Fashion tech startup Markmi has secured €1.1 million in seed funding to speed up the rollout of its AI markdown assistant across Belgium, the Netherlands, the Nordics, and the U.S. later this year. The round includes a mix of tech veterans and fashion investors, including Wolf (Luc Van Mol, ex-ZEB), the Torfs family, PMV, and notable Ghent-based tech figures such as Lorenz Bogaert, Matthias Geeroms, Jan Teerlinck, Roeland Delrue, and Jonas Deprez.
The company, based in Ghent, Belgium, has built an AI-driven tool that helps fashion retailers make quicker, more data-informed markdown decisions—a part of the retail cycle that’s historically been managed through spreadsheets and guesswork.
Fashion retailers are under growing pressure as rising costs and evolving consumer behavior continue to affect margins. In markdown-heavy periods like mid-season sales, end-of-season clearances, and events like Black Friday, ineffective pricing decisions can lead to major losses.
Many retailers still rely on manual spreadsheets to guide their markdowns, but these methods often result in early margin erosion or leftover inventory. Markmi’s AI assistant tackles this by analyzing multiple pricing scenarios in minutes and offering clear, strategic recommendations.
"Markdowns are one of the biggest cost lines in a fashion retailer's P&L," said Markus Krenn, VP & Head of Commercial Planning Europe at C&A. "Markmi has significantly reduced this cost for us."
The new funding will help Markmi expand its presence in Belgium, the Netherlands, and the Nordics while setting the foundation for its U.S. market entry later this year. The company also plans to invest in product development to evolve from a markdown assistant into a comprehensive AI pricing platform.
Future product capabilities will include full-price optimization and promotional planning, giving fashion retailers a flexible pricing tool that adjusts to market dynamics and inventory levels in real time. "The future of retail lies in flexible price management," said CEO Laurent Mainil.
Markmi was founded by Laurent Mainil, whose family has longstanding ties to the Belgian fashion industry. The company spun out of Crunch Analytics after Mainil and his team worked with fashion retailers during the COVID-19 pandemic to help manage unsold inventory and meet revised revenue goals.
At its core, Markmi blends AI-driven insights with retail-specific rules to help merchandising teams set optimal markdowns. Its customers—including C&A, G-Star, Zizzi, ZEB, and Torfs—have reported 5–10% revenue growth and 2–5% margin improvements during markdown periods.
One concrete example: at G-Star EU, Markmi analyzed 14.5 million scenarios over five days, helping the team select the most profitable discounting strategy without weeks of manual work.
Markmi has drawn support from a mix of fashion retail and technology investors. In addition to the Torfs family and Luc Van Mol of Wolf, the round includes backing from PMV and Ghent-based investors such as Lorenz Bogaert (StarApps, Pitchdrive), Matthias Geeroms (Lighthouse), Jan Teerlinck (Ex-Selligent), Roeland Delrue (Aikido, Ex-Showpad), and Jonas Deprez (Donna, Ex-Daltix).
"Retailers worldwide face the same challenge: setting the right price at the right time," said Laurent Mainil, CEO of Markmi. "With AI, it's no longer a guessing game; it's a strategic advantage."
