Markmi, the fast-growing Ghent-based startup, clinched €1.1 million in seed funding in November 2025, aiming to revolutionize markdown management and pricing strategy in the retail sector. The round, supported by celebrated Belgian fashion investors Wolf (Luc Van Mol, ex-ZEB), the Torfs family, and technology leaders Lorenz Bogaert, Matthias Geeroms, Jan Teerlinck, Roeland Delrue, Jonas Deprez, and PMV, aims to accelerate Markmi’s rollout across Belgium, the Netherlands, the Nordics, and soon, the U.S.
Why Markdown Still Matters—And Why AI is the Answer
As fashion retailers strive to maintain margins in an era of rising costs and fickle customer behavior, markdowns have become one of the largest cost lines on any retailer’s profit and loss statement. “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.”
Markdown missteps quickly lead to margin erosion or excess inventory—often managed in spreadsheets and through instinct, at the cost of strategy and scale. Markmi replaces these outdated methods with an AI-powered assistant, offering scenario analysis and clear pricing recommendations based on real data.
A Platform Built by Retailers, For Retailers
Founded by Laurent Mainil, whose family legacy in Belgian fashion runs deep, Markmi emerged out of the challenges retailers faced during the COVID pandemic, when unsold inventory and revised revenue targets became existential challenges for brands. “Retailers worldwide face the same challenge: setting the right price at the right time,” said Mainil. “With AI, it’s no longer a guessing game; it’s a strategic advantage.”
Markmi blends AI insights with retailer-specific rules, allowing merchandising teams and planners to set optimal markdowns much faster. In a recent deployment for G-Star EU, Markmi’s assistant processed 14.5 million calculations in five days—enabling teams to select the most profitable option instantly.
Early Traction: Real Revenue Gains
Clients: C&A, G-Star, Zizzi, ZEB, and Torfs, have reported revenue growth of 5–10% and margin improvements of 2–5% during markdown periods, using Markmi for everything from mid-season sales to end-of-season and Black Friday events.
Markmi’s core value is agility: retail teams can see the full impact of different discount rates on sales, margin, and stock turnover, making strategic decisions instead of costly mistakes.
The Investors: Fashion Meets Technology
This €1.1 million seed round fuses deep retail expertise and SaaS technology. Wolf, led by Luc Van Mol, and the Torfs family bring operational fashion knowledge, while Lorenz Bogaert (Netlog, Delta), Matthias Geeroms (Cake), and other tech investors ensure Markmi’s cloud platform can scale.
How Markmi Works: Smarter, Faster, Profitable Decisions
- AI-powered pricing simulations: Teams upload inventory data, set performance rules, and let Markmi analyze different price discounts, millions of calculations done in minutes.
- Tailored recommendations: Scenarios show exact impact on revenue, margin, and inventory.
- Maintaining control: Merchandisers make final calls, blending experience with machine learning when reacting to market changes.
International Expansion Plans: Belgium, Nordics, U.S.
Markmi is already live with major retailers across Belgium and the Netherlands. With the new funding, the company is accelerating expansion into the Nordics and plotting its first market entry in the U.S. by late 2025. This international focus mirrors the growing demand for strategic markdown and pricing solutions in global fashion markets.
“Retailers around the world face the same challenges. We’re seeing interest from multiple markets now that the hype around AI is fading and the demand for solutions that impact the core of a fashion retail organization is growing,” says Mainil.
Future Outlook
Markmi plans to evolve into a full-blown AI-powered pricing platform, expanding beyond markdown periods to include full-price optimization and promotional planning.“The future of retail lies in flexible price management,” says Mainil. “Fashion retailers need to respond more quickly to market dynamics and customer behavior. In that context, AI isn’t a luxury; it’s a necessity.”
