Former Delete Agency partners set up ddroidd

Former joint venture and technical delivery partners of Delete have set up a new digital transformation business based out of Leeds and Romania following the acquisition of Delete’s shareholding. 

ddroidd was founded by Catalin Stancel, Melissa Hendry, Nicu Bordea, Oana Bufnea and Traian Rus, following the sale of Delete to Kagool last year. Following this, ddroidd acquired Delete’s 50% share of the joint venture to create a fully independent company.

The business has offices in Leeds and Cluj-Napoca, Romania and retains all 70 members of staff employed during the partnership. ddroidd maintains a supplier relationship with Delete and continues to service the agency’s slate of well-known clients, including Southampton Football Club, Royal Canin and Roquette.  

Melissa Hendry, Co-founder and managing director of ddroidd, said: “We have been able to hit the ground running and are ambitious about our future plans. We recently had confirmation that ddroidd has been accepted onto the prestigious Crown Commercial Service’s Digital Outcomes and Digital Services framework which underpins our approach to bring agile transformation to both the private and public sector. 

“We are also on course to turnover £3 million in our first year of operations. This means we can push ahead with our plans to double in size this year – we are recruiting team members in Account Management and Sales roles into our Leeds team, and further strengthening the digital side of the business with Creative and UX staff later in the year, alongside new service offers in digital marketing. 

“In short, now is a great time to be joining the business and we’re excited to be expanding both our onshore and nearshore teams.”

Catalin Stancel, co-founder and CEO of ddroidd, says of the launch: “We’re thrilled to be officially launching ddroidd today. This builds upon the journey we started with Delete two years ago, with a new senior management team who have decades of experience working for and with large multinational organisations, delivering technical solutions and digital transformation projects.  

“COVID-19 has demonstrated the importance for companies to be digitally accessible. We’ve seen a huge increase in businesses moving to implement e-commerce solutions to counteract the closures of high street stores and creating online digital experiences in areas such as fan engagement and online events.  

“Our mission is to empower businesses to quickly adapt to the changing landscapes and embrace new technologies. By building long-term relationships with our clients, we aim to ensure they are more connected to their audiences than ever before.”

Startup Details

Startup Details



A digital transformation specialist, ddroidd designs, develops and integrates enterprise-grade digital experience platforms and application software for the most complex online markets, such as eCommerce, live sports and the charity sector. 

Services are engineered to deliver the scalable operations and seamless online user experiences, while driving commercial performance and economic returns for clients. 

At the heart of ddroidd’s approach is a commitment to providing each client with a bespoke solution. In co-founder Catalin Stancel’s own words, ddroidd wants every project to “be like a custom-fit suit from a tailor”. 

By considering the specific needs of each project and putting the clients’ goals at the centre of each project, ddroidd creates effective, budget-efficient solutions that offer the best experience to both clients and end users, thereby demonstrating the added value ddroidd’s approach gives to clients. In turn, this means ddroidd builds up long-term personal relationships with its clients rather than just transactional relationships.

  • Headquarters Regions
    Leeds, UK
  • Founded Date
  • Founders
    Catalin Stancel, Melissa Hendry, Nicu Bordea, Oana Bufnea and Traian Rus
  • Operating Status
  • Number of Employees