Undisclosed · Pre-Seed · Fashion · Reykjavík, Iceland
Reykjavík-based Sowilo, the company behind fashion product-intelligence platform Catecut, has raised an undisclosed pre-seed round with participation from Iceland’s Kría fund, TGC Capital and angel investors from Iceland and Australia. The company said the capital will support continued product development, international customer growth and wider adoption of its newly launched Shopify app.
Turning product images into structured retail content
Catecut analyses product imagery to identify fashion categories and design attributes, then generates the titles, descriptions, metadata, tags and image alt text needed for online product pages. According to Kría’s announcement, the platform already serves US jewellery and apparel retailers and has been piloted with international enterprise retailers. The Shopify app places that workflow inside a merchant’s store administration, while supporting brand-specific rules, multiple languages and updates to both new and existing listings.
The commercial mechanism is catalog throughput. Fashion retailers must repeatedly turn imagery and merchandising rules into consistent information for every stock-keeping unit, often across languages and sales channels. Catecut’s documented Shopify workflow lets teams generate, review, edit and publish that material in the same operating environment. If the software reduces the manual work per listing without weakening brand control or product accuracy, a retailer can bring larger and more frequently changing catalogs online with less coordination cost.
Shopify opens a self-service distribution route
The app launch changes how Sowilo can reach customers. Enterprise pilots require sales and implementation work, while Shopify offers a self-service channel to smaller fashion brands and a standard integration point for larger merchants. That distribution advantage still depends on execution: product attributes vary by category, retailers use different schemas and generated copy must remain accurate enough for shoppers, search engines and emerging shopping agents. Catecut’s controls for category-specific rules, publishing behaviour and side-by-side review are therefore part of the product’s commercial value, not merely editing features.
Kría says Catecut was one of 11 companies selected from 88 applicants for its Frumsjóður 25 initiative. Sowilo also received an Icelandic Technology Development Fund grant in December 2025 to support expansion in Asia-Pacific, and Catecut appeared in the NRF APAC Big Show Innovator Showcase in June 2026. The pre-seed round therefore funds a company moving from pilots into repeatable product distribution; the next proof point is whether the Shopify channel converts that visibility into sustained retailer adoption across markets.
