Madeleine Persson
About Madeleine Persson
Madeleine Persson spent 27 years at H&M Group and rose to Managing Director at the H&M brand. eEquity, a Nordic growth investor, describes her career as covering business transformation roles in large, scaleup and start-up organizations, with a focus on leadership, branding, assortment strategy and business development.
She joined the board of eEquity portfolio company Aim'n in early spring 2022. eEquity then appointed her as an advisor in its Operational Excellence team, where she supports portfolio companies and entrepreneurs. In 2024 eComID's announcement described her as a senior advisor, board member and executive mentor for retail and fashion brands.
Her public angel record centers on eComID, a Stockholm company that builds AI tools for online retail. She was named a strategic angel in its €2.75M pre-seed round, announced in March 2024. That round was led by CapitalT, with H&M Group Ventures also participating. Nordic Angels reported the same round as 27 MSEK.
The Shizune investor database lists her as an angel with a focus on fashion, software and e-commerce at pre-seed stage in Sweden. That listing is a third-party summary, not her own statement. No other angel investments are confirmed in the sources reviewed.
eComID is the AI investment confirmed publicly. It began as a returns reduction platform for retailers. It later raised a $17M seed round led by Systemiq Capital, announced in August 2026, to build its Shopping Passport. The Shopping Passport lets shoppers carry size, fit, taste and preference information across participating brands. The company's announcement lists Persson among existing angel investors who took part in the seed round, alongside Anaheta v. Berenberg-Consbruch.
The public record points to early-stage retail, fashion and e-commerce technology, with a Swedish and Nordic connection. Her backing of eComID combines operating experience in retail with AI-driven software for retailers. She has not published a check size or a statement of investment criteria that we could find, so none is given here.
- eComID: Stockholm company building AI tools for online retail, starting with returns reduction and now a Shopping Passport for shopper context. Angel in the €2.75M pre-seed (2024) and a participant in the $17M seed (2026).
- ecomid.com/blog/pre-seed-round-announcement
- tech.eu/2024/03/06/ecomid-closes-2-75-m-pre-seed-to-transform-retail-r
- nordicangels.com/location/sweden/page/16
- eequity.se/uks-economic-underperformance-matters-for-all-in-retail
- pulse2.com/ecomid-raises-17-million-seed-funding-as-shopping-passport-
- allthingsfashiontech.substack.com/p/ecomid-raises-17m-to-build-the-sho
- shizune.co/investors/fashion-angel-investors-sweden
Investing activity
Madeleine Persson 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).
Madeleine Persson most often invests alongside Systemiq capital, Alexandra Sack, Alan Mamedi and Filip Ekvall, and the companies they back on Lounge are mostly in AI.
Deals
Frequently asked questions about Madeleine Persson
Does Madeleine Persson invest in AI startups?
Yes, in at least one case. She was an angel in eComID's 2024 pre-seed and took part again in its $17M seed round in 2026. eComID builds AI tools for online retail.
What is Madeleine Persson's background?
She worked 27 years at H&M Group and became Managing Director of the H&M brand. She now works as an advisor and board member, including as an Operational Excellence advisor at eEquity.
What stage does Madeleine Persson invest in?
The sources show a pre-seed angel investment in eComID in 2024. Shizune's database lists her focus as pre-seed. She also took part in the 2026 seed round as an existing investor.
What is Madeleine Persson's check size?
It is not public. No source we found states her check size or her investment criteria.
What sectors does Madeleine Persson back?
Public listings point to retail, fashion, software and e-commerce, in Sweden. Her one confirmed AI investment, eComID, fits that focus.
Should I pitch Madeleine Persson if I am not building for retail?
The public record shows retail and fashion experience and no investments outside that area. Founders in retail or e-commerce AI are the clearest fit. Founders elsewhere may want to look for a retail-related angle first.
Is Madeleine Persson an angel investor?
Yes. Madeleine Persson invests personally as an angel.
What AI companies has Madeleine Persson invested in?
Madeleine Persson's AI investments include eComID. The 1 round on Lounge are listed on this page with amounts, dates and co-investors.
What stage does Madeleine Persson invest at?
In the rounds tracked on Lounge, Madeleine Persson has invested at Seed, with a median round of $17M.
Who does Madeleine Persson co-invest with?
Madeleine Persson's most frequent co-investors on Lounge are Systemiq capital (1 deal), Alexandra Sack (1 deal), Alan Mamedi (1 deal), Filip Ekvall (1 deal) and August Erséus (1 deal).