Rianne Reitsma
July 10, 2024, 11:13 a.m.

The Journey of Rianne Reitsma and WAIR in Machine Learning and Fashion Retail

Welcome to another inspiring edition of AllAroundWorlds, where we delve into the unique and motivating business journeys of individuals making significant impacts in their respective fields. Today, we are thrilled to introduce Rianne Reitsma, a dynamic and driven professional whose career trajectory in the tech and fashion retail industries exemplifies dedication, innovation, and success.

In this interview, you'll discover the key moments and decisions that shaped Rianne's career, her philosophy of under promising and over delivering, and her insights on maintaining a customer-first mindset. Whether you're an aspiring entrepreneur, a seasoned business professional, or someone interested in the intersection of technology and retail, Rianne's story offers valuable lessons and inspiration.

Join us as we explore Rianne Reitsma's path from her early life and education to her current role at WAIR, a cutting-edge Machine Learning company. Learn about the innovative solutions her company provides, the challenges they've overcome, and the exciting future they are building. Rianne's journey is a testament to hard work, perseverance, and the power of innovative thinking in driving business success.

Can you tell us something about yourself, your early life, and your education?

Inside the company: Customer-first mindset (underpromise, overdeliver), driven, reliable, growth mindset, hard-working. Outside the company: active & sporty, I like to go on adventures and love to spend time with my daughter Evi. Besides that, I am very interested in innovation.

I’ve mainly been in the tech industry with a connection to (Fashion) retail. I’ve worked internationally:

Berlin - Zalando - 2 years (Fashion e-commerce)
Singapore - Sociomantic & Nugit (AdTech)
Amsterdam - Pixibo (Technology for Fashion retailers)
Barcelona / Amsterdam - WAIR (Technology for fashion retailers)
see for more information on my LinkedIn profile: https://www.linkedin.com/in/rianne-reitsma/

What led you to your current profession or field of expertise?

I believe I am very driven and hard-working, if I want to achieve I will commit 120% to it. I value long-term relationships and adding value through collaboration.

Can you provide an overview of the business and its presence in the target market?

WAIR is a Machine Learning company that is specialised in creating the smartest Deep Learning Models. With this we make existing business processes from (fashion) retailers more intelligent and in that way increase revenue / profits and reduce waste. We have solutions for intelligent inventory management the AI Replenisher, the AI Redistributor and the AI initial Distributor will be launched later this year. We also have a solution for Ecommerce, we help with writing the Product descriptions with the AI Product Describer making the work for content writers easier, quicker and way more fun / interesting!

What does your business offer as per the current competitive market?

We used the newest AI / Deep Learning Technology, To stay ahead of our competition -  Read more about our technology here. We also do our own research and development and even publish articles in the field. 

What are some of the growth and expansion plans you have in your pipeline?

We are mainly focused in the Netherlands right now but we are slowly expanding to Germany, the Nordics and the UK and we are currently breaking into markets like the US, Canada, South Africa and LATAM. 

How has the year been for your company?

It has been great! We are moving from a start-up to scale up and we are attracting more and more big brands to work with us! Adoption of new technologies might take a while since there is a resistance to change (New technologies can be scary). But this year more and more retailers are adapting and we are making a huge jump! 

What measures do you think employees and organisations can take to build effective teamwork and unity?

What sets us apart as a company is that we are combining our knowledge about artificial intelligence with domain knowledge (Retail knowledge) - WAIR evolved from as Fashion retail company - so we 100% understand our customers.

Tell us about the company’s focus and investment in research and innovation

In the earlier answers, this is very important for us. Which is why we do a lot of research and development: https://wair.ai/forecasting-of-product-sales-patterns/

Any tips for startups looking to get onto a similar pathway?

Yes, make sure you are in the right space (somewhere where there is really a need / pain), build the right team and keep confidence! The journey is not always easy, but if you look back it is great fun and you've learned a lot!


As we conclude this insightful interview with Rianne Reitsma, it's clear that her journey is marked by relentless determination, a passion for innovation, and a profound understanding of the tech and fashion retail sectors. Rianne's story is a compelling reminder that success is built on a foundation of hard work, a commitment to continuous learning, and a deep dedication to adding value through collaboration.

Rianne’s experiences and achievements at WAIR demonstrate the transformative power of cutting-edge technology in revolutionizing traditional business processes. Her focus on customer-first principles and sustainable growth offers a valuable blueprint for anyone looking to make a meaningful impact in their industry.

We hope Rianne’s journey has inspired you as much as it has inspired us. Stay tuned to AllAroundWorlds for more stories of remarkable individuals who are shaping the future of business with their unique perspectives and innovative approaches.

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