Today, retailers face a new reality. Selling across borders is no longer a simple commercial decision – it’s a compliance obstacle course. Every product launch requires navigating different rules, overlapping documents, and endless manual checks. At the same time, regulators in Europe and beyond are tightening requirements for safety and transparency. The companies that succeed will be the ones able to keep up.
Copenhagen-based Complir has raised €1.7m in pre-seed funding to build the AI-infrastructure retailers will depend on as compliance becomes a global competitive factor.
“Our mission is to make it easy for European retailers to launch products anywhere in the world – safely, confidently, and without drowning in paperwork.” says CEO Gustav Bang.
Complir’s platform unifies product data across systems and uses AI to automate the core workflows behind compliance: labelling, testing requirements, risk scoring, documentation, and regulatory monitoring.
Instead of working in spreadsheets and scattered PDFs, teams get a clear, connected picture of each product – and the ability to identify risks before they become problems.
This matters now more than ever.
With increasing scrutiny on online marketplaces and stricter import rules across the world, the responsibility for selling safe and legal products sits firmly with companies.
Retailers need transparency in their product data to move fast, cut risk, and scale across markets. Complir’s AI agents highlight market-access requirements in seconds, giving retailers the ability to expand product lines and enter new markets without waiting weeks for compliance clearance.
Complir already supports several of Scandinavia’s leading retailers across textiles, toys, cosmetics, electronics, and home goods, including Flying Tiger Copenhagen. The new funding will accelerate product development, expand coverage across product categories, and deepen integrations with ERP, PIM and PLM systems.
“What impressed us most is how quickly this team has built something truly valuable inside real customer workflows,” says Artis Bisers from Vendep Capital. “They’ve earned their way deep into organisations by understanding not just the technical challenge, but the data, the processes, and the decisions that underpin product compliance. In a world where the burden of compliance continues to grow, having this level of clarity and trust becomes essential for retailers who want to keep their momentum,” he continues. “We’re excited to partner with the team as they define the future of retail compliance.”
The funding will also support expansion into new EU markets – with the long-term ambition of helping European retailers become world leaders in exporting safe, transparent, and compliant products globally.
The round was led by Vendep Capital, with participation from Likeminded, Plug and Play, Xpress, and a strong group of business angels from the retail industry and tech startup scene, including former Coop Group CEO Kraen Østergaard Nielsen, JHJ Seed Capital, a Danish early-stage fund with deep SAP and enterprise-integration expertise, Coop Trading chairman and GS1 board member Per Thau and Neil S. W. Murray, Solo GP at The Nordic Web Ventures and early backer of several of the Nordics’ fastest-growing startups. The investment allows Complir to accelerate development and expand faster across key European markets.
