Founded in 2022 and headquartered in Stockholm, Sweden, Dema was started by Marcus Tagesson (CEO), David Feldell, and Henrik Hoffman. Tagesson previously co-founded and ran Babyshop Group, scaling it from zero to over €120M in GMV, and Feldell and Hoffman were department leads there (with Feldell most recently at Ridestore and Hoffman at Growth Hackers) — so the team is built around first-hand e-commerce operator experience.

Dema has raised roughly €11M total across pre-seed and seed rounds led by J12 Ventures with participation from Daphni and angel investors, and serves a roster of European commerce leaders including Acne Studios, Axel Arigato, Ridestore, Adlibris, Osprey London, NOTHS, and Represent. The team is 30+ engineers and growth specialists.