Recently Cross-Border Magazine´s founder Jeroen Leenders had the pleasure to meet with Stéphane Tomczak, the founder and CEO of DELIVER, to discuss the company's journey, its impact on the retail and supply chain community, bootstrapping as the way to go and its future aspirations. DELIVER has established itself as the matchmaking event, a connecting global platform which welcomes a wide variety of executives from the retail and commerce sphere.
Jeroen: Stéphane, first of all, congratulations! Recently, you celebrated a significant milestone.
Stéphane Tomczak (Founder & CEO, DELIVER): Thank you! Yes, DELIVER is celebrating its 10th anniversary this year. We launched the company in 2015, and the first show took place in 2016. So, it’s been quite a journey!
Jeroen: You mentioned that DELIVER has always been bootstrapped, and even more impressively. That’s quite rare these days. Why did you choose that approach?
Stéphane: Yes, we’ve been fully bootstrapped. From day one, we chose to fund the business solely through revenue generated by our clients. This approach was intentional because it forces us to focus on product and customer value first, not investor expectations. If anything changes in the future, it would likely be to place a foundation above the company, much like Patagonia. That’s my model.
Jeroen: Speaking of your journey, DELIVER has evolved from a European-focused event to hosting shows in Las Vegas and Singapore. How did that expansion happen?
Stéphane: We’ve always been extremely cross-border since day one. While I’m based in France and the company is French, DELIVER was never just a French business. Our vision was always broader. We started in Luxembourg, then expanded to Berlin, London, and Lisbon. After Covid, Amsterdam became our European home base due to its excellent connectivity—both by train and plane. In 2023, we launched DELIVER America in Las Vegas, and this year, we’re introducing DELIVER Asia in Singapore. What sets us apart is how we remove the randomness from trade shows. Through our platform and team, we schedule meaningful, double opt-in one-on-one meetings— making sure both parties see value in every interaction.
Jeroen: What can we expect from this year’s 10th-anniversary event in Amsterdam?
Stéphane: This will be our biggest and best event yet! We’re expecting over 1,100+ key decision-makers from leading retail brands in Europe, plus around 150 supply chain vendors. Overall, we’re aiming at about 2,000 delegates.
Beyond the numbers, we’re adding exciting new features:
• Over 50 hours of content in just two days!
• A Sustainability Lounge (sponsored by Spring GDS)
• A Women in Retail Breakfast
• A C-Suite Dinner
• As well as the fourth breakout stage and the Elite Tables
• Special Guest Speakers, Christiana Figueres and Jo Malone CBE
On top of that, our keynote stage will feature powerful speakers—announcements coming soon!
We’re also highlighting two pillars close to our heart: Diversity, Equity & Inclusion (DEI) and Sustainability. For example, we’ll have a session focused on new female leaders in retail. And since it’s our anniversary, you can expect a big celebration—think a giant cake and an incredible DJ!
Jeroen: For all the retailers reading this, why should they attend DELIVER? What is in it for them?
Stéphane: There are several reasons. Decision-makers can meet so many supply chain vendors under one roof—from startups to industry giants. It’s a rare opportunity, especially on a European scale. Our program, keynotes, and breakout stages offer valuable insights tailored to their needs. And we make it hassle-free. We always ensure there are more buyers than vendors, flipping the usual trade show dynamic. This creates a much healthier, more productive environment for retailers.
Jeroen: I remember last year DELIVER made a bold decision: no meat served during the event, to promote sustainability. Why is this important to you?
Stéphane: We’ve fully embraced sustainability, not just in words but in action. Yes, we stopped serving meat at events, even though it might lower our Net Promoter Score (NPS). But we believe it’s the right thing to do.
Food footprint is a major contributor to emissions. So, alongside encouraging train travel over flights and compensating all CO2 emissions—including those from travel— we wanted to set an example.
Additionally, we've established the "DELIVER Forest" initiative, helping to preserve trees in the Amazon rainforest. Plus, all profits are reinvested into public good, via ethical banks that fund positive impact companies. Our goal is to be a regenerative, purpose driven company.
¨Our goal is to be a regenerative, purpose-driven company¨.
Stéphane Tomczak (Founder & CEO, DELIVER)
Jeroen: And last year, you also handed out a Sustainability Award to Spirng GDS, right?
Stéphane: Exactly. For 10 years, we've given companies a platform to showcase their sustainability stories. Last year, Spring GDS won, but the award is open to any company demonstrating a meaningful sustainability journey.
Jeroen: I know you’re a firm believer in long-term partnerships. What role does DELIVER play in fostering those relationships in the fast-changing e-commerce landscape?
Stéphane: Absolutely. Our entire approach is based on long-term partnerships and community building. DELIVER exists thanks to repeat customers. We focus heavily on being customer-centric and product-driven. Many deals don’t happen instantly—they require repeated face-to-face meetings. That’s where DELIVER becomes valuable: enabling meaningful connections year after year, not just quick wins.
Jeroen: To wrap things up, can you give us a teaser for attendees about the 10th anniversary event?
Stéphane: For those familiar with DELIVER, this year will blow them away—it’s bigger, bolder, and packed with surprises. For first-time visitors, know that thousands before you have rated us highly, and you’re guaranteed to walk away with valuable connections, new ideas, and unforgettable memories. And keep an eye out… there’s even more to come that we can’t reveal just yet!
Jeroen: Stéphane, thank you so much for sharing your insights. We’re excited to be part of DELIVER’s biggest show ever this June!
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