Second 2025 exit for Primo Capital: Competitoor acquired by Deda Stealth

13 mar 2025 Press Release, Competitoor, Exit

Competitoor, an PortCo company of Primo Capital, announced the acquisition by Deda Stealth, securing a new exit for the Barcamper Ventures fund. This important milestone demonstrates the excellence and potential of Competitoor's price and market intelligence platform.

Deda Stealth, a leader in digital solutions for the fashion industry, has acquired a majority stake in Competitoor, a cutting-edge platform that enables companies to gain real-time insights into competitors' pricing strategies to foster optimal positioning in an increasingly dynamic market. This strategic move strengthens Deda Stealth's presence in the fashion technology sector and marks the company's expansion into the U.S. market.
Deda Stealth and Competitoor will join forces to strengthen their leadership on the use of artificial intelligence in the fashion vertical, offering an advanced suite of solutions to more than 1,000 customers. The synergy between the two companies will foster innovation, expand their service portfolio, and provide greater value to customers worldwide, including Bottega Veneta, Golden Goose, Pomellato, Wolford, and many others.

Deda Stealth is committed to ensuring continuity and stability during the transition. Maximilian Lanaro, founder of Competitoor, and Maurizio Catellani, current CEO, remain minority shareholders and will reinvest in the company. Maurizio Catellani will continue as CEO of Competitoor, while Luca Tonello will assume the role of president of the new entity, leading business development in the United States with a focus on AI solutions, Competitoor's platform, and Deda Stealth's technology ecosystem.

Fivers Studio Legale e Tributario acted as legal counsel to Competitoor and its shareholders with a team led by Partner Renato Giallombardo and composed of Luca Spagna and Gabriele Cianfanelli. Deda Stealth was assisted by its general counsel Gabriele Caruso.

Niccolò Sanarico from the Primo Capital team comments, “Competitoor's story was born and developed in Carpi, and then embarked on an important international growth path until it reached the United States, where the company in 2022 acquired Ragtrades, an American competitor. From the earliest stages, the Primo Capital team actively collaborated with the founders, offering not only financial resources but also strategic expertise. This exit is a confirmation of our investment method and our ability to recognize and support innovative realities with high growth potential.”

Gianluca Dettori, president of Primo Capital concludes, “We are satisfied with the result achieved by Competitoor, a company born from the Bologna acceleration program that saw the direct collaboration of Barcamper Ventures and Confindustria Emilia Area Centro. A synergy that to this day continues to support the development of the Emilia ecosystem, where two other companies in Barcamper Ventures' portfolio have also found a home: Cubbit and Mapendo. These are the forms of collaboration that allow us to contribute significantly to the development of the country system in the area. Following the acquisition of the Deda group, Competitoor will maintain its headquarters in Carpi, increasing local employment levels in the coming years thanks to the expansion of the business.”

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