Omnia was founded in 2015 with one goal in mind: to help shops take care of their assortments and grow profitably with technology. Today, our full suite of automation tools give you superpowers and help you save time on tedious work, take control of your assortment, and build more profitable pricing and marketing strategies.


Our Story

We've been at the forefront of retail technology innovation since 1995.

Omnia co-founder HERMAN DE JAGER founds Connective Power (CP), an agency focused on creating custom-made software for clients

SANDER ROOSE  gains retail experience working at Proctor & Gamble.

CP creates the omnichannel commerce platform Amyx for a client.
Sander starts boutique consultancy Harvest together with 2 former eBay business developers, leading the retail practice.
CP creates a basic dynamic pricing functionality and adds it to the Amyx platform.
April 2012
Sander starts Commerce Squared (C^2), a retail strategy consultancy specifically focused on e-commerce and omnichannel retail.
C^2 and CP jointly develop a more advanced dynamic pricing platform based on product price elasticity. Together, Sander and Herman sell this Automated Dynamic Pricing System under a new company name: ADPS.

CP and C^2  merge and create a completely new platform including marketing automation, creating Omnia Retail as a result.


Omnia receives funding from Connected Capital, allowing the company to expand internationally and further improve the product.

Nov 2017

Omnia moves to a bigger office in Amsterdam to accommodate the rapidly growing team.

March 2018

Omnia becomes a Premier Google Partner.

June 2018

Omnia opens a London office on Wapping Lane.

September 2018

Omnia is selected to participate in Lafayette Plug and Play, the premier business accelerator for retail and e-commerce companies.

October 2018
Omnia launches the first-ever Omnia REINVENT, a yearly event about the latest developments in retail innovation.
July 2019

Omnia's Management Team expands to include Sjoerd Prins, Haiko Krumm, and Nathan Johnstone.

October 2019

Omnia's hosts REINVENT 2019 at the Volkshotel in Amsterdam.


Our values

Never stop learning
Never stop learning

Since the mid-90s, we’ve been the key innovators of retail technology. We’ve only managed to do that by constantly learning, testing, and improving on our ideas.

Diversity breeds better outcomes
Diversity breeds better outcomes

We're an ideas company. And our best ideas come from varied sources. That's why we source talent from around the world and have 11+ nationalities in our office.

An obsession with excellence

Being useful isn't enough for us. We want to be the best. And since we only win when our customers win, we work every single day to ensure we're delivering the top solutions on the market and in the world.

Sander Roose
Sander Roose
Founder & CEO

Sander Roose is a serial entrepreneur, sports enthusiast, and founder & CEO of Omnia Retail. With well over a decade of retail experience, working on the retail side of Procter & Gamble to retail strategy consulting at Harvest and Commerce Squared, Sander loves puzzling through retail's greatest challenges by combining strategy with technology. As CEO, he sets the course for Omnia and guides the company through strategic changes and growth.

Sjoerd Prins
Director of Finance

Previously Senior Business Controller at Omnia, Sjoerd now serves as the company's Finance Director. In this role, Sjoerd manages the Omnia Finance team and monitors the financial health of the company to make sure we are on track for sustained growth. Sjoerd has previously worked as a Financial Controller for ABN AMRO and was a Senior Associate at GE.

Nathan Johnstone
Nathan Johnstone

Nathan Johnstone, CTO, is responsible for guiding Omnia’s technical future and ensuring the scalability and stability of the platform. This includes setting technical principles for the company, planning and prioritizing projects, and further developing the Omnia roadmap. Nathan previously worked at Coolblue for 2 years as a Senior Software Developer and .NET Pathfinder / Architect.

Haiko Krumm
Haiko Krumm
Vice President of Customer Success

Haiko Krumm, is the Vice President of Customer Success at Omnia. Haiko leads the Customer Success team to ensure customers get as much value out of the Omnia software as possible. This role is not new to Haiko, who served as the Vice President of Customer Success — and member of the management team — at the SaaS company inSided before joining Omnia.

Vanessa Verlaan
Vanessa Verlaan

Formerly an external People Operations lead for Omnia, Vanessa Verlaan now serves as Omnia's COO. With over 10 years of experience in Operations working in companies like USG People and Martinair, Vanessa's well-suited to the challenge of creating a foundation for growth by optimizing Omnia's operations and creating a high-performance culture within the company. 


Get in touch

Questions, comments, business inquiries or something else altogether? Click here to get in touch with Omnia, and we'll get back to you with an answer.