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A six step process for effective expansion
Understand the opportunity and requirements
The first country you choose doesn’t just set your launch date.
Compliance failures rarely surface at launch.
Ads don’t kill margin overseas.
Most brands launch everywhere at once.
Brands rarely fail to grow.
Most brands don’t lose internationally because they picked the wrong market.
You're already shipping to Europe. Start operating in it.
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
Organized by Richmond Events, this forum brings together senior retail and ecommerce directors for a structured program of one-to-one meetings rather than a traditional trade show. The venue has not yet been reconfirmed for 2027; the 2026 edition was held at The Belfry in Warwickshire.
This is an invitation-and-application-gated forum, not an open trade show, so it suits established, senior-led UK operations more than a first-time market researcher looking to test the waters. Treat it as a place to deepen a few relationships rather than to meet a lot of people.
This forum is built for senior retail and ecommerce directors, using a structured one-to-one meeting format rather than open exhibition halls. It suits brands with an established or near-launch UK presence looking to solve specific operational problems, more than early-stage market researchers.
Because attendance runs by invitation and application, headcount is inherently smaller and more curated than a trade show, so the honest expectation is fewer total conversations, but each one is with a genuine decision-maker rather than a junior delegate.
Senior leaders solving specific operational challenges as their UK business matures.
Decision-makers using the structured meeting format to evaluate new suppliers and partners efficiently.
Companies using the forum's meeting format to reach senior decision-makers directly.
Invitation and application gated, so plan outreach and applications well ahead of the date rather than treating it as walk-up registration.
Four tracks anchor the confirmed agenda.
Sessions and discussions for senior directors on strategic priorities shaping UK retail and ecommerce.
The core of the Richmond Events format: pre-arranged meetings between directors and relevant solution providers.
Sessions covering UK retail and ecommerce market data, consumer trends and forecasting.
Structured networking sessions designed for building longer-term supplier and partner relationships.
Preview themes to expect at the 2027 forum, based on how the Richmond Events series and UK retail market have been trending.
UK retail directors are increasingly focused on diversifying supply chains and reducing single-market dependency. This theme extends naturally into conversations about serving the wider EU from a UK base or vice versa.
Richmond Events' one-to-one meeting model consistently attracts director-level decision-makers rather than junior delegates. This makes it a high-value format for solving specific operational problems rather than general market research.
Directors continue to navigate the UK and EU as fully separate customs and VAT regimes since Brexit, a recurring theme in cross-border retail strategy discussions.
As of this update, Richmond Events has not reconfirmed the 2027 venue. The Belfry, Warwickshire hosted the 2026 edition and remains the working assumption pending an official update.
This forum suits US brands that already have a UK foothold and are now solving for scale, whether that means supply chain resilience, compliance maturity, or extending into the wider EU. It's less about first-market research and more about operational depth.
For a brand solid in the UK, the next stage of growth is often the wider EU, tackled with the same operational discipline that built the UK business.
UK VAT registration becomes mandatory once a business crosses £90,000 in annual turnover, marking the point sellers must register and start charging VAT.
£90,000annual turnoverUK packaging Extended Producer Responsibility rules exempt brands below £1 million in turnover and 25 tonnes of packaging a year from registration entirely.
£1M / 25tturnover / packaging per yearVAT registration in the Netherlands takes just 3-4 weeks, the fastest route into the EU, compared with 4-6 months in slower markets like Spain.
3-4weeksIt is organized by Richmond Events, a senior retail and ecommerce directors' forum format built around structured one-to-one meetings rather than a traditional trade show.
Not yet. The 2026 edition was held at The Belfry in Warwickshire, and this page will be updated once the 2027 venue is reconfirmed.
It's more valuable for brands already established or close to launching in the UK, since the forum's structured meeting format is designed for senior directors solving specific operational problems rather than early-stage market research.
No. Attendance is by invitation and application, which keeps the room senior but also means it takes planning ahead rather than a straightforward ticket purchase.
No. Since Brexit the UK sits outside the EU customs union and VAT system, so UK registration, customs, and product compliance are separate from the EU.
Europe is one of the world's largest ecommerce regions, and many categories are less saturated than the US with lower advertising costs. Growth rates and shopper habits vary widely by country, so market data should be read per market.
Germany is the largest EU ecommerce market and the Netherlands is one of the most logistics-friendly, with fast VAT registration and a central location. Many US brands use a Netherlands warehouse to serve both.
If your UK business is established and the EU is the logical next step, the planning is worth starting now.
Expandly helps established UK brands extend into the wider EU through the Global Expansion Pathway (GEP™), covering VAT registration, compliance and fulfillment out of our Netherlands warehouse. We're happy to brief you ahead of the forum. Want to talk through what EU expansion looks like once your UK business is running smoothly?