About us

Logo Connective Power
1995 - Herman founds Connective Power

Herman de Jager founds Connective Power (CP), a software development company. CP develops its proprietary omni-channel commerce platform Amyx. The Amyx platform represents the full IT infrastructure for medium sized retailers: webshop front-end, basic ERP functionality, cash register software for physical stores and warehouse management. 

Logo Commerce Squared
2011 - Sander founds Commerce Squared

After a career at Procter&Gamble and in retail strategy consulting, Sander Roose founds Commerce Squared. Commerce Squared is a boutique strategy consultancy firm specializing in digital growth strategy for retailers and manufacturers, serving clients like Ahold, Unilever, Decathlon and Microsoft. 

ADPS logo
2012 - Joint development of ADPS

The Amyx platform contained a basic dynamic pricing feature. There is a strong demand in the retail market for dynamic pricing. Therefore, Connective Power and Commerce Squared jointly develop a more advanced dynamic pricing system based on price elasticity of products: The Automated Dynamic Pricing System. This Dynamic Pricing tool is commercialized via a separate entity: ADPS BV. 

Omnia Logo
2015 - Founding of Omnia Retail

Omnia Retail is founded. The Pricewatch and Dynamic Pricing systems originally from ADPS are added as pricing Modules to Omnia. Omnia Retail also launches an integrated marketing module, consisting of a Feed Manager and Dynamic Marketing module.

Omnia Logo
2015 - 2017 - Omnia Retail grows rapidly

All Omnia modules are further improved to become even more advanced and an increasing number of retailers use Omnia to grow their business. Over the years, Omnia has become the market leader in the Netherlands, serving over 80 retailers, among which are leading pure e-commerce and omni-channel players. 

Connected Capital Logo
2017 - Omnia targets international growth

Omnia Retail receives a capital injection of several million Euros from Connected Capital, which will be used to target international growth.

Experience in all aspects of retail

Omnia Retail was created by the merger of founder Herman de Jager’s software development agency and founder Sander Roose’s strategy consultancy firm. Both companies were fully focused on the retail industry. Together, Omnia Retail's founders had over 30 years of experience in all aspects of retail. They have built a diverse multidisciplinary team, that combines the cutting-edge technical skills of software developers and UX specialists, with the data skills and deep industry knowledge of former retail strategy consultants.




Sander Roose

Sander Roose

Founder & CEO

Sander gained practical retail experience working within Customer Business Development at Procter & Gamble. After P&G, Sander – together with two former eBay business developers – became owner of online strategy consultancy firm Harvest, which was later acquired by Naspers (OLX). In 2011, Sander founded Commerce Squared, a boutique retail strategy consulting firm focused solely on digital projects.

Andrea Lamelas Puga

Andrea Lamelas Puga


As Chief Operating Officer, Andrea directs Service Delivery & Operations and the company’s finance and HR functions. Andrea aims to prepare the Omnia team for rapid growth and international expansion. Prior to joining Omnia, Andrea gained extensive experience in operations acting as Operation Manager and Operations Director for Backbase, heading a team of 200.

Omnia Retail was mentioned by

Financiele Dagblad
Marketing fuel

We're funded by successful investors

Connected Capital is an independent growth capital investor focusing on innovative technology companies that contribute and respond to increasing digitalization in the Benelux and Germany. Apart from capital, Connected Capital also offers intensive support around evaluation and implementation of growth strategy, globalization and general management support. Connected Capital has a complementary team of six experienced professionals with a background in private equity and strategy consulting. 



Geert van Engelen - Managing Partner at Connected Capital, former Managing Partner Bain & Company Netherlands

Omnia's leadership team is very strong and experienced, and lead a team of talented developers and sales consultants. Together they have built a rock-solid company with an extremely attractive growth potential in a highly innovative market. The company fits the investment philosophy of our fund and we look forward to using our knowledge, network and energy to help Omnia Retail reach its growth ambition.

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