Complir raises €1.7M to streamline retail compliance with AI infrastructure
Complir has secured €1.7 million in pre-seed funding to build the AI backbone retailers need to ship products across borders without slowing down releases. The round was led by Vendep Capital with participation from Likeminded, Plug and Play, Xpress, JHJ Seed Capital, and angels Kraen Østergaard Nielsen, Per Thau, and Neil S. W. Murray.
If you work in product development, you know the blocker isn't demand-it's compliance. Every launch now means different rules per market, overlapping documents, and too many manual checks. Miss a detail and a release slips by weeks.
What Complir is building
Complir consolidates product data across systems and uses AI to automate key compliance workflows: labelling, testing requirements, risk scoring, documentation, and regulatory monitoring. Instead of chasing spreadsheets and PDFs, teams get a connected view of each SKU and can spot issues earlier in the lifecycle.
Its AI agents surface market-access requirements in seconds. That shortens the gap between "we can build this" and "we can ship this in new markets."
Why this matters for product teams
Compliance has become a product constraint, not a back-office step. Europe and other regions are tightening rules for safety and transparency, which means requirements change more often and touch more of your spec, packaging, and documentation.
If your compliance checks sit outside your core workflow, delays are baked in. Pulling product data into one place and automating the repetitive checks gives your team time back and reduces launch risk.
How it fits into your stack
Complir is deepening integrations with ERP, PIM, and PLM systems so compliance logic can live where work already happens. That matters for gating decisions, audit trails, and version control across category teams.
Practical ways to use a platform like this
- Map product attributes in your PIM/PLM to regulatory requirements so checks run automatically as specs change.
- Generate standard documentation packs (labels, test plans, declarations) from a single source of truth.
- Score risks at brief and sampling stages to catch issues before tooling or purchase orders lock in cost.
- Subscribe to rule changes by category and market, then trigger tasks instead of sending FYI emails.
"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 Gustav Bang, CEO of Complir.
Who's using it and what's next
Complir already supports major Scandinavian retailers across textiles, toys, cosmetics, electronics, and home goods. The new capital will accelerate product development, broaden category coverage, deepen ERP/PIM/PLM integrations, and support growth across EU markets.
The long-term goal: help European retailers export safe, transparent, compliant products at scale-without slowing product cycles.
Context for your roadmap
Regulatory pressure is increasing, especially around safety and transparency. If you sell in the EU, the General Product Safety Regulation raises the bar on traceability and documentation. It's worth aligning your data model and workflows to it now.
For teams building internal capability
If you're planning to automate parts of compliance, upskilling the team on AI workflows and prompt design helps. A good starting point is role-based learning paths for product and operations.
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