![]() In June 2019, Trax announced its acquisition of LenzTech, a Chinese-based company providing artificial intelligence (AI), crowdsourcing services, and Big Data analysis to the retail market. On January 18, 2018, Trax announced that it had acquired US-based Quri, a provider of crowdsourced data on in-store conditions for the consumer packaged goods (CPG) industry. On July 12, 2017, Trax announced that it had acquired Nielsen Store Observations (NSO) project-based services in the US from Nielsen Corporation. Trax has made 7 acquisitions since its inception: ![]() Feldheim leads new growth initiatives, global partnerships/alliances and M&A. Bar-El heads efforts on corporate strategy, long-term vision and innovation and shareholder value creation. Trax co-founders Joel Bar-El and Dror Feldheim are appointed Executive Chairman and President respectively. Behar joined Trax in 2018 as part of Trax’s acquisition of Quri, a company he founded. Justin Behar is now the Chief Executive Officer. Trax announced key organizational changes in February 2021. In April 2021, it raised $650 million in a series E round led by SoftBank Vision Fund and BlackRock. In July 2019, it raised $100 million in a series D round led by Chinese alternative asset manager Hopu Investments. In June 2016 and February 2017 the company raised US$40 million and US$19.5 million respectively as part of its Series C round, led by Broad Peak Investments. In Aug 2013 it raised US$6.6 million in Series A financing, and US$15.7 million in February 2014 and US$15 million in December 2014 as part of its Series B round. Trax closed its first round of funding ( seed round) for US$1.1 million in June 2011. The company opened two more regional offices in Shanghai and Mexico City in June and September 2016, respectively. In March 2016, Trax established its US headquarters in Atlanta, Georgia. In 2015, the company opened its first two regional offices: London in January and São Paulo, Brazil, in April. Trax's development center opened in July 2012 in Tel Aviv. Trax’s services are available in 45 markets. Customers use the company’s computer vision technology to collect, measure, and analyze what’s happening on physical store shelves. Founded in 2010 by Joel Bar-El and Dror Feldheim, Trax has more than 150 customers in the retail and FMCG industries, including beverage company Coca-Cola and brewer Anheuser-Busch InBev. Trax is a technology company headquartered in Singapore, with offices throughout the Asia-Pacific, Europe, the Middle East, North America, and South America. The company didn't disclose its valuation for the round but Trax was previously valued at $1.1B from the previous funding raised in Jul 2019.Joel Bar-El (Founder and Executive Chairman), Dror Feldheim (Founder and President) This brings Trax's total funding to $1.03B to date. The company raised $640M in a Series E round on Apr 07, 2021. Morgan, Boyu Capital, Investec and others. Trax is backed by Warburg Pincus, BlackRock, SoftBank Vision Fund 2, OMERS, Sony Innovation Fund, J.P. Some of the world's top brands such as Coca-Cola, AB InBev, Nestle, Henkel and P&G among others leverage Trax globally to increase efficiency and business growth. Trax has been chosen globally as a strategic partner by over 175 clients in over 90 countries. The Retail Watch sends alerts if stock is running low, corrects pricing errors and checks if planograms, or product display plans for visual merchandising, are being followed. ![]() Trax's flagship solution Retail Watch uses a combination of computer vision, machine learning and hardware like cameras and autonomous robots to gather real-time data about the shelf availability of products. Trax's unique technology uses a combination of image recognition, deep learning and data science to turn shelf images captured with mobile devices, fixed cameras or robots into real-time actionable insights. The company is headquartered in Singapore, with offices throughout APAC, Europe, Middle East, North America and South America. Trax was founded in 2010 by Dror Feldheim. Trax offers best-in-class in-store execution tools, market measurement services and data science solutions that are fundamentally transforming how in-store retail data is being collected, viewed and analysed. It provides leading technology & market data services to tier one manufacturers in over 45 countries around the world. Trax is a world leader in image recognition for retail.
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