Overview
Founded in 2010 in Aalst by Kevin Goeminne, Bram Verniest, and Joeri Paeleman, CHILI publish was built to solve a persistent problem for large organizations: the manual effort required to adapt a master design into dozens or hundreds of localized, resized, and versioned outputs. The platform lets non-designers work within brand-safe templates that enforce design rules automatically.
Customers include global consumer brands such as Coca-Cola, Mars, and Carrefour, as well as agencies and retailers managing high-volume graphic production workflows. The platform integrates via API into existing digital asset management and production systems, making it a connective layer rather than a standalone design tool.
CHILI publish raised a total of approximately EUR 21M across four funding rounds. Key milestones include a EUR 3.625M round from Volta Ventures, Pamica, and Group MC in March 2019, followed by a EUR 3M round in July 2020, and a EUR 10M round in early 2022 led by Connected Capital with participation from PMV and Volta Ventures.
Funding history
- EUR 3.625MMarch 2019Volta Ventures, Pamica, Group MC
- EUR 3MJuly 2020existing investors
- EUR 10M Series CMarch 2022Connected Capital, PMV, Volta Ventures
Media & appearances
- De CFO PodcastYouTubeDe CFO Podcast - Stefan Van den Bussche: een Business-Driven CFOBelgian B2B SaaS scale-up in creative automation, founded 2010, HQ in Aalst with a Chicago office, ~70 FTEs and recurring revenue above €8M heading to €10M.
Stated facts & numbers
- CHILI publish was founded in 2010, HQ in Aalst with an office in Chicago.De CFO Podcast 2024-11-270:05:41
- CHILI publish has around 70 FTEs and recurring revenue above €8 million, heading toward €10 million.De CFO Podcast 2024-11-270:05:41
- Finside Solutions was acquired in 2020; CHILI publish had been a client since 2017, after which Stefan became full-time CFO.De CFO Podcast 2024-11-270:04:09
Key people
In the news
- Behind the scenes, while the product teams are down on what needs to ship tomorrow, our CPO Ward is working on what's next. Like a 3D visualizer extension to GraFx Experience, for packaging and retail displays. It takes CHILI GraFx, our Brand Execution Platform, as a foundation and then puts a capability on top practitioners in this field will appreciate. Take a minute to check out the demo vid and share your feedback. Where should we take this next?
- Behind the scenes, while the product teams are down on what needs to ship tomorrow, our CPO Ward is working on what's next. Like a 3D visualizer extension to GraFx Experience, for packaging and retail displays. It takes CHILI GraFx, our Brand Execution Platform, as a foundation and then puts a capability on top practitioners in this field will appreciate. Take a minute to check out the demo vid and share your feedback. Where should we take this next?
- A couple of weeks ago (which is ages ago in today's AI world 😄), there was quite some buzz around GPT-6 Astra being amazing at 3D modelling. Those demos did look impressive. Entire cities built in Blender and explored in Unreal Engine, playable 3D scenes from a single prompt. But much of the actual 3D work is done by the tools the model orchestrates, rather than the model itself. That got us thinking. At CHILI publish, 3D packaging visualization has been a topic for years. The technology was never really the problem.
- Most brand portals are still designed for a world of finished files, central libraries and people browsing. Three trends are converging that make a far more ambitious kind of portal possible, and brands should start expecting it.
- Nobody wants to overpay, and nobody likes a surprise invoice. That’s why we’ve made the total cost of ownership of CHILI GraFx fully transparent and predictable, with our pricing published on our website for anyone to see. There are no hidden charges for AI use or storage, and you don’t pay for the local end-users who work with your brand through our Experience Portals. All of that is included. The size of your package comes down to 3 things: 1. The number of designers, the pros who get 10x-ed by working in CHILI GraFx. 2. The
- Two things designers hate most: (1) resizing and re-versioning the same artwork over and over, and (2) cleaning up after some AI tool has made a mess of your design and brand identity. CHILI GraFx handles both, which is exactly why designers love it for Brand Execution. → Versioning, localising and resizing are handled by the platform, so repetitive production work leaves your desk for good. → Plugins for Adobe Photoshop, InDesign and Figma bring your artwork into GraFx Studio in a heartbeat. No more downloading, no more InDesign
- Building a design system in GraFx Studio now starts with a conversation. Design Agent is available to every CHILI GraFx customer from today. Open a template, describe what you need, and Design Agent builds it on the canvas as you go: layouts, variables, rules and the logic that keeps every output on brand. It works from your Brand Kit, draws on the systems you have connected, such as your DAM and PIM, and knows GraFx Studio in depth. That means less time wiring up templates by hand and more time deciding how your brand should
- Everyone is talking about how much AI can produce. Far fewer people are asking whether what it produces stays on brand. 👉 Today we launch On-Brand by Design, a monthly newsletter for the people who run brands across many markets. The first edition looks at why generic AI doesn't fix brand drift and how brand-aware AI ends the trade-off between on time and on brand, with a first look at CHILI GraFx, the Brand Execution Platform. Where does AI sit in your brand execution today? Read the first edition and tell us in the comments. 👇
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