As retailers expand across borders and launch thousands of products each year, keeping every item aligned with changing safety and regulatory requirements has become a complex operational challenge. Copenhagen based product compliance technology company Complir is tackling that problem with artificial intelligence, raising $11 million in seed funding to build what it sees as a new infrastructure layer for global commerce.
General Catalyst Leads Round
The $11 million seed round was led by General Catalyst, with participation from Vendep Capital, True, Liquid2 Ventures, SV Angel, Ritual Capital, Founders Future, Gharage Ventures, Robinhood Ventures and Y Combinator.
The funding follows Complir’s €1.7 million pre seed round led by Vendep Capital in 2025. The company plans to use the new capital to expand its regulatory coverage, strengthen its presence across Europe and recruit additional engineering, compliance, product and go to market talent.
Founded in 2024 by Gustav Bang, Tine Kühnel and Marc Kaa Brejner, Complir is building an AI platform designed to help retailers and brands manage product compliance across markets.
Tackling a Manual Process
Product compliance involves ensuring that goods meet the safety, environmental, labelling and documentation requirements of every market where they are sold. For companies managing large portfolios, the work can involve thousands of products, suppliers and regulatory requirements.
Complir says many compliance teams still depend heavily on spreadsheets, shared drives, email conversations and legacy enterprise systems. At the same time, regulations are becoming more complex, with requirements covering areas such as product safety, chemicals, sustainability and digital product information.
The company was built by working directly with compliance teams. Shortly after its founding, Complir worked alongside the product compliance team at Flying Tiger Copenhagen to understand real workflows and identify bottlenecks before developing its platform.
AI Across the Compliance Workflow
Complir’s platform connects with product information, product lifecycle management and supplier systems. It then classifies products, identifies applicable regulations and standards, performs risk assessments and generates market specific compliance checklists.
The platform can also generate documentation such as Declarations of Conformity, manage labels and translations and help retrieve missing documents from suppliers. Its AI assistant allows teams to ask questions about their own products, documents and regulatory requirements, with answers linked back to relevant sources.
A major feature is continuous regulatory monitoring. Complir says it tracks regulations across more than 40 country frameworks. When a regulatory change affects a product, the relevant SKU can be flagged and its risk assessment reassessed, with the change traceable to the underlying regulatory source.
Supporting Retailers at Scale
The platform is already being used by international retailers and brands across categories including toys, cosmetics, textiles, electronics and home goods.
Flying Tiger Copenhagen, for example, launches around 500 products every month across 44 markets and 20 languages. Its partnership with Complir is focused on automating compliance monitoring, labelling and documentation across that large product portfolio.
Complir says its system can help teams reduce repetitive compliance work and remove delays that can hold up product launches. Its broader goal is to allow companies to expand into new markets without compliance becoming a bottleneck.
Building Europe’s Compliance Infrastructure
Chief executive and co founder Gustav Bang said the company is building AI infrastructure that can help compliance, quality and regulatory teams move faster while reducing risk and improving product safety.
The latest funding will allow Complir to broaden its regulatory coverage, expand across European markets and grow its team. The company is currently hiring across engineering, product compliance, data, commercial and go to market functions.
With regulations continuing to evolve across global markets, Complir is positioning product compliance as an essential technology layer for retailers and brands, connecting product data, regulatory intelligence and documentation in one AI powered system.
