Focus on France as AI driven inventory optimisation solution WAIR enters Southern Europe market

WAIR is this month officially launching in Southern Europe.

Born in Shoeby’s stores in the Netherlands, WAIR is an AI solution designed to help retailers manage inventory more efficiently. It is working with brands such as Ralph Lauren, The North Face and Steve Madden.

Together with Mitch van Deursen, the company’s founder, Ilana Mahrouch will head up this move with a strong presence in France and further expansion planned in Spain, Italy, and Portugal.

“At Shoeby we were running at 7% EBITDA. It was too low. We needed to double this at least,” says van Deursen. “99% of revenue comes from product, so managing inventory profitably is the real battlefield. If you do this well, you transform the business.”

That realisation gave birth to WAIR. It is designed to make millions of decisions every day with over 95% accuracy: what products to send, to which store, at what time. “One store manager told me: ‘For the first time, I’m not firefighting with stock every day.’ That was when I realised: if it works for us, it can work for any retailer.” Today, Shoeby runs at 15% EBITDA.

“Retail has seen so many waves of innovation payments, e-commerce, loyalty, digital marketing, customer experience. But one of the most critical aspects, inventory, has remained in the stone age. Almost no one is addressing it properly, and yet it’s existential. That’s why I joined Mitch: to put the spotlight on where retail wins or loses,” says Mahrouch.

She adds that Southern Europe is a natural next step. “As someone once told me, the most iconic brands in the world are in Southern Europe. From heritage maisons to bold newcomers, the region combines creativity with ambition, but still struggles with the same inventory imbalances. WAIR’s unique strength is that it was born inside retail, not outside it - designed by retailers, for retailers.”

“What sets us apart is trust,” says van Deursen. “We don’t just deliver a tool; we build lasting partnerships. Our difference is a true construction with brands and retailers.”

The duo will soon embark on a Southern Europe retail tour, meeting brands and partners. Mahrouch will also take on a global role in building WAIR’s partner ecosystem.

“We have an end-to-end story to build together - with PoS systems, ERP solutions, and iPaaS platforms - so that WAIR integrates seamlessly into the way retailers already run their business,” she adds.

Nordics

WAIR recently appointed Henrik Hällberg as Managing Director - Nordics.

He joined from 2024 RTIH Innovation Awards winner Sitoo where he served as Partner Manager.

In a LinkedIn post, he said: "After an incredible journey at Sitoo, it’s time for something new. Working with the amazing team there has been one of the most rewarding parts of my career. I’m proud of what we’ve built together and grateful for the friendships, challenges, and growth along the way.”

“Huge thanks to everyone who’s been part of the ride especially Jens Levin (Co-founder and CEO), Michael Meurlinger (CTO) as well as the partner and sales team, your support and passion have meant a lot."

He added: "Now, I’m excited to share that I’m starting WAIR Nordic together with Ola Schröder (who also joins from Sitoo, taking on the role of CCO), where we’ll be building and growing the business in the Nordics. In a time where speed, margins, and sustainability are critical, we’re helping fashion brands stay ahead with smarter, faster tools tested and proven in the real world.”

2025 RTIH INNOVATION AWARDS

AI will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.