I. Awards.
βΈFull profile β market position, technology, go-to-market, geography, history
Market position
Simbe positions itself as the pioneer of the store intelligence category and describes its platform as the only vertically integrated, multimodal shelf-digitization system purpose-built for retail, powering automated shelf intelligence for retail banners across three continents. Third-party listings group it with robotics and automation companies such as Brain Corp, Covariant, GreyOrange, Fabric, Vention, Mujin and Berkshire Grey. It has received recognitions including Retail Technology Hot 100 2026, Data Solution of the Year - Retail 2026, Most Innovative Company 2025 and Best in Business 2024.
Simbe emphasizes multimodal data capture β mobile robots combined with fixed sensors and RFID β rather than a single point solution, enabling coverage of shelf zones such as upper steel, recessed shelving and apparel. It also cites shelf visibility without requiring planograms, integration with existing retail systems, multiple daily full-store scans, inch-level localization, operation during business hours, and chain-wide deployments with named enterprise retailers as evidence of proven scale.
Technology
The platform combines computer vision, AI-based automation, autonomous mobile robotics and multiple data capture modalities. Tally maps stores autonomously after an initial guided run, docks and charges itself, and requires only remote or on-site servicing on failure; the company states baseline accuracy is typically reached within about a week of configuration. Fixed Tally Spot sensors and Tally RFID sensors cover zones a mobile robot cannot reach, including upper steel, recessed shelves and apparel. Tally 4.0, released in January 2026, is positioned around physical AI, and Tally received UL 3300 certification for safety in retail environments in March 2026. Reported operational tooling includes Salesforce, MongoDB, REST APIs and ExpressionEngine.
Go-to-market
The company lands with pilots at a small number of stores that expand into chainwide deployments, as with HomeBase USA, which moved from a two-store pilot in July 2025 to a chainwide rollout announced in July 2026. It markets ROI-oriented material such as an out-of-stock ROI calculator and customer case studies, partners with hardware and software ecosystem vendors including ASRock Industrial and SOLUM Group, and participates in industry events such as Groceryshop.
Large retail banners and chains, including grocery, wholesale club, home improvement, drug, value, apparel and consumer electronics formats, plus consumer brands and vendors that buy shelf-level insights. Named customers and partners include BJ's Wholesale Club, Schnuck Markets, SPAR Austria, Wakefern Food Corp. (ShopRite), SpartanNash, Northeast Grocery, Albertsons Companies, CarrefourSA, Harmons, Theisen's, DeCicco & Sons, B&R Stores and HomeBase USA.
Geography
Headquartered at 1155 Indiana St., South San Francisco, California. The company works with retailers and brands in the U.S., Europe and Asia and states it powers shelf intelligence across three continents; a third-party listing reports staff across North America, Europe and Africa, including EMEA and European market development roles.
History
After launching Tally, described as the first advanced autonomous item-scanning robot for retail, Simbe expanded from a single robot into a broader Store Intelligence platform. In 2024 it introduced Simbe Brand Insights, Simbe Virtual Tour, Simbe Mobile and a wholesale club solution, and announced new or expanded retailer partnerships with SpartanNash, Wakefern Food Corp., Northeast Grocery, Albertsons Companies and CarrefourSA while continuing work with BJ's Wholesale Club and Schnuck Markets. It raised a Series B in July 2023 and a $50 million Series C in October 2024. Subsequent releases included Tally Spot fixed sensors (January 2025), expanded computer vision capabilities (May 2025), fresh-department coverage (August 2025), Simbe for Merchants and Simbe Mobile 2.0 (September 2025), Tally 4.0 (January 2026) and the Simbe Index (April 2026).
Compiled by commissioned research from 8 cited public sources β announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed β not independently audited.
Competitors Β· 3
by search overlap
Companies competing with Simbe for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline Β· 17
launches, deals, and filingsHomeBase USA announced a chainwide rollout of Simbe's Store Intelligence platform following a pilot that produced a 92% reduction in pricing errors.
Simbe hired Sean Reardon as vice president of field operations, expanding its executive leadership team.
Family-owned grocer B&R Stores deployed Simbe's autonomous inventory robot Tally at its Nebraska locations.
Simbe partnered with ASRock Industrial to improve the performance and reliability of the Tally autonomous shelf-scanning robot within its Store Intelligence platform.
Simbe announced the Simbe Index, a retail insight engine reporting how retailers maintain on-shelf availability during high-demand cultural moments.
Simbe's Tally autonomous retail robot obtained UL 3300 certification for safety standards covering robots operating in physical retail environments.
Simbe integrated its autonomous shelf data with SOLUM Group's Newton electronic shelf label platform to link shelf visibility with digital price execution.
Simbe launched Tally 4.0, a next-generation autonomous retail robot powering its Store Intelligence platform with physical AI.
Utah grocery chain Harmons deployed Simbe's Tally inventory robot after a pilot.
Simbe introduced Simbe for Merchants, a merchandising tool suite including automatically generated to-scale 'realograms', real-time planogram dashboards and chain-wide visibility into product placement and availability, alongside the Simbe Mobile 2.0 app.
Simbe added capabilities aimed at improving execution and visibility in fresh departments of grocery stores.
HomeBase USA began piloting Simbe's shelf-scanning robot Tally, extending the Store Intelligence platform to Texas and Wyoming locations.
Simbe partnered with grocery chain DeCicco & Sons to deploy at its Sleepy Hollow, New York flagship store.
Simbe expanded its computer vision technology for shelf digitalization, adding AI capabilities aimed at accuracy, speed and scale.
Simbe's Tally autonomous mobile robot began scanning shelves at three Theisen's Midwest retail stores.
Simbe introduced Tally Spot, fixed sensors extending Tally and Tally RFID coverage to high-priority areas of retail stores.
Simbe closed a $50 million Series C equity financing led by Growth Equity at Goldman Sachs Alternatives with participation from Eclipse, Valo Ventures and other existing investors, bringing total capital raised to over $100 million. Proceeds were earmarked for global deployments, new product areas and team expansion.
$50M source β
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities Β· 1
corporate structureβΈResearch sources Β· 8
primary sources listed
- Simbesimberobotics.com Β· web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Simbe do?
- Simbe builds autonomous shelf-scanning robots and sensors that give retailers near real-time inventory, pricing and planogram data.
- Who founded Simbe?
- Simbe was founded by Brad Bogolea, Mirza Akbar Shah, Bradley Douglas Bogolea in 2014.
- Who are Simbe's investors?
- Simbe's investors include 7percent Ventures, Activant Capital, Anorak Ventures, Comet Labs, Eastward Capital Partners, Hemisphere Ventures LLC, Pathbreaker Ventures, Pillar VC and 8 more.
- How much funding has Simbe raised?
- Simbe has disclosed $102.7M raised across 3 rounds.
- Where is Simbe headquartered?
- Simbe is headquartered in South San Francisco, US.