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A six step process for effective expansion
Understand the opportunity and requirements
Amazon handed prep work back to sellers, and the consequences of getting it wrong land on you rather than on them. A carton that arrives wrong gets refused, refused stock sits somewhere earning nothing, and a launch date moves.
FBM keeps the things worth keeping. Your packaging, customer data & margin. It also puts Amazon’s performance metrics directly on your dispatch times, which is a comfortable trade at home and a much harder one from four thousand miles away.
On a marketplace, a slow delivery is the marketplace’s fault. On your own store it is yours. The box that arrives, the day it arrives and how easy it is to send back are all part of what someone bought, and they decide whether a first order becomes a second one.
Treated as a cost, a return is written off twice, once on the refund and again on the unit. Treated as inventory, a lot of it goes back on sale. What decides which of those happens is how quickly the unit gets looked at and how far it had to travel to be looked at.
Stock held inside the market it sells into arrives as a domestic delivery. No customs event on the order, and nothing for your customer to settle before the courier hands the parcel over. Ours sits in the UK, the Netherlands and the US, which covers...
End-to-end playbooks for cross-border growth
Pre/post-event intelligence tied to EU expansion
Supplements and EU health regulations
Cosmetics and personal care expansion
Sports & outdoor brand expansion into Europe
Selling clothing brands into European markets
CE marking, WEEE & compliance in Europe
Amazon, Otto, Zalando & European strategy
Market-by-market guides, incl. size & sector data
VAT, customs & import tax across EU markets
Selling requirements and extended producer responsibility rules
Warehousing, fulfilment & cross-border shipping
ICPHSO is the International Consumer Product Health & Safety Organization, and this is its 34th annual meeting, managed by Association Headquarters Inc. Four days of plenaries and breakout workshops covering product safety compliance, regulatory developments, recalls and risk management.
The 2027 theme is "From Divided to United: Celebrating Continued and Expanded Collaboration in the Name of Consumer Product Safety", which tells you the shape of the week: regulators, industry and advocates in the same sessions rather than in separate ones.
Be clear about what this room is. ICPHSO draws product designers, manufacturers, importers, retailers, testing labs, standards bodies, consumer advocates, academics, legal professionals and government regulators. It is a safety and compliance gathering, and the people in it spend their working lives on recalls, standards and risk.
You will not find growth tactics, ad platforms or marketplace strategy anywhere on the programme. What you will find is the only kind of room where a specific question about product documentation gets a specific answer from someone who has had to defend one.
It depends entirely on what is holding you up. If your European launch is stuck on product safety, on who signs off your documentation or on what a recall would actually involve, this is a strong venue and there are few like it. If you are shopping for growth tactics, channels or a fulfilment answer, it is the wrong week: the room is regulators and safety officers, not founders trading playbooks. Come with a named problem and you will get somewhere. Come to browse and you will not.
The core of the room. In larger brands they own the documentation that lets a product be sold in a given market, which is precisely the function most growing US brands have not yet hired for.
Present in the sessions rather than speaking at the industry from outside. That is the point of the 2027 theme, and it makes the corridors unusually productive for anyone with a question about enforcement.
The organisations that decide whether your product can be shown to meet a standard. Many work across jurisdictions, so they are a practical starting point if you are trying to find out what European entry asks of your category.
Counsel who handle recalls and liability, plus researchers working on risk. Useful for understanding how a safety problem escalates, which is cheaper to learn here than in the middle of one.
Four days built from plenaries and breakout workshops across product safety compliance, regulatory developments, recalls and risk management. The sessions listed below are indicative, drawn from those published themes rather than from a confirmed schedule.
How a product is shown to be safe, and who carries the paperwork proving it. A US brand selling into Europe meets a version of this immediately, because most consumer products there need a named Responsible Person established in the EU or UK before they can be listed.
What has changed and what is coming. Rules move faster than product cycles, and a brand planning a European launch eighteen months out is planning against a moving target rather than a fixed one.
The part nobody plans for until it happens. Recalls across borders are harder than domestic ones, and a brand holding stock in a European warehouse without a local contact for authorities discovers that at the worst possible moment.
The 2027 theme puts collaboration between regulators, industry and advocates at the centre. For a brand, the practical value is in the testing and standards conversations that decide whether a product can be sold in a market at all.
These are the themes we expect across the four days, drawn from the Events Intelligence record of September 2026, and this block will be refreshed as coverage develops.
