Press release

Accel Robotics Expands Its Executive Team, Further Strengthening Market Leadership in Next-Generation, Checkout-Free Stores

Sponsored by Businesswire

Accel Robotics, a San Diego-based startup focused on AI and computer vision for checkout-free stores, today announced it has hired Dr. Ron Khormaei as VP of Engineering and Jeff Hermann as Senior Director of Product Management. These additions continue the rapid growth of the company as highlighted by the significant new investments earlier this year and sustained organization growth over the last two years. Hermann and Khormaei bring years of multi-disciplinary industry experience and will focus on advancing Accel Robotics’ platform to help its retail customers usher in the next era of retail stores – a seamless and checkout-free in-store experience.

COVID-19 has heightened the already strong consumer demand for a safe, in-store shopping journey that minimizes contact. Accel Robotics’ camera-based AI and computer vision system allows shoppers to enter a store, grab the items they want, walk out, and receive a receipt via text message or app notification. Additionally, the platform empowers retailers to quickly deploy stores in new environments, allowing them to extend their reach, acquire new customers and increase revenue while adhering to strict safety guidelines.

“The retail industry is changing at an unprecedented rate, and the need for advanced technology has never been greater,” said Brandon Maseda, co-founder and CEO, Accel Robotics. “We are excited to have Ron and Jeff join our team to continue driving the innovation behind our technology platform and give retailers the advanced solutions they need for next-generation stores.”

Dr. Ron Khormaei, VP of Engineering

As VP of Engineering, Khormaei is tasked with taking Accel Robotics’ technology platform to the next phase of commercialization. He will lead the engineering team and work closely with Accel Robotics’ CTO to integrate the technology into planned products as part of the company’s long-term roadmap.

“I am excited to join Accel Robotics and further our technology leadership in automated stores,” said Khormaei. “The company has proven core competencies that matter to retailers, and I am confident our team will deliver on advancing Accel Robotics’ technology solutions and opening new windows of opportunity.”

Khormaei brings in a unique experience mix of startup leadership as well as executive roles in large multinationals. He has held CEO and VP of Engineering roles at several startups, including Ossia, Clarisonic, and FINEX Cast Iron Cookware. He is also currently an adjunct Associate Professor at Portland State University, with courses and research in Technology Management and New Product Development. Khormaei started his career at Planar Systems, leading the company’s advanced display research. After Planar, he held various management roles for 13 years at HP, where he led technology initiatives resulting in numerous consumer and commercial products. He served as Director of Engineering for the company’s OEM Printer Division, where he managed a global engineering team and multiple external design partners.

Khormaei earned a PhD in Electrical Engineering from Oregon State University in 1995. He has been awarded the 2012 OSU Academy of Distinguished Engineers recognition, published over 30 papers and holds more than 15 patents.

Jeff Hermann, Senior Director of Product Management

As Senior Director of Product Management, Hermann will focus on growing the company’s product management team and expanding Accel Robotics’ solution offerings. With a deep understanding of market requirements and the competitive landscape, Hermann will help the company deliver a complete store technology platform as quickly and efficiently as possible.

“I am thrilled to join Accel Robotics at a time when the retail industry is going through a transformative period, and I see tremendous growth opportunities ahead of us,” said Hermann. “Accel Robotics is on track to help usher in a new age of commerce by providing retailers and shoppers with new ways of interacting that redefine the customer experience.”

Hermann is a seasoned product marketing professional with proven success in leading and developing product management teams to provide innovative and competitive products, while also focusing on premium customer experiences that drive revenue. Prior to joining Accel Robotics, Hermann was the director of product management at Fox Factory, Inc., where he oversaw product management for the Powered Vehicles division, covering both new technology introductions into OEM vehicle applications, and retail aftermarket product lines. Before that, he served as senior product marketing manager in the semiconductor industry at Entegris, Inc. for 10 years, where he managed product lines for ultra high purity gas purification and delivery systems. Hermann holds a Bachelor of Arts in Interdisciplinary Computing in the Arts from UC San Diego.

“Ron and Jeff’s cross-disciplinary backgrounds and range of industry experience will be invaluable as Accel Robotics grows and strengthens our position in the market,” said Maseda. “I’m looking forward to working with them to accelerate our growth by delivering the next generation of retail store technology.”

To learn more about Accel Robotics, click here.

About Accel Robotics:

Accel Robotics,, enables checkout-free shopping experiences across existing and emerging store formats. Our camera-based AI system allows any shopper to enter a store, pick the items they want, then walk out, receiving a receipt via text or app notification. The end result is a better, more convenient, shopping experience that improves existing stores while enabling new stores where people live, work, travel, and play.