Competitoor welcomes Deda Stealth’s strategic expansion into the French market

Deda Stealth, the Italian Fashion Tech leader and a key reference point for European luxury and apparel brands, has officially announced a major step forward in its international expansion: a strengthened presence in France. This move marks a pivotal milestone not only for Deda Stealth, but also for Competitoor - which has been part of the Deda ecosystem-further amplifying our reach and our ability to support brands across one of the world’s most influential fashion markets.

A bold European growth plan, and France at its core

Presented in Paris on October 22, Deda Stealth’s new strategy aims to accelerate its European trajectory with an ambitious target: a 20% revenue increase by 2027, building on its current €43 million turnover. The French market will play a central role in enabling this growth.

Already trusted by major French and European players -including NotShy, Absolute Cachemire (MCC Group), and several brands within the Kering Group - Deda Stealth plans to further solidify its position as a strategic technology partner. With more than 40 years of experience and dominant market presence in Italy (where over 70% of premium and luxury brands rely on its solutions), the company is now ready to bring the same excellence to France.

Deda Stealth in key figures

• Current revenue: €43 million
• Revenue target: +20% by 2027
• Global presence: 45 countries
• Team: 400+ IT specialists
• Users: 30,000+ worldwide

Deda Group overview

• Employees: 5,000
• Consolidated revenue (2024): €472 million
• Clients: 1,300+

A complete fashion tech ecosystem, strengthened by Competitoor

Deda Stealth’s platform, Stealth®, enables brands to monitor and manage their entire value chain in real time - from product development to retail operations - while ensuring compliance with new European regulations, including the AGEC Law, CSRD guidelines, and the upcoming Digital Product Passport.

Over the last few years, strategic acquisitions have enriched the group’s capabilities and expanded its offering:

• Zedonk – ERP for emerging designers
• B/SAMPLY – Collaborative platform for supply chain management
• Competitoor – AI-powered pricing & competitive intelligence

As part of this robust ecosystem, Competitoor now benefits directly from Deda Stealth’s increased presence in France. The expansion gives us greater proximity to French brands, strengthens our collaboration with enterprise clients, and enhances our role within the group’s fully integrated digital value chain.

Our pricing intelligence and competitive analysis capabilities play a crucial role in supporting brands facing complex market dynamics, helping them make data-driven decisions in an increasingly competitive environment.

France as a strategic accelerator for Competitoor

France represents a major hub for fashion, luxury, and retail - making Deda Stealth’s expansion particularly valuable for Competitoor. With over 50 active global projects and a strong team of 400+ IT specialists, Deda Stealth is positioned to deepen relationships with French brands that require advanced digital solutions, omnichannel management tools, and reliable technology partners.

As the group expands locally, Competitoor gains:

• Stronger access to French fashion and luxury brands
• Greater alignment with supply chain, retail, and sustainability initiatives
• Enhanced integration opportunities within Deda Stealth’s broader ERP ecosystem
• Increased visibility in a key European market

This synergy allows us to support designers, SMEs, luxury brands, and large international groups with comprehensive, AI-driven pricing intelligence tailored to their needs.

Driving digital innovation and sustainability across France

The expansion aligns with Europe’s accelerating transition toward traceability, compliance, and environmental accountability. Supported by an international network of partners - including Google Cloud, Accenture, PwC, TNP, Copperpod, Temera, and Planet - Deda Stealth is committed to delivering solutions that blend performance, innovation, and sustainability.

As CEO Luca Tonello emphasizes:

“Sustainability is no longer optional. Our mission is to help brands enhance their competitiveness while embracing digital and environmental responsibility.”

This mission resonates across all companies in the Deda ecosystem, including Competitoor, where transparency and data-driven decision-making play a fundamental role in helping brands navigate increasingly complex global markets.

Looking shead

The French market represents a unique opportunity for growth, innovation, and deeper collaboration between Deda Stealth, Competitoor, and the region’s leading fashion and luxury companies. As the group strengthens its presence, Competitoor stands ready to support French brands with world-class AI pricing intelligence and competitive insights—helping them optimize strategies, protect profitability, and remain resilient in a fast-changing industry.

Deda Stealth’s expansion is a milestone for the entire Deda Group, and Competitoor is proud to contribute to this new chapter of European growth.