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Guy Glass is one of Israel’s e-commerce pioneers. He founded StyleRiver, the first fashion e-commerce site in Israel. As COO and CTO, Guy needed to address order fulfillment problems which led him to search for an economic warehouse robotics solution that offered adaptive processes that can work with their existing infrastructure and flexible enough to handle sales spikes.

In order to get the solution to his problem, Guy partnered with Dr. Ilan Cohen and Danny Frishman and they founded Caja Robotics in 2014. Caja Robotics is a visionary software and robotics expert that is changing the world of warehouse logistics through robotic fulfillment. Shortly after the foundation of the company, Reuven Della-Torre joined Caja Robotics and he currently serves as its CTO.

Reuven Della-Torre

Reuven is an experienced CTO who has expertise in robotics, media content provision, telecom, web, and mobile markets. He has an in-depth knowledge of autonomous guided robots, warehousing, and video streaming communication.

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Here’s a glimpse of what you’ll learn:

  • Guy Glass talks about the idea behind Caja Robotics
  • Why the co-founders of Caja Robotics took the risk and built their massive robotics project
  • Reuven Della-Torre talks about how Guy convinced him to work on the robotics project
  • The technology behind Caja robots
  • Why logistics companies prefer using Caja robots
  • How Caja Robotics scored their first robotics client
  • The things that went right and wrong after the first installation of Caja robots
  • The biggest motivator for companies to invest time and money in Caja Robotics
  • Reuven talks about the biggest challenge he faced while building Caja robots
  • Guy’s biggest challenge while building the company’s product

In this episode…

The fast-paced growth in e-commerce has created a new problem for retail brands and logistics companies – warehousing and labor. They worry about maximizing their space, saving labor costs, expanding, and contracting their operations in order to meet demands. And one of the things that have proven to be incredibly helpful in addressing this problem is by turning to automation and robotics.

However, automation and robotics itself poses a different set of problems. How can these companies automate their 20k+ square feet warehouse using robots in a cost-effective way that is flexible enough to not rejig of their entire set up and processes? Caja Robotics has found a way to make automation and robotics work for multiple companies and they have successfully helped them with realizing their robotic fulfillment solution.

Listen to this episode of the Inspired Insider as Dr. Jeremy Weisz talks with Guy Glass and Reuven Della-Torre of Caja Robotics about how to manage a large warehouse efficiently using robots. Guy and Reuven will be discussing the idea, motivation, and funding behind Caja Robotics, how the Caja robots work, the problems they solve, and why their clients love them. Stay tuned.

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Episode Transcript

Jeremy Weisz

Dr. Jeremy Weisz here, Founder of where I talk with inspirational entrepreneurs and leaders and their challenges their ups and downs and and before I introduce today’s guest Guy and Reuven, you know, I like to point people to other episodes. And I’ve had this amazing they’re part of the Israel Business Leader series I had Mois Navone of Mobileye. And he talked about the mobile journey being acquired by Intel, for $13.2 billion, which is amazing. I had Yossi Vardi and Jon Medved, and they came on separately and they talked about their journey. And you know, I made them talk about their biggest misses, who they didn’t invest in which, right in retrospect, it’s always 2020 but who seals the listeners episodes to hear who were their biggest misses that they’re like, I cannot believe I passed on that. That and many more on This episode is brought to you by Rise25 I co-founded with my business partner John Corcoran, and we help businesses give to and connect to their dream 100 partnerships and clients. We do that by helping you run your podcast so you know in my life, you know Guy and Reuven the number one thing in my life is relationships. So I’m always looking at giving to my best relationships, profiling, the companies I love and the people I love on my podcast to get them more exposure and that my podcast has been the best thing I’ve done for my business in my life. So if someone has questions, you can go to and also you know, it’s inspired both of you may appreciate this by my grandfather who was a Holocaust survivor and his legacy lives on because the whole cost foundation did an interview with him which is on my About Page of Inspired Insider so there’s an hour long interview with him talking about the atrocities that happened and so if you are okay with graphic detail, then I would check that interview out. It’s on page so check that out as well. So before no further ado, I want to introduce today’s guest A big thank you to Guy Barner I don’t know if you if either of you know him but he’s like you must have Caja Robotics on you must have him on so thank you Guy and Uri Adoni Adoni of The Author of Unstoppable Startup: Mastering Israel Secret Rules of chutzpah so check that out so but I’ve Guy Glass is one of Israel’s e-commerce pioneers founded StyleRiver, the first fashion e commerce site in Israel and his role as CTO and CEO. What he did is he experienced huge challenges. If anyone’s had an e commerce site, they experienced challenges in the world of fulfillment, especially I don’t care what’s going on. It’s always about the operations. And it led him to search for an economic warehouse robotic solution, which was adapted to his needs for infrastructure. So he partnered with Dr. Alan Cohen, Danny Fishman, and Reuven Della-Torre. And for Caja Robotics, so check it out. If you haven’t seen their videos on YouTube. They’re remarkable. You know what robotics with robots can actually do. And Reuven is also experienced in robotics, media content providers, Telecom, web mobile markets as CTO and he’s a deep knowledge of autonomous guided robots, warehousing, video streaming communication. Thank you both for being here. All the way from Israel.

Guy Glass

Yeah. Hi, again. So

Jeremy Weisz

I want to start with, you know, Guy go back to the idea.

Guy Glass

Behind Oh, yes. So as you said, we had the 2009, I founded style evil with my partner. And we sold most of our show to the biggest media company in Israel, and keshet malko. It was around 2012. And back then, after we started growing dramatically, we started to look for a robotic solution to our own use. And from the beginning, I had a few few things that it was like a demand for me. I wanted to look for a robotic solution with very low AI, something that will not require for me to change the infrastructure that can keep us my own shelving can keep us my own flow, my own boxes. And back then the only thing that I founded the market he was Kiva System that later on, acquired by Amazon. So I can with this concept to develop a very flexible very scalable, robotic solution, the company that I work for StyleRiver After I sold most of my chair didn’t want to invest in this technology. So the middle of 2014 formally acquired the company join, as you mentioned with Ilan, Dr. Ian Cohen and Danny frishman. To found we founded the Kaka two months, one month or two months later already, also open joined us first year, first year, we just run for our money we took out of our pocket, and the only ideas and sketches. But basically, we started to recruit employees and raise money only a year after. So what you will see in our site and our technologies, basically around five years, so when from this five years, and most of the time we develop our technology. And in the last a year and a half, it really started to sell in stole our system.

Jeremy Weisz

Yeah. So you know,Reuven a second, I’ll be talking about the technology. But But Guy, it seems like a huge undertaking, you know, starting a robotics company, it’s not like, there’s no minimum minimum viable product that you could just go out the door and start testing right away. What What made you I’m not gonna say crazy enough to be like, I’m gonna undertake this, this seems like a big project.

Guy Glass

Yeah, it’s a big project. But our vision from the beginning was is I think the cloud technology is a good example. For that we try, we are trying to put as much as possible effort in the software side, and to do something very elastic, very flexible. And that is why I have the I mean, one of the main reason my backward, I’m a software engineer, in a Reuben also will talk also a huge experience. Also master’s degree in mathematics and software. So this is our concept, the concept is to build machines that based on the cloud, based on software, the robots, the brain of the robot should be in the cloud. And in that way, we have a lot of flexibility. So we had a lot of comfort from the beginning, that we can achieve that by a very low investment in terms of hardware, and invest most of our efforts in software. And as you know, I’m assume most of the people know that Israel is most familiar in this software capabilities and less in the hardware. And this is what we try to achieve them. I think we achieved it.

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