Robotics company RobCo has entered the United States market with the opening of a headquarters in San Francisco and the acquisition of the assets of Rapid Robotics, a US-based automation provider. The expansion includes two assembly sites in Austin and customer operations across 14 states. Backed by investors Sequoia Capital and Lightspeed Venture Partners, RobCo is extending its robot-as-a-service model to American manufacturers.
The company’s expansion comes as labor shortages and reshoring efforts place renewed focus on automation in US industry. Research commissioned by RobCo indicates that 61% of American industrial companies are accelerating automation plans, with 95% expecting to adopt new automation solutions within three years. A shortage of skilled workers was cited as a central challenge, aligning with a Deloitte estimate that 1.9 million US manufacturing jobs could remain unfilled by 2033 if workforce gaps persist.
RobCo offers a subscription-based model that combines modular robotic hardware with AI-driven, no-code software. Customers pay only when robots are operational, and the system is designed to be managed with limited technical expertise. The company states that its approach reduces deployment timelines from several months to a matter of weeks by eliminating the need for third-party system integrators. Applications include machine tending, palletizing, dispensing, and welding.
The US entry builds on RobCo’s European growth, where it reports a 59% increase in headcount over the past year and a customer base that includes BMW Group, Wildpack Beverage, DynaEnergetics, DE-VAU-GE, Linamar, and Fraunhofer. The company’s investors, who have previously supported technology firms such as Apple and Nvidia, are backing RobCo’s strategy to broaden access to automation through flexible financing models.
“It’s a pivotal moment for American industry, filled with opportunity and demand for automation, as the nation focuses on reshoring industry and grapples with ongoing labor shortages. But to date, the market has been dramatically underserved,” said Roman Hölzl, CEO and co-founder of RobCo. “Automation is critical to industrial businesses’ long-term competitiveness, and we’re on a mission to make it affordable, flexible and low-risk for businesses of all sizes. By automating dull and dangerous tasks, American companies can increase productivity and take on new projects while attracting and retaining the next generation of talent by offering safer, more valuable, and fulfilling work. We’ve already hit the ground running in the US with a strong roster of customers, a talented local team, and growing on-the-ground presence. We cannot wait to see what’s next.”
“There are many routine and risk-filled tasks ripe for automation, particularly in the manufacturing market, and RobCo is uniquely addressing this gap,” said Luciana Lixandru, Partner at Sequoia Capital. “Its modular hardware and intuitive, powerful software platform make robotics easy to configure and deploy in just days. While hype is everywhere in robotics, RobCo’s proven technology offering and flexible funding models are what sets it apart. We’ve already been impressed by its European growth and believe it is the right company at the right time to transform American industry.”
