Alitheon, a Seattle-area startup that uses images to create and manage unique identifiers for physical objects, raised $10 million. BMW’s venture capital arm, BMW i Ventures, co-led the Series A round with Imagine Ventures.
Founded in 2016, the company aims to help customers from industries such as automotive, aerospace, medical, collectibles, and luxury goods prevent counterfeits and misidentified parts. The idea is to replace stickers, barcodes, QR codes, and other tools that the company says are susceptible to fraud, damage, manipulation, and loss.