Omnia Retail acquires German pricing software provider Patagona. Both companies are specialized in dynamic pricing software and with the integration Omnia will become Europe’s leading enterprise pricing solution.
“By combining our strengths, the new holding is the leading B2C-retail dynamic pricing vendor in Europe.”


Omnia founder & CEO Sander Roose will become the group CEO. Patagona’s founders Andreas Frankenberger and Maximilian Bank will become group CTO and CCO, respectively. Sander Roose’s view on the future of the company: “COVID driven e-commerce acceleration has increased the need for dynamic pricing software for retailers and brands in all product categories. By combining our strengths, the new holding is the leading B2C-retail dynamic pricing vendor in Europe. This step also guarantees a strong local presence in the crucial DACH region. Our main focus is further improving our service level to retailers and brands by accelerating product development. With the addition of the Patagona team, we have all the required expertise to ensure our customers can leverage the power of machine learning (AI) for pricing insights and price optimization, which is a key product priority for the coming years.”


“Leading the way together with a strong, ambitious and dynamic company that shares the same values.”


Andreas Frankenberger and Maximilian Bank believe that the effect of joining forces will have a very positive impact on the customer side: “To provide our customers with the best possible solution – in data quality as well as retail know-how – we are committed to leading the way together with a strong, ambitious and dynamic company that shares the same values as Patagona: Omnia Retail.”


The group raised growth financing provided by ABN Amro, which enables the group to invest more heavily in the continuous development of the platform. The funding allows the company to take a large step forward towards reaching its ultimate goal of becoming the global market leader in retail pricing software. SaaS investor Connected Capital & Partners remains on board and continues to be an important strategic partner for the company’s further growth.


Both companies plan to operate as one company, with locations in Amsterdam and Darmstadt. The combined leadership team is an important first step in that direction. Omnia and Patagona’s customers can continue to rely on both companies’ products as those will continue to exist.


About Omnia Retail
Omnia’s software uniquely combines dynamic pricing automation with various market data sources, from platform data like Google Shopping and Amazon to direct scraping. The company has over 15 years of retail and pricing experience, which makes them experts in guiding its customers on their path towards more pricing maturity. Omnia’s customers include Decathlon,,, Signa Sports, Media Markt, De Bijenkorf, Philips, Samsung and Accell Group.


About Patagona
Patagona develops software-based e-commerce solutions. With its main products, Patagona enables online retailers to optimize their sales prices automatically and helps brands to get a global market overview of their product prices online. Using deep technical AI in their software solution, customers like METRO, Kaufland, Intersport, L’Oréal and LVMH benefit from their pricing expertise.

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