Dema builds an AI decision platform that unifies orders, marketing, inventory, customers and store sales into a single intelligence layer for commerce brands. Founded in Stockholm in 2022 by Marcus Tagesson, Henrik Hoffman, and David Feldell - founders with deep experience building and scaling e-commerce operations - the platform uses advanced machine learning and large language models to surface patterns across a brand's entire operation.
The platform distinguishes itself through two structural choices. First, it operates via an AI agent that answers questions in plain language, allowing commerce teams to generate insights in minutes rather than waiting days for data teams to construct reports. Second, it is governed by a shared data model that ensures consistency across teams and markets, preventing the fragmentation that typically emerges when different departments operate from different versions of truth.
Dema serves ambitious brands including Acne Studios, Axel Arigato, Represent, Scuffers and Cold Culture. The platform addresses core commerce challenges: marketing optimisation, margin diagnostics, inventory forecasting, and creative production. Its central claim - to replace intuition with evidence and help brands move from guessing to proving what drives profitable growth - positions it at the intersection of operational rigour and AI capability.
