Complir, a Copenhagen startup that uses AI to handle product compliance for retailers and consumer brands, announced on September 16, 2026 that it had raised an $11m seed round.
General Catalyst led the round. Vendep Capital, True, Liquid2, SV Angel, Ritual Capital, Founders Future, Gharage, Robinhood Ventures and Y Combinator also took part, according to the company, which said the round brought together its pre-seed backers and new investors. Tech.eu and Retail Technology Innovation Hub reported that angel investors and specialist industry funds also joined. No valuation was disclosed.
Complir went through Y Combinator in San Francisco in the spring of 2026.
“Product compliance has become one of the biggest operational bottlenecks for global retailers. Companies are managing increasingly complex regulations across hundreds of thousands of products, yet much of the work is still performed manually.”Gustav Bang, Co-founder and CEO, Complir
What Complir does
Every physical product has to meet the safety rules of the market where it is sold, and those rules differ by country and category. In Europe, the General Product Safety Regulation, REACH and the planned Digital Product Passport are changing what sellers must document. Complir said much of this work is still done in spreadsheets, shared drives and email threads with suppliers.
Its platform pulls product data and documents from product information, product lifecycle and supplier systems. It classifies each product, works out which regulations and standards apply, runs a risk assessment and produces a compliance checklist for each market. It can also generate Declarations of Conformity, manage labels and translations, request missing documents from suppliers and answer questions through an assistant grounded in the customer's own records.
Tech.eu reported that the system tracks regulatory changes at the level of individual products and flags items that need to be reassessed. The company told Tech.eu that its software can cut repetitive compliance work by up to 90% and that customers save on average 15 hours and about $700 per product iteration.
Retail Technology Innovation Hub named Flying Tiger, Konges Sløjd, Matas Group and COOP Trading as users. Complir said its customers work in toys, cosmetics, textiles, electronics and home goods.
The funding so far
Tech.eu reported that Complir was founded in 2024 by Gustav Bang, Tine Kühnel and Marc Brejner; Bang is the chief executive. The company said it started as three people and built its first version while working inside customers' compliance teams.
In 2025 it raised a €1.7m pre-seed round (about $2m) led by Vendep Capital. Tech.eu and Retail Technology Innovation Hub described that round as $2m and dated it to December 2025. The company did not give a total for all of its funding.
What the money is for
Complir said it would spend the money on three things: adding regulatory coverage for more markets and product categories, building a local presence in more European countries, and hiring engineers, compliance specialists, designers and go-to-market staff across Europe.
Samuel Beyer, a partner at General Catalyst, told Retail Technology Innovation Hub that product compliance remained one of the last parts of commerce still run on email and spreadsheets, and that Complir turned that work into a single system of record.
The company did not disclose its headcount or revenue.
Company website: complir.io