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About Omnia

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About us

Omnia Retail is the company behind Europe's first dynamic pricing software. Built by two industry experts — one a retail software engineer, the other a retail strategy consultant — Omnia was created to help each founder’s respective clients achieve more with their pricing.

Omnia’s mission is to help retailers and brands take control of their pricing and grow profitably with automation and insights. The enterprise-ready software makes it easy for teams to manage pricing without the need for IT.

Omnia’s history is what makes us unique.


Omnia co-founder Herman de Jager founds Connective Power (CP), an agency focused on creating custom-made software for clients. 


Sander Roose begins his customer consultancy role at Procter & Gamble.


CP creates the omnichannel commerce platform Amyx for a client.


Sander founds Harvest consultancy firm and heads the Retail segment of the company.


CP creates a basic dynamic pricing functionality and adds it to the Amyx platform.


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.


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


Omnia becomes a Premier Google Partner.


Omnia opens a London office on Wapping Lane.


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


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


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


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

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
Chief Technology Officer

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.

Vanessa Verlaan
Chief Operations Officer

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. 

Berend van Niekerk
Head of Product & Consultancy

Berend van Niekerk has been with Omnia since the start. While he has been involved in many departments over the past years, he now is fully responsible for Product and Consulting. Making sure that we keep on growing the value our platform provides and that our customers utilize that value to the fullest.


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