About
We ran these operations before we automated them.
Our story
We started at the catalog because everything else is attached to it.
This didn’t start with a thesis about AI. It started with a problem we kept running into, across 15+ years and every retail company we built or ran.
We’ve run FMCG at Amazon across Italy and Spain, on more than €3B in P&L. We took Everli from 10 people to 300 across four countries and past €100M in revenue, on more than $100M raised. We built an electronics retailer from zero to €30M, the order management system behind Zalando’s Connected Retail, used by 10,000 European merchants, and the omnichannel layer inside Shopify Core.
Different companies. Same week.
A launch blocked on missing attributes. A marketplace rejecting a feed because a rule had changed. A new market opening with 100,000 products that needed accurate content in a language nobody on the team spoke.
Every time, the answer looked the same: spreadsheets, agencies, offshore teams, and someone still fixing things at 8pm.
Eventually we understood why. The catalog sits underneath everything. Search reads it. Ads depend on it. Marketplaces validate against it. Merchandising sorts by it. Shelf labels are generated from it. Every downstream system assumes the product record is correct, and quietly breaks when it isn’t.
Retail already spends billions on this complexity: PIMs to store the data, feed managers to distribute it, then agencies and offshore teams to do what the software can’t. The software was built to manage data, not to do the work.
Now there’s a new reader of that data: AI agents. They are starting to discover, compare and buy on behalf of consumers, and by 2030 they could mediate up to $5T in global retail sales. They don’t interpret messy data the way a person does. They read the record.
If the information isn’t there, the product isn’t just worse. To the agent, it may as well not exist. And every retailer is building that future on the catalog they have today.
So we built the layer that fixes it. Specialised agents that do the work of retail catalog operations, running on our platform, in production on customer catalogs, with a person accountable for every value they publish.
Not another tool to configure. Not an agency that delivers a project and walks away.
A product company. The agents are the product. And the Retail Engineers deploying them work alongside the engineers building them.
What we value
Our principles
Six of them, and they are the ones we hire, review, and argue against.
- 01
Own the Outcome
You always own it, even when the AI did it. Delegating work never delegates responsibility for the result.
- 02
Feedback First
Feedback is the shortest path to the truth: go get it, and give it.
- 03
Craft
Average is free now. We are not. Know the difference between good and great, and close that gap.
- 04
Fast by Default
Fast where we can undo, careful where we cannot.
- 05
Low Ego
Fall in love with the outcome, never with the solution.
- 06
Customer First
Burn tokens, not trust. When our economics and the customer's value conflict, the customer wins.
Where we work
Three offices, one team.
Three days a week in the office, minimum. Close enough to solve things in the same room, flexible enough for the rest of your life.
Milan
Italy
Barcelona
Spain
London
United Kingdom