Europe’s manufacturing sector faces a looming crisis: a third of its workforce is set to retire within the next decade, and companies are already struggling to find replacements. This acute shortage threatens the productivity of an industry that accounts for 15% of Europe’s GDP and employs 32 million people.
Against this backdrop, Sunrise Robotics, a startup headquartered in Ljubljana, Slovenia, has emerged from stealth mode with $8.5 million in seed funding. The company promises a radically faster and more flexible approach to deploying industrial robots, aiming to fill the labor gap with modular, AI-driven automation.
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What does Sunrise Robotics actually do?
Sunrise Robotics designs modular industrial robots and AI models that can be rapidly deployed across diverse manufacturing environments. The company’s core product is a two-armed robotic workstation, or “cell,” which can be up and running on a new production line in less than 10 weeks—a stark contrast to the eight months often required for traditional industrial robot deployments.
The deployment process begins with cameras capturing detailed three-dimensional data of the target workstation and recording the actions of a human worker performing the relevant task. This data is used to create a digital twin of the workstation, where AI models are trained in simulation to control the robot. Once the models are ready, the control software is transferred to the physical robots, which are then capable of executing the task in the real world.
Sunrise’s approach leverages a combination of small, task-specific AI models and conventional programming. As robots master new skills, the time required to deploy them in similar environments is expected to decrease. The company’s standardized “cells” are composed mostly of off-the-shelf parts, making them less expensive to build and maintain. This productized hardware approach is intended to make industrial automation accessible to a wider range of manufacturers, not just the largest players.
How are they unique and who are the competitors?
Sunrise Robotics differentiates itself in several key ways:
Rapid Deployment: The company claims its robots can be operational in under 10 weeks, compared to the industry norm of several months.
Digital Twin Simulation: By creating a digital replica of the workstation and training AI in simulation, Sunrise reduces the need for on-site robot programming.
Modular and Standardized Hardware: The use of mostly off-the-shelf components and standardized cells lowers costs and simplifies maintenance.
Focus on High Mix, Low Volume Manufacturers: Unlike traditional robotics firms that target high-volume automakers, Sunrise is aiming for the 60% of European manufacturers who produce a variety of parts in smaller quantities.
Competitors in this space include Paris-based Inbolt, which also targets industrial robotic arms with modern AI techniques, and Physical Intelligence, which is developing foundation models to enable robotic arms to handle a wide range of objects. Both firms are part of a broader movement to make industrial robots more adaptable and easier to deploy.
Traditional industrial robots have often been custom-built for specific assembly lines, making them expensive and slow to implement. Sunrise’s strategy of productizing both hardware and software is designed to overcome these barriers, offering flexibility and speed to manufacturers that need to adapt quickly to changing production demands.
Sunrise Robotics has raised $8.5 million in seed funding, led by Plural, a London-based early-stage venture capital firm. Other investors include Tapestry, Seedcamp, Tiny.vc, and Prototype Capital. The company has declined to disclose its current valuation.
Currently, Sunrise Robotics employs 25 people in Ljubljana and operates across a dozen locations in Europe. The company intends to use its new funding to expand its team and scale up production of its robotic workstations.
What do we think about Sunrise Robotics in the larger picture?
Sunrise Robotics enters the market at a pivotal moment for European manufacturing. The sector’s labor shortage is expected to worsen as a significant portion of the workforce retires, and younger workers show less interest in factory jobs. Modular, AI-driven robotics could play a crucial role in maintaining productivity and competitiveness for small and mid-sized manufacturers.
The company’s focus on rapid deployment and adaptability addresses some of the main pain points that have historically limited the adoption of industrial robots among smaller firms. By reducing setup times and costs, Sunrise could help democratize automation, making it accessible to businesses that previously lacked the resources for such investments.
However, Sunrise is not alone in recognizing this opportunity. Competitors like Inbolt and Physical Intelligence are also working to lower barriers to robotic automation through AI and modular design. The success of Sunrise will depend on its ability to deliver on its promises of speed, flexibility, and affordability, as well as its capacity to scale production and support a growing customer base.
Early customer feedback appears positive. Andrew Buss, managing director at Asteelflash, an early Sunrise customer, stated that the company enabled them to “adopt cutting-edge innovation at remarkable speed,” with a fully trained, operational robot up and running within hours of delivery. If Sunrise can replicate such results across a range of industries, it could become a significant player in the evolving industrial automation landscape.
Sunrise Robotics’ emergence from stealth with $8.5 million in seed funding highlights the growing demand for flexible, easy-to-deploy automation solutions in European manufacturing. By leveraging AI, digital twins, and modular hardware, the startup aims to address the sector’s acute labor shortages and help smaller manufacturers compete in a rapidly changing market.
The company’s experienced founding team, rapid deployment model, and focus on high mix, low volume production set it apart from traditional robotics providers. As the market for industrial automation continues to evolve, Sunrise Robotics will be closely watched by both manufacturers and competitors for its ability to deliver scalable, adaptable solutions to some of the industry’s most pressing challenges.
