What do you get when a backend dev with a love for sneakers and an itch to “learn by doing” teams up with a technical co-founder to tackle one of retail’s most stubborn problems?

You get Stockly.

Founded in 2018 by Eliott Jabes and CTO/co-founder Oscar Walter, Stockly is what happens when relentless iteration meets genuine customer obsession. Today, the company works with hundreds of retailers across 25 countries and has raised over €43.1 million, including a headline €26 million round led by 83North in early 2025.

We sat down with Eliott to unpack Stockly’s journey from early pivots to repeatable growth and the lessons he learned scaling from 2 to 100. It’s a founder story full of grit, growth, and momentum.

From First Job to First Startup

“This is basically my first job. We started in 2018. We were just two in the beginning, Oscar and I, and now we’re 100 people, working with hundreds of retailers across Europe in 25 different countries.”

But getting there wasn’t a straight shot.

Stockly was born out of pivots. Lots of them. What started as a sneaker price comparison idea evolved through 10–15 iterations before they landed on a real problem hiding in plain sight: product availability.

“Payment, logistics, acquisition, all of that had become a commodity. But access to inventory, the actual products consumers want? That was still broken.”

Their answer? Build a virtual network of pooled inventory across retailers. If one store is out of stock, another can fulfill the order. Everyone wins, especially the customer.

From Sneaker Shops to Galeries Lafayette

Like most real startup stories, Stockly’s early traction wasn’t flashy – it was built door by door.

“We literally knocked on every sneaker shop door in Paris.”

They were so determined to prove the value of Stockly that they built one retailer’s entire website for free, just so they could install their solution.

“We told one store owner, ‘You don’t have a website? Cool, we’ll build it for you, free. Then we’ll add Stockly so you can sell products even when you’re out of stock.”

That hustle paid off. Small shops started testing the product. And eventually, Galeries Lafayette, one of Europe’s largest retailers, came on board.

“We had proof of traction and were solving a concrete pain. That’s what made the bigger players take us seriously.”

Growth Playbook: Precision Over Spray-and-Pray

One of the most underrated drivers of Stockly’s success? How intentional they were with growth.

“We asked: What public signals show that a retailer would benefit from Stockly? Do they sell brands we already have in supply? Are they in a geography where we’re strong?”

With this kind of signal-based targeting, their cold outreach was hyper-relevant and highly effective.

“Even today, our best leads come from structured outreach. Not ads. Not SEO. Just highly targeted, personalized messages to the right people.”

As they grew, their strategy didn’t change. It just scaled across more categories, from fashion and home to electronics and appliances.

Scaling from Two to One Hundred

Growing a team is about mindset. And Eliott is the first to admit that hiring has been the toughest part.

“It’s by far the hardest part. You have to trust your gut and surround yourself with people you really believe in.”

His approach to learning as a founder is refreshingly humble.

“When I don’t know something, I talk to people who do. I get mentorship. I ask VCs, friends, my network to connect me with the best. And then I dive in.”

That’s exactly how he approached investing in Stockly’s employer brand, an area he initially knew little about but prioritized because it mattered for attracting talent.

It’s this mix of vulnerability and action that has helped Stockly scale while staying true to its mission.

A Founder’s Role That Evolves With the Company

“The job changes every six months.”

At different points, Eliott has focused on fundraising, product, growth, operations, and even logistics.

Today, he manages six direct reports (all managers), but he still picks up 4–5 projects of his own to stay close to the ground.

“I don’t own any deals now, but I still want to have dirt under my nails. That balance keeps me sharp.”

One recent example? Personally researching return label partners to improve customer experience in underserved regions.

Lessons for First-Time Founders

When asked what advice he’d give to early-stage founders, Eliott’s answer is equal parts candid and encouraging:

“Just do it. Seriously. But don’t be too stubborn.”

The key, he says, is finding the right balance between confidence and adaptability.

“Your first idea might not be ‘the one,’ and that’s okay. Iterate fast. Follow the traction. Think of your idea as a starting point, not the final answer.”

Final Thoughts

Stockly isn’t just a story of funding rounds and client wins. It’s a story of relentless testing, founder grit, and deep customer empathy.

Eliott Jabes started with a question: What problem is really worth solving? And he followed that question until it became a company.

If you’re a first-time founder wondering when to start or what to build, his journey is your permission to move.

“Be confident. Stay humble. And go.”