SuperCircle Raises $24M Series A to Scale Retail’s Waste Management Operating System
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By PAGE Editor
As global retailers grapple with tightening margins, regulatory pressure, and a mounting waste crisis, SuperCircle has emerged as a defining force in the next chapter of circular commerce. The company announced today that it has raised $24 million in Series A funding, led by Foundry, with participation from BBG Ventures, Renewal Fund, and Elemental Impact. The investment accelerates SuperCircle’s mission to become retail’s first full-stack, AI-powered operating system for profitable, compliant, and traceable textile waste management.
Each year, an estimated $163 billion worth of unsold inventory is discarded worldwide, while more than 85 percent of textiles end up in landfills or incinerators. In the U.S. alone, retailers absorb billions in losses tied to returns, damaged goods, excess inventory, and write-downs. SuperCircle was built to address this systemic failure—transforming waste from a cost center into a value-generating asset.
At the core of SuperCircle’s platform is a digital operating layer that manages post-consumer and post-industrial textile disposition at scale. The company currently powers end-of-life optimization for more than 75 leading retail partners, including J.Crew, GUESS, Reformation, FIGS, and Parachute Home, supporting nationwide consumer trade-in programs as well as supply-chain disposition across stores and distribution centers.
“In my early career inside major retail supply chains, I saw firsthand how much product was written off or discarded annually, garnering only pennies on the dollar because there were no viable end-of-life pathways,” said Chloe Songer, CEO and Co-founder of SuperCircle. “We built SuperCircle to give retailers a scalable, financially sound system for end-of-life—one that generates value long after purchase while drastically reducing losses tied to excess, damages, and returns.”
SuperCircle’s proprietary AI-powered sortation engine evaluates more than 50 garment-level data points to create a digital twin for each item, determining its most profitable and sustainable next life. From resale and reuse to fiber-to-fiber recycling, each textile is traceably routed across more than 50 reuse and recycling streams throughout the U.S. and Canada. The system continuously improves as data compounds, unlocking measurable cost savings, new revenue streams, and regulatory readiness—particularly as Extended Producer Responsibility (EPR) laws expand and hold brands accountable for end-of-life outcomes.
As retailers face increasing scrutiny over waste and sustainability claims, SuperCircle provides the infrastructure required for the next era of accountability—where every produced asset must deliver value beyond its first lifecycle.
Series A funding will be used to accelerate technology development, expand supply chain and reverse logistics integrations, grow processing capacity, and enhance data architecture to support seamless compliance reporting. The capital will also fuel rapid onboarding of enterprise retailers seeking turnkey solutions rather than fragmented, low-impact fixes.
“Retail needs a system that flips the script on waste—turning would-be liabilities into revenue streams,” said Nisha Dua, Managing Partner at BBG Ventures. “SuperCircle moves the industry beyond incremental solutions, offering infrastructure that works at scale.”
Jaclyn Hester, Partner at Foundry, echoed the sentiment: “SuperCircle is delivering unprecedented visibility and control at end-of-life, an area long dominated by opaque liquidation channels. Their platform sets a new industry standard—combining regulatory readiness, measurable impact, and profitable outcomes.”
To date, SuperCircle has diverted more than 6 million textiles from landfill. By 2030, the company aims to responsibly and profitably divert over 1 billion textiles, signaling a paradigm shift in how retail defines value, waste, and responsibility.
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