WeMarket acquires fashionlab and strengthens its position in AI photography for fashion and e-commerce.
Jannick Troelsen
IKAST, DENMARK – August 17, 2026 – Danish agency WeMarket A/S today announces the acquisition of Swedish FashionLab. With the acquisition, WeMarket takes over the brand and customer base from FashionLab with a clear ambition to introduce these customers to the industry’s strongest AI photography solutions for the fashion industry.
WeMarket has recently distinguished itself with some of the absolute fastest-growing AI solutions tailored to the fashion industry and e-commerce. The technology enables fashion brands to create razor-sharp, professional fashion photos for their webshops faster and more efficiently than ever before.
Through the acquisition of FashionLab, WeMarket now aims to reach out to companies that have already explored the possibilities within AI-generated fashion and offer them a significant technological upgrade.
Thomas Haurum, founder of WeMarket, sees great potential in the acquisition and the synergy between the two brands:
“The acquisition of FashionLab is a strategically important step for us. We have built a technology that truly pushes the boundaries of what is possible with AI in fashion and e-commerce. Now we look forward to welcoming FashionLab’s customers to our platform and showing them how our solutions can truly elevate their visual expression and streamline their business,” says Thomas Haurum.
For WeMarket, the acquisition is largely about building on the interest and groundwork that FashionLab has already created in the market. Rasmus Stouby, Business Director at WeMarket, adds:
“The customers who have tried FashionLab have already shown immense curiosity and a willingness to optimize their e-commerce with new technology. Our task now is to carry that torch forward. We are ready with one of the industry’s absolute strongest and most thoroughly tested solutions for creating fashion photos, and we are convinced that we can create immense value for the customers we are now entering into dialogue with.”
At Swedish FashionLab, the handover also generates great excitement. For founders Lisa Bagge, Valentyn Shumakher and Camilla Westerlind, it has been important to ensure that FashionLab’s customers continue to receive the best possible solution and guidance.
“The sale to WeMarket simply couldn’t be a better match for us. FashionLab has always been about helping fashion and beauty brands create real business value with AI. Today, the next phase is about much more than AI-generated images. It is about connecting technologies, workflows, and services across the entire e-commerce business. That is exactly where WeMarket stands out. They combine strong technology with a deep understanding of e-commerce and know how to translate AI into real business value. Therefore, I am both pleased and completely confident in passing the baton. I am convinced that our customers are in the very best hands,” says Lisa Bagge, co-founder of FashionLab.
The acquisition formally takes effect on September 1, 2026, after which WeMarket will begin integration and outreach to FashionLab’s portfolio of current and former customers.
For further information, please contact:
WeMarket A/S Thomas Haurum, Founder E-mail: th@wemarket.dk Phone: +45 22 97 02 71 Website: wemarket.dk
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