Deda Stealth, a key player for Italy’s luxury brands, is entering the U.S. market through its acquisition of AI pricing platform Competitoor, aiming to enhance pricing strategies and inventory management.
Deda Stealth, a company integral to the operational backbone of approximately 70 percent of Italy’s luxury brands, is making a significant move into the U.S. market by acquiring a majority stake in the artificial intelligence pricing platform Competitoor. This strategic acquisition will allow Deda to leverage Competitoor’s expertise, marking its entry into the competitive landscape of American fashion technology.
Deda Stealth, part of Dedagroup, specializes in developing technology and artificial intelligence solutions that assist brands in various aspects of inventory management, from sourcing raw materials to production and distribution planning. The partnership with Competitoor, which has been operating for nine years and maintains a headquarters in New York, will enhance Deda’s offerings, particularly in AI-backed pricing and market intelligence, benefiting a collective of over 1,000 fashion clients, including notable names such as Bottega Veneta, Golden Goose, Pomellato, and Wolford.
Luca Tonello, the CEO of Deda Stealth, will also take on the role of president for the U.S. operations. He emphasized the company’s approach to offering its services individually, allowing clients to integrate the solutions based on their specific needs. “It’s the customer that has to put the pieces together and we will help them to put the pieces together in the best way,” Tonello stated.
Tonello underlined the importance of synchronizing market intelligence with cost management, suggesting that doing so could significantly drive profitability for brands. “It’s very important to use a tool that allows you to manage the financial planning of your business based on this price evaluation,” he explained, noting that effective financial management could directly affect profit margins.
As the fashion industry increasingly explores artificial intelligence’s potential, Tonello compared the ongoing adaptation to AI in planning tools to the earlier hesitance surrounding computer use in business operations when Excel first became popular. “The people have to trust the data and we have to build this trust…the result will have to be valuable,” he noted.
This expansion comes during a time of turbulence within the luxury market, characterized by a slowdown in price increases. Maurizio Catellani, CEO of Competitoor, who will continue in his role post-acquisition, remarked on the shifting landscape, stating, “The last two years brought a real crisis into the fashion industry.” He emphasized the growing necessity for brands to utilize tools like Competitoor to navigate competitive pricing strategies effectively.
Catellani further highlighted the challenges posed by fluctuations in prices stemming from geopolitical issues, particularly referencing the trade wars initiated during former President Donald Trump’s administration. These developments have created an increased urgency for brands to adapt their pricing strategies in response to tariff impacts. “The impact of tariffs could be that there will be significant price fluctuation,” Catellani said. He affirmed Competitoor’s commitment to data collection, asserting, “We turn data into information and information today is the most important thing that we can deliver.”
As Deda Stealth embarks on this new chapter in the U.S., the integration of advanced technology with market insights aims to position both companies as leaders in transforming how luxury brands approach pricing and inventory management.
Source: Noah Wire Services
