Dedeman, Romania’s largest DIY retailer, has embarked on a significant digital transformation with the launch of its new DedeTech initiative. This project is designed to optimize the company’s digital infrastructure and enhance logistics and e-commerce processes across its 62 stores nationwide. As part of this initiative, Dedeman is actively expanding its workforce by hiring IT specialists to help implement these advanced technologies.
A 100% Romanian-owned company, Dedeman views DedeTech as a critical component of its strategy to maintain market leadership by leveraging technology to improve both the online and in-store customer experience, according to a company statement.
Dragos Paval, Dedeman’s president and co-founder, emphasized the importance of digital innovation in today’s rapidly changing world.
“The world is changing at an amazing speed, and technology has transformed the way we live, work, and interact with each other. If ten years ago we could not imagine that we would end up ordering the products needed for renovations online, today this has become a daily reality for millions of people,” Paval stated.
He further highlighted the company’s commitment to being a leader in the digital revolution, noting that DedeTech will serve as the foundation for these aspirations.
To support this initiative, Dedeman is seeking IT professionals to join its teams in Bacau, Bucharest, and Iasi, where the DedeTech project will be headquartered. These specialists will be responsible for developing and implementing integrated technology systems that meet the evolving demands of customers, while also ensuring data protection and IT security.
Ovidiu Gavrilă, Dedeman’s IT director, expressed the company’s dedication to staying connected to the latest technological advancements:
“In an era of ever-expanding technology, we are committed to staying connected to the latest changes and integrating them into the company’s infrastructure. Through DedeTech, we strengthen our dedication to innovation and professionalism … We are looking forward to welcoming passionate specialists to our team.”
The DedeTech project will focus on harmonizing the digital experience between Dedeman’s online platforms, including its website and mobile app, and its physical stores. The company aims to personalize customer interactions and anticipate their needs using emerging technologies.
Radu Burghelea, Dedeman’s e-commerce director, emphasized the importance of enhancing the customer experience:
“In today’s world, where every minute is important, improving the customer experience is an absolute priority for us. Through DedeTech, we aim to create a perfect synergy between digital platforms and visits to physical stores.”
Despite challenges in the IT sector, where many multinational companies have scaled back operations, Dedeman is actively hiring. This strategy mirrors the approach the company took during the 2009-2010 economic downturn, as noted by Romanian business daily Ziarul Financiar. During that period, while competitors slowed their expansion, Dedeman capitalized on the opportunity to acquire inexpensive land, which contributed to the growth of its store network.
With the launch of DedeTech, Dedeman is not only reaffirming its commitment to digital transformation but also positioning itself as a key player in Romania’s evolving IT landscape.
