Draft:Omnia Retail
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|  |
| Type | Private |
|---|---|
| Industry | Software as a service |
| Founded | 2012 in Amsterdam, Netherlands |
| Founders | Sander Roose, Herman de Jager |
| Headquarters | Amsterdam , Netherlands |
Number of locations | Amsterdam, Netherlands; Darmstadt, Germany |
Area served | Europe |
Key people | Sander Roose (CEO) |
| Products | Dynamic pricing software |
Omnia Retail is a Dutch software as a service company headquartered in Amsterdam that develops dynamic pricing software for retailers and consumer brands. Its platform collects competitor pricing data from online sources such as comparison shopping engines and online marketplaces, and applies configurable business rules to calculate and adjust prices across e-commerce assortments.[1][2]
The company was founded in 2012 and operates from offices in Amsterdam and Darmstadt, Germany, the latter following its 2021 acquisition of the German pricing software provider Patagona.[2]
History
[edit]Omnia Retail was founded in 2012 in Amsterdam by Sander Roose, a former retail strategy consultant, and Herman de Jager, a retail software engineer.[3] The company initially served the Dutch market and began expanding to other European countries from 2018.[4]
In October 2017, the Dutch investment fund Connected Capital acquired a minority stake in the company to finance international expansion. The sum was not disclosed; Het Financieele Dagblad reported it to be in the millions of euros.[1] Trade coverage at the time placed Omnia among a group of dynamic pricing vendors that included Blue Yonder and Prisync.[5]
In November 2021, Omnia Retail acquired Patagona GmbH, a pricing software provider founded in 2013 in Darmstadt by Andreas Frankenberger and Maximilian Bank. The acquisition was financed with growth capital from ABN AMRO. Following the deal, Roose became group CEO and the Patagona founders took the roles of group CTO and CCO.[2][6]
In 2025, the company added an agentic artificial intelligence assistant for pricing analysis to its platform.[7]
Products
[edit]The company's platform combines competitor price monitoring with automated repricing. Prices are collected from comparison shopping engines, online marketplaces and retailer websites, and are recalculated according to rules set by the user, such as margin floors and price positioning relative to competitors.[3][1] Pricing logic is configured through a visual editor rather than written as code.[3]
Earlier versions of the product also included a bid management tool that set online advertising bids at product level.[4]
The software is used both by retailers managing competitive pricing across large assortments and by brands and manufacturers monitoring the prices at which resellers sell their products.[3]
In December 2020, Het Financieele Dagblad and BNR commissioned Omnia Retail to analyse Amazon's pricing in the Dutch market following the launch of Amazon.nl. The analysis compared thousands of popular products and found Amazon to be between roughly 7 and 18 per cent cheaper than Dutch competitors including Bol.com, Coolblue, MediaMarkt and Wehkamp.[8][9]
Operations
[edit]The company is headquartered in Amsterdam and has a second office in Darmstadt, Germany. Its customers are concentrated in European e-commerce categories such as consumer electronics, sporting goods and DIY.[2][6]
See also
[edit]References
[edit]- 1 2 3 "Connected Capital investeert in Omnia Retail". Computable (in Dutch). 5 October 2017. Retrieved 19 August 2026.
- 1 2 3 4 "Omnia Retail koopt Duitse concurrent Patagona". Computable (in Dutch). 19 November 2021. Retrieved 19 August 2026.
- 1 2 3 4 "Startup interview: Sander Roose, Founder and CEO, Omnia Retail". Retail Technology Innovation Hub. 27 August 2020. Retrieved 19 August 2026.
- 1 2 "Q&A: Sander Roose, founder and CEO of Omnia Retail". Growth Business. 11 January 2019. Retrieved 19 August 2026.
- ↑ "Connected Capital investeert in groei van pricingspecialist Omnia". Consultancy.nl (in Dutch). 19 October 2017. Retrieved 19 August 2026.
- 1 2 "Omnia Retail Acquires Patagona". Mergr. Retrieved 19 August 2026.
- ↑ "The Price Points Blog by Omnia Retail". Omnia Retail. 10 September 2025. Retrieved 19 August 2026.
- ↑ "Amazon bestookt Nederlandse markt met bodemprijzen". Het Financieele Dagblad (in Dutch). 30 December 2020. Retrieved 26 August 2026.
- ↑ "Nederlandse consument vaak goedkoopst uit bij Amazon". RetailTrends (in Dutch). 30 December 2020. Retrieved 26 August 2026.
External links
[edit]Category:Software companies of the Netherlands Category:Companies based in Amsterdam Category:Dutch companies established in 2012 Category:Software companies established in 2012
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