Mission + Vision
When Omnia Retail was founded just over a decade ago, the industry of dynamic pricing software was in its infancy. In other words, our founders were not only building Omnia from scratch but the industry as a whole.
Combining the ambitions and expertise of one retail software engineer and another strategy consultant, Omnia created its vision and mission: To provide enterprises and small-to-medium businesses with a tool that manages their pricing strategies and grows their profit margins.
In essence, we give retailers and brands superpowers by unleashing the full potential of pricing data through market data, insights and automation.
In 2021, Omnia acquired Patagona, a pricing SaaS company in Germany, helping us forge our way forward as we grew in size, location and in our product offering.
Today, direct-to-consumer brands and retailers across Europe are empowered with the support, insight and know-how to seamlessly implement their commercial strategies.
Our Management Team Is Excited to Meet You!
Sander
Roose
Founder and CEO
Before founding Omnia Retail, Sander began his career at Procter & Gamble and then, later on, spent time as a retail strategy consultant at Harvest and Commerce Squared.
Graduating with an MSc degree in Industrial Engineering & Management Science from the Eindhoven University of Technology, Sander brings two decades of knowledge and experience to the SaaS and e-commerce landscape.
Sander is also a husband, father and biking enthusiast who loves to take on the challenges of pricing strategies and market changes.
Andreas
Frankenberger
CTO
Andreas founded Patagona in 2013 with Maximilian Bank in Darmstadt, Germany.
He leads the entire technical team, including the software developers, and determines the speed and prioritisation of the next steps for each project.
Andy loves good food - and knows how to cook well too.
Berend van
Niekerk
Head of Product
Berend is our Head of Product and a proud father and husband. He has worked in the various departments of the company, making him well-versed in all things Omnia.
Berend has been with Omnia since the very beginning, making him one of the original Omnian team members!
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Suzanne
Meinders
CCO
Suzanne joined Omnia in 2021 as an Account Executive and has grown into one of the company's most energetic leaders. As Head of Customer Success, she steered Omnia through the post-merger integration with Patagona and a full platform migration. While keeping our customers happy through all of it.
Now, as CCO, she leads the entire go-to-market team. Outside of work, Suzanne co-founded Customer Success Snacks, a community for CS professionals in the Netherlands, because she believes the best customer experiences are intentional.
Melissa
Castelyn
CFO
Melissa joined Omnia in 2021 as a Financial Controller and has been a cornerstone of the company ever since. Over the years, she worked her way up through our finance team before stepping into the CFO role in 2026. As a Chartered Accountant, Melissa brings deep expertise in financial controlling, management accounting, and analytics to the team.
Behind every growing company is someone building the financial foundation for what's next. At Omnia, that's Melissa.
