Complir Raises $11 Million Seed Round to Automate Global Retail Compliance

Copenhagen-based AI startup Complir has raised $11 million in seed funding to help retailers and brands automate product compliance and bring products to market faster across international markets. The round was led by General Catalyst, with participation from angel investors and specialist industry funds.

Founded in 2024 by Gustav Bang, Tine Kühnel and Marc Kaa Brejner, Complir is building AI infrastructure for the complex compliance requirements surrounding physical products. Bang serves as CEO, Kühnel as CPO and Brejner as CTO.

Product compliance remains heavily dependent on spreadsheets, PDFs, emails and manual checks. Retailers selling across multiple countries must continuously track changing regulations, safety requirements, documentation, labels and market-specific rules. Complir uses AI agents to connect product information with the relevant regulations and automatically generate the documentation required to sell products in different markets.

The platform can also monitor regulatory changes down to individual products and SKUs, reassessing affected products and tracing compliance issues back to their source. This is designed to help companies identify risks earlier and avoid problems such as delayed launches, rejected shipments, recalls and regulatory penalties.

Complir says its customers can reduce repetitive compliance, quality and regulatory work by up to 90%, while saving an average of 15 hours and approximately $700 per product iteration. The company currently manages compliance for more than 100,000 products per month and reports average monthly growth of around 45%. Its customers include Flying Tiger Copenhagen, Matas Group, Konges Sløjd and COOP Trading.

The new funding follows a $2 million pre-seed round announced in December 2025, bringing Complir’s publicly reported funding to approximately $13 million. The company previously raised €1.7 million from Vendep Capital and other investors to develop its AI-powered compliance infrastructure.

Complir plans to use the new capital primarily for commercial expansion, with approximately 70% allocated to go-to-market activities and 30% to engineering and product development. The company aims to expand its team and support growing demand from retailers and brands across Europe.

With AI handling increasingly complex regulatory data, Complir is positioning its platform as an operational layer for retailers that need to launch and manage physical products across multiple markets without relying on increasingly manual compliance processes.