FIEGE re-invests in automotive start-up asellerate


FIEGE has participated in asellerate’s Series A funding round. The Stuttgart start-up formerly known as Retromotion has grown its portfolio of services, offering integrated software solutions for the automotive eCommerce aftermarket.

The automotive start-up asellerate successfully concluded its Series A funding round. The online shop of the Stuttgart-based company offers a comprehensive infrastructure-as-a-service solution for e-tailing in spare parts and accessories. Next to FIEGE, current shareholders Continental, MANN+HUMMEL and SKF also re-invested. A further two renowned partners joined the round of financiers, namely LIQUI MOLY and Bosch.

asellerate aims to use the capital to continue scaling its business model. Founder and Managing Director, Artur Oswald explains: “eCommerce is decidedly advancing within the automotive aftermarket. Jointly with our partners, we aim to pro-actively shape this change. The aim of asellerate is to make it easier for companies based in the automotive industry as well as manufacturing partners to access digital commerce. We are excited about the successful funding round and are open to welcoming new shareholders.”

The Retromotion online shop remains an integral part of asellerate’s business model. Moreover, in the meantime, 25 partnering companies employ eCommerce solutions to technically integrate digital sales channels as well as order management, fulfilment and online marketing. Torben Stegemann, Manager Business Development Automotive at FIEGE, says: “We support asellerate by sharing in the development of logistical services with our expertise from soon 30 years of experience in eCommerce.”

FIEGE has been part of asellerate’s strategic growth since 2021. With this renewed commitment, the Greven-based logistics company continues to back the lucrative partnership. Andreas Pott, Director Strategic Ventures & Innovation at FIEGE explains: “We are learning to benefit from one another and advance automation, last mile, property technology or sustainability in a joint effort – in the end, it’s a classic win-win situation for both sides. We greatly look forward to continuing to lend our support to asellerate also in the future.”