From the Netherlands to Australia, New Zealand, Germany, Singapore, Turkey, and now Barcelona, Rianne Reitsma (The Hague, 1985) has built a global career. She always knew she wanted to work internationally, that’s why she studied a Bachelor’s in International Business Management Studies followed by a Master’s in Business Administration, setting the stage for a life without borders.

Throughout her career, Rianne has consistently worked at the intersection of retail and technology. True to form, she once again combined both worlds – for the past four years, she has been based in Barcelona, working with WAIR, a company that’s revolutionising inventory management in the lifestyle sector with AI-driven digital employees. WAIR’s autonomous AI agents combine internal and external data, such as stock levels, pricing, and store locations, to determine exactly which products to send, where, and when.

TB: What is the purpose of your project?

RR: Our mission is to empower the fashion and lifestyle industry through smart, AI-powered automation. We’ve developed specialised AI Agents designed to optimise efficiency, reduce waste, and ultimately boost revenue and profit margins.

Currently we offer two of them:

• Suzie is an AI Content Creator that automatically generates on-brand product descriptions tailored to your tone of voice, freeing up time while keeping your content consistent and compelling.
• And Wallie is a Digital Allocator that automates the entire stock allocation process, ensuring the right products are in the right stores at the right time (with up to 97% accuracy).

WAIR’s AI Agents take the guesswork out of inventory and content management, so you can focus on growing your brand.

TB: Where is the company now, and where do you see it in two years?

RR: We’re currently in a strong growth phase. After proving our value with local fashion leaders in the Netherlands, like Shoeby, OFM, Van Dal, and Berden, we’re now expanding our footprint internationally, working with brands such as Wolford, SK Company and Steve Madden.

In the next two years, our vision is to be actively supporting retailers and brands in the Spanish market as well.

TB: A great idea you’ve had.

RR: To build AI Agents to help with Customer Success Management. This is still a work in progress.

TB: What has been your biggest challenge?

RR: One of our biggest challenges was timing. When we first launched WAIR, AI was still an emerging field, far from the mainstream buzz it enjoys today. Back then, saying “we work in AI” often led to blank stares or confusion. Fast forward to now, and thanks to platforms like ChatGPT, AI has become a household term. This shift has helped open doors and accelerate conversations that were much harder to start in the early days.

TB: The best advice you’ve received.

RR: In fast-moving industries like AI, it’s easy to get caught up in trends. But real impact comes from solving real pain points. That mindset has guided everything we do at WAIR, from creating AI Agents that address inefficiencies in retail, to ensuring our solutions drive measurable results, not just buzz.

TB: A role model.

RR: One professional role model who really inspires me is Steven Bartlett. I haven’t met him (yet!), but his journey and insights through ‘The Diary of a CEO’ have had a big impact on how I think about leadership and innovation.

What I admire most is his ability to speak so candidly about building purposeful businesses, and his curiosity around the future of tech, including AI, really resonates with what we’re building.

TB: A technology that will shape the future.

RR: Autonomous AI Agents without a doubt. We’re moving beyond traditional AI tools toward intelligent systems that can make decisions, learn from outcomes, and operate with minimal human input. These agents will transform everything from retail operations to customer service, freeing up human teams to focus on creativity and strategy.

At WAIR we’re already seeing the impact of this shift. Suzie and Wallie (our AI agents) are early examples of how automation can drive smarter, faster, and more sustainable results in fashion retail. The future isn’t just AI-powered, it’s AI-autonomous.

TB: A startup or company.

RR: Two startups I really admire are Vinted and Wallapop. They’ve completely reshaped how we think about fashion and sustainability, using tech to build more circular and community-driven models, which I find super inspiring.

Besides fashion-tech, I’m also very interested in health tech. It’s another space where innovation directly impacts people’s lives in meaningful ways.

TB: What helps you disconnect?

RR: Definitely sports, movement is my reset button. Whether it’s playing beach volleyball, going for a long road cycling session, take a Muay Thai class, or unwinding with yoga.

I love switching things up with different workouts like running or group classes, it clears my mind, boosts my energy, and helps me come back to work with a fresh perspective and focus.

TB: A book to recommend.

RR: I’ll admit it, I’m not the best at sitting down with a book, since I’m more of an active person, but I love audiobooks.

One I’d absolutely recommend is ‘The Happiness Equation’ by Mo Gawdat. It’s powerful, practical, and really shifted how I think about mindset and fulfillment, both in work and life.

TB: A series, movie, or song that defines your current phase in life.

RR: Right now, I’d say the series that defines my moment in life is ‘Machos Alfa’. I’ve been watching it to improve my Spanish and honestly, it’s hilarious. It’s my way of mixing language learning with a bit of fun after work.

Plus, it’s a great reminder not to take life too seriously, something I try to keep in mind, even while building something as ambitious as WAIR.

TB: A recipe, a restaurant.

RR: Before moving to Spain, I wasn’t very familiar with empanadas, but now, I’m obsessed!

TB: A place in the world.

RR: I had such an amazing time in Berlin. It’s a city full of contrast, it’s creative, bold, a little chaotic in the best way. The energy, the history, the people… it’s just a place that sticks with you.

On the flip side, I had a beautiful experience traveling through Myanmar. It was peaceful, eye-opening, and full of unforgettable moments. The landscapes and culture are truly special.

TB: Where would you invest 100k?

RR: I’d put it toward startups focused on mental health, especially those helping people dealing with depression, burnout, and emotional well-being.

I don’t have a specific company in mind, but I truly believe this is one of the most urgent challenges of our time. Sadly more and more people are struggling, and we need solutions that are accessible, compassionate, and tech-enabled.

TB: What does Tech Barcelona mean to you?

RR: For me, Tech Barcelona is a stepping stone, an opportunity to connect with the right people, ideas, and energy to grow WAIR’s presence in Spain.

I’m hoping it will help open doors to retailers and fashion lifestyle brands who are ready to embrace innovation.