Lille, July 2, 2025 – Optimix Solutions and Maxxing announce their strategic merger, giving birth to a leading SaaS software player, expert in customer experience, price optimization and supply chain management, based on AI.
This alliance brings together two specialists with complementary expertise, with the shared ambition of accelerating innovation in the service of customer centricity in an increasingly omnichannel and data-driven world.
This alliance is based on a shared vision of more agile, more intelligent, customer-centric performance. By combining the power of data, artificial intelligence and a results-oriented vision, Maxxing and Optimix aim to make their expertise and resources available to help our customers meet the challenges of modern retailing.
Two complementary areas of expertise serving the same ambition
By combining their know-how, Maxxing and Optimix pool complementary expertise, enabling organizations to act more fluidly and agilely on key levers: improving the customer experience, continuous business management, anticipation and optimization of operations in a constantly evolving omnichannel environment.
A concrete lever to support the digital transformation of organizations
With their complementary expertise, Maxxing and Optimix provide brands with a modular, interoperable technological approach, designed to meet the requirements of agility, personalization and alignment between business teams.
Thanks to a fine-tuned exploitation of omnichannel data, reinforced by artificial intelligence, companies can adjust their actions more reactively and consistently, optimize their operations on an ongoing basis, and steer performance in a more structured, measurable and customer-oriented way.
“This merger perfectly embodies our vision of simplifying access to intelligent management solutions, to help our customers act faster, more effectively and with greater impact,” explains Gauthier Durand Delbecque, Managing Director of Optimix and Maxxing.
“Together, we become a true strategic partner for retailers, combining technological agility, business expertise and a performance culture,” adds Philippe Vanhack, President of Opteam Group.
A new dynamic driven by innovation
The new group is present in 35 countries, with a strong ambition: to strengthen its presence in Europe and the Middle East, accelerate its R&D investments in artificial intelligence, and pursue a policy of targeted external growth, always focused on operational impact and creating value for our customers.
About Optimix Solutions
Founded in 2011 and based in Marcq-en-Barœul, Optimix Solutions is a SaaS software publisher specializing in pricing and predictive supply chain, thanks to artificial intelligence. Its two software suites, XPA for pricing, and XFR for forecasting and procurement, help retailers reduce inventory and improve product availability.
It also offers qualitative and quantitative field data collection. Optimix is also developing expertise in assortment management, combining automated collection of competitive data, enriched visualization of market ranges and multi-criteria scoring to facilitate product arbitration.
About Maxxing
Also based in Marcq-en-Barœul, Maxxing is a full SaaS software publisher specializing in omnichannel customer loyalty and experience. Its modular platform enables companies in all sectors to create personalized, engaging experiences.
Easy to integrate with existing systems, it now drives relationships for over 100 million customers worldwide, improving customer retention, increasing shopping baskets and sales, as well as brand commitment, and enabling some of its customers to rank among the top 5 brands with the best customer relationships.