The published theme reads "From Divided to United: Celebrating Continued and Expanded Collaboration in the Name of Consumer Product Safety". Themes like that usually signal a programme where regulators and industry share sessions instead of addressing each other from a distance, which is what makes the corridors worth the trip.
Designers, manufacturers, importers, retailers, testing labs, standards bodies, consumer advocates, academics, lawyers and government regulators all appear on the attendee profile. Very few events put the people who write the rules, the people who test against them and the people who get caught by them in the same building for four days.
The structure pairs whole-room plenaries with smaller workshops on compliance, regulatory change, recalls and risk. Workshops are where a specific question about your own category gets answered, so build the week around those rather than around the keynotes. The venue is the Hyatt Regency Crystal City in Arlington, Virginia, near Washington DC.
ICPHSO does not publish an attendance number for the annual meeting, and we are not going to invent one. What the format tells you is more useful than a headcount anyway: a hotel venue with breakout workshops is a working conference, not a trade floor. Judge it on the room rather than the size.
Most US brands meet European product safety as a surprise, usually a week before a launch date. The General Product Safety Regulation, Regulation (EU) 2023/988, has applied since December 2024 and replaced the older General Product Safety Directive. It did not replace Regulation (EU) 2019/1020 on market surveillance, which remains in force alongside it, so two regimes are live at the same time. Underneath both sits a requirement that catches American sellers cold: somebody established in Europe has to take legal responsibility for your product, and it cannot be you.
Expandly works with 2,000+ brands and handles the European side through the Global Expansion Pathway (GEP™), including the Responsible Person appointment, packaging registration and VAT alongside our Netherlands warehouse. A week spent on product safety in Arlington is a good use of your time. Turning what you learn into a launch date is the part we do.
The General Product Safety Regulation has applied across the EU since December 2024, replacing the earlier Directive and reshaping what a seller has to document.
2023/988 the GPSR referenceThe Responsible Person must be established in the EU or UK. A US-based brand cannot take the role, and most consumer products sold in Europe need one in place before listing.
Required EU Responsible PersonExpandly arranges the Responsible Person appointment, packaging registration and VAT alongside fulfilment from our Netherlands warehouse, on the Global Expansion Pathway.
GEP™ the method we run it onICPHSO is the International Consumer Product Health & Safety Organization, and 2027 marks its 34th annual meeting, managed by Association Headquarters Inc. It runs February 22–25 2027 at the Hyatt Regency Crystal City in Arlington, Virginia, across plenaries and breakout workshops. The 2027 theme is "From Divided to United: Celebrating Continued and Expanded Collaboration in the Name of Consumer Product Safety".
Product designers, manufacturers, importers, retailers, testing laboratories, standards bodies, consumer advocates, academics, legal professionals and government regulators. It is a safety and compliance room rather than a founder or growth room, and the programme reflects that: product safety compliance, regulatory developments, recalls and risk management.
It is a US-anchored meeting rather than an EU-specific one, so do not expect a European compliance curriculum. What it does put in front of you is testing labs, standards bodies and counsel who work across jurisdictions, in a format built around workshops where specific questions get specific answers. If GPSR and the EU Responsible Person requirement are the things holding up your European launch, arrive with those written down.
A Responsible Person is an entity based in the EU (or UK) that takes legal responsibility for a product's compliance and acts as the contact for authorities. Since the General Product Safety Regulation (GPSR) applied from late 2024, most consumer products sold in the EU need one, and a US brand cannot fill the role itself.
The main pillars are: product safety and an EU or UK Responsible Person, packaging registration under Extended Producer Responsibility rules, VAT (value-added tax) registration, and correct labelling. Requirements vary by product category, so what applies to cosmetics differs from electronics or food. Getting the applicable set confirmed before launch avoids expensive corrections.
Extended Producer Responsibility (EPR) makes you financially responsible for the packaging and certain products you put on a market, paid through registration and fees. It applies per country, so Germany, France, and others each need separate registration. Selling without it risks marketplace suspension and fines, so it is part of the pre-launch setup.
Product safety is the quietest reason European launches slip, and it is the one that costs most to fix late. Four days among regulators, testing labs and safety counsel is a serious way to get ahead of it, provided you arrive knowing which questions are yours.
Send us your category before you go and we will tell you what European entry asks of it: whether GPSR documentation is the binding constraint, what a Responsible Person appointment involves, and which packaging registrations apply in the markets you want. Come back with what you learned and we will build the launch sequence around it. That conversation is free, and it is a lot cheaper than finding out at the border.