Filip Ekvall
About Filip Ekvall
Filip Ekvall is Chief Commercial Officer at Primark, the retailer, according to eComID's seed round announcement. His work is in retail and commercial leadership, not in building AI companies.
The sources I found give no further detail on his earlier roles, the companies he has founded, or when he started investing. Those details are left out here until they can be confirmed.
The one public angel-style investment I could confirm is eComID. The company's announcement names him among the founders, retail leaders and investors who backed the round. Other backers named there include Alan Mamedi (co-founder of Truecaller), Sebastian Knutsson (co-founder of King) and Henrik Nordvall (former CEO of Matalan).
I found no Crunchbase or similar profile listing his other angel investments, so no wider track record is stated here.
eComID is the AI-related round on the Lounge deals desk for Ekvall: a $17M seed in August 2026. Dealroom describes the company as Stockholm-based and building a cross-brand "shopping passport" for AI-driven commerce. Shoppers store sizing, fit and style preferences once and reuse them across participating brands, and they choose what data to share.
The seed was led by Systemiq Capital. Other named participants are Regeneration.VC, Course Corrected, Stadium, CapitalT and H&M Group Ventures. eComID says it launched in 2024, works with more than 60 brands and reaches 20 million shoppers a month.
Ekvall has made no public statements about check size, preferred stage or target geographies that I could find. His one confirmed investment is a seed-stage company in retail technology and AI commerce, based in Sweden. His day job is in retail, so he is likely to be most useful to founders building for retailers and brands. That is an inference from his role and not something he has said.
- eComID: Stockholm-based startup building a consent-based "shopping passport" for sizing, fit and style data across brands. He was named as a backer of its $17M seed round in August 2026.
Investing activity
Filip Ekvall appears in 1 AI deal tracked by the Lounge deals desk, rounds totalling $17M. The rounds are mostly Seed, with a median round size of $17M. The most recent is eComID (Seed, $17M, Aug 2026).
Filip Ekvall most often invests alongside Systemiq capital, Alexandra Sack, Alan Mamedi and Madeleine Persson, and the companies they back on Lounge are mostly in AI.
Deals
Frequently asked questions about Filip Ekvall
Is Filip Ekvall an angel investor in AI startups?
He is named as a backer of eComID's $17M seed round in August 2026. eComID builds a shopping passport for AI-driven commerce. I found no other public AI investments by him.
What does Filip Ekvall do?
He is Chief Commercial Officer at Primark, according to eComID's seed round announcement.
What is Filip Ekvall's check size?
It is not public. He has made no statement on check size that I could find, and the eComID announcement does not give individual amounts.
What stage does Filip Ekvall invest in?
His one confirmed investment is a seed round, in eComID. He has stated no stage preference publicly.
Who else invested in eComID's seed round?
Systemiq Capital led the round. Regeneration.VC, Course Corrected, Stadium, CapitalT and H&M Group Ventures also took part, along with several individual backers.
Should retail-tech founders pitch Filip Ekvall?
His public background is in retail leadership and his one known investment is in retail-focused AI. Founders building for brands and retailers have the clearest overlap, but he has not said what he looks for.
Is Filip Ekvall an angel investor?
Yes. Filip Ekvall invests personally as an angel.
What AI companies has Filip Ekvall invested in?
Filip Ekvall's AI investments include eComID. The 1 round on Lounge are listed on this page with amounts, dates and co-investors.
What stage does Filip Ekvall invest at?
In the rounds tracked on Lounge, Filip Ekvall has invested at Seed, with a median round of $17M.
Who does Filip Ekvall co-invest with?
Filip Ekvall's most frequent co-investors on Lounge are Systemiq capital (1 deal), Alexandra Sack (1 deal), Alan Mamedi (1 deal), Madeleine Persson (1 deal) and August Erséus (1 deal).