Danish startup Complir lands $11 million in seed funding for AI tech being used by Flying Tiger Copenhagen
Copenhagen-based startup Complir, an AI infrastructure platform helping retailers and consumer brands manage product compliance across international markets, has announced a $11 million seed round.
The investment - led by General Catalyst alongside angel investors and specialist industry funds - will support its commercial expansion and go-to-market efforts, alongside investment in engineering and product development, and its teams. It follows the company’s $2 million pre-seed round in December 2025.
The platform is being used by the likes of Flying Tiger, Konges Sløjd, Matas Group and COOP Trading.
Mathilde Blander Bjerregaard at Flying Tiger, says: “There is a built in ‘need for speed’, especially in a seasonal business like ours. We can only deliver on time if we have 100% control over compliance for every single market.”
Thomas Ernfeldt, Chief Operating Officer at Konges Sløjd, says: “Complir has transformed the way we manage product compliance. It replaces a significant amount of manual work with a more streamlined and transparent process, freeing our teams to focus their time on quality assurance and product development while ensuring our products meet the necessary requirements.”
"Product compliance has become one of the biggest operational bottlenecks for global retailers," says Gustav Bang, Co-founder and CEO at Complir. “Companies are managing increasingly complex regulations across hundreds of thousands of products, yet much of the work is still performed manually. We're building the AI infrastructure that allows compliance, quality and regulatory teams to move faster, reduce risk, and bring products to market with confidence, and ultimately limit people’s exposure to dangerous products."
Samuel Beyer, Partner at General Catalyst, comments: "Product compliance is the gateway to global trade and the cornerstone of consumer trust, yet it remains one of the last areas of commerce stuck in the past still running on email threads and spreadsheets. Complir turns that scattered work into a single system of record, so compliance moves at the speed of the product roadmap instead of gating it. That's what lets companies compete globally while consumers can still trust the safety claim on the box."
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
