|
Kiel Start-up Spotlight: retailflow makes in-store sales smarter
Good advice is key to making a purchase – yet in high street shops, there is often not enough time for this. At the same time, shopping habits are changing: younger customers in particular have long since been getting their information via AI chatbots.
It was precisely this challenge that founders Christoph von Trotha and Max Löhrer recognised early on, leading them to develop retailflow – an AI-powered customer advisory service designed specifically for the retail sector – accessible simply via a QR code, customised to match the retailer’s branding, and requiring no app download. Customers can compare products, ask questions and receive recommendations – quickly, easily and right there in-store.
For retailers, this means: reduced pressure on sales teams, more informed purchasing decisions on the part of customers and a better customer experience. Retailflow is straightforward to integrate and scales seamlessly across multiple branches.
Screenshot of the retailflow.app website
The roots of retailflow lie in an earlier project by the two founders: with mudioo, they initially developed software for digital museum tours. Enquiries about using the technology in sales exhibitions eventually led to the creation of retailflow – as the next step and as an AI-based consulting solution specifically for the high street retail sector. mudioo still exists, but retailflow marks the shift in focus towards high street retail.
The appeal of the idea was recently demonstrated at the KielRegion GründungsCup 2025, where the team took second place – a SAAS product made in Kiel on the road to success.
We asked retailflow in more detail how they have been supported so far in their journey through Kiel’s start-up scene, both financially and professionally, and what they think makes Kiel such a special business location.
What advantages does Kiel offer as a location for starting a business?
As a place to set up a business, Kiel offers us an environment where it is easy to exchange ideas, make contacts quickly and build up a supportive network.
What infrastructure in Kiel do you use for your start-up, and which aspects have been particularly valuable so far?
We are based at the Kiel Innovation and Technology Centre (KITZ), which is the ideal location for us: flexible, professional and perfectly tailored to the needs of growing start-ups. The working conditions, the proximity to other start-up teams and the networking opportunities are particularly valuable here.
Previously, we were based at the starterkitchen at opencampus.sh and, before that, at the StartUp Office at HAW Kiel as part of the Schleswig-Holstein Start-up Grant.
What kind of support (financial, advisory, etc.) have you received so far, and from whom?
We have received advisory and financial support from the Schleswig-Holstein Start-up Grant, the WTSH Seed Bonus and the Baltic Business Angels business angel network.
The Seed Bonus supports companies in Schleswig-Holstein in establishing and scaling innovative and growth-oriented business models that are no more than five years old.
What role did mentors or local networks play in setting up your start-up?
Mentors and local networks are very important to us. In Kiel, we have a strong network with direct links to many contacts – this provides us with tangible support in many areas.
Bootstrapping, venture capital, grants, loans... how are you funded, and what advice do you have for other start-ups looking for funding?
We are funded by a business angel, which suits us very well as we work closely together and he brings a great deal of expertise to the company.
Our tip: Make sure you take enough time to get to know potential investors personally, as a good personal rapport is crucial for close collaboration, especially in the early stages.
What have been your biggest challenges so far, and in particular when it comes to securing external funding?
One of the biggest challenges is gaining visibility with large corporations and building trust.
This is precisely where a clear offering, strong references and a great deal of patience are needed to establish long-term partnerships. At the same time, our search for external funding has gone quite well so far, which is helping us greatly to drive our development forward.
What advice would you give to other founders?
Networking is extremely important – make active use of local networks.
In Kiel, we highly recommend the Kiel Innovation and Technology Centre (KITZ), the starterkitchen at opencampus.sh, the WTSH, KiWi and the university start-up centres. For very new teams, the Schleswig-Holstein Start-up Grant is a great source of support, and for slightly more established start-ups, programmes such as the WTSH’s Seed-Bonus and Seed-Invest are very helpful.
Would you like to find out more about retailflow, or could you support the start-up with your network and expertise?
Related news
Kiel Start-up Spotlight: Kopexa brings structure to ISO and compliance processes
ISO 27001, NIS2 or DORA – many companies are familiar with the requirements, but the path to compliance is often a struggle. Instead of clear processes, Excel spreadsheets, a variety of tools and a great deal of manual work dominate. This costs time and patience, and rarely provides the necessary overview.
27. April 2026
Halfway through KielRegion.Accelerates: Progress, Lessons Learnt and the Road to the Final
The second round of KielRegion.Accelerates is in full swing – and after two and a half months, one thing is clear: a lot has happened. Since the kick-off in February, our start-ups have been working intensively on their strategies and next steps for growth.
23. April 2026
Kiel Start-up Spotlight: curly.do brings the perm back to the salon
Curls are making a comeback – yet traditional perms are often seen as imprecise, difficult to replicate and no longer in vogue. What’s more, the conventional method offers little to no scope for creativity.
13. April 2026