We built Orbivex because stale pricing costs brands millions
Founded in Chicago in 2025 by a team that spent years watching DTC brands lose margin to competitors who moved faster.
The problem we couldn't ignore
Before Orbivex, Nina Johansson spent five years building merchandising and pricing tools at a Chicago-based retail analytics consultancy. The same conversation repeated in every engagement: a brand would discover, mid-quarter, that a competitor had been undercutting them on 30 key SKUs for the past six weeks. The margin loss was real and measurable. The response was always a spreadsheet.
The problem was never willingness to act — it was always the time gap between competitor move and brand awareness. By the time a pricing analyst ran the weekly comparison, the window to respond without a knee-jerk markdown had already closed. Orbivex is built to close that gap: continuous monitoring, promotion vs. permanent reprice classification, and SKU-level recommendations ranked by gross margin impact — for brands that don't have a dedicated pricing operations team to run this manually.
The team
Five years building pricing and merchandising tools at a Chicago-based retail analytics consultancy. Saw the same stale-pricing problem in every mid-market engagement — and built Orbivex to fix it.
Spent four years building high-frequency data ingestion pipelines at a logistics tech company. Joined Orbivex to apply that same data discipline to competitor price feeds — hourly refresh, clean SKU mapping, no dropped records.
Previously product manager at a growing e-commerce platform, where she spent two years embedded with pricing and merchandising teams. Designed the Orbivex recommendation UX around how analysts actually work — not how software vendors assume they do.
How we work
We give you 10 recommendations you'll act on, not 200 alerts you'll ignore.
Every recommendation is ranked by expected gross margin impact. Competitiveness is the input; margin is the output.
Every recommendation shows the competitor signal that triggered it and the margin math behind it. We don't output a suggested price and ask you to trust us. You decide.