Getting a 50 year old British brand onto Amazon Germany
Forthglade had a proven product and a purpose-built factory in Devon. What they did not have after Brexit was a route into the EU. Tax registration, label compliance, EU warehousing and certification for animal products all had to be in place before a single pallet could move. Expandly handled all of it. Forthglade is now live on Amazon Germany.
Forthglade is a natural dog food brand, founded in Devon in 1971 and stocked nationwide across the UK. Germany was the obvious first EU market. Post-Brexit, entering it meant VAT registration, product and label compliance, a Responsible Person inside the EU, warehousing in the Netherlands and certification under the EU system that controls the movement of animal products. Expandly delivered all five, and Forthglade launched on Amazon Germany.
- Founded 1971, Okehampton, Devon
- Natural pet nutrition
- First EU market: Germany
- Fulfilled from our Netherlands warehouse
- Five Expandly services delivered
Fifty years of natural pet nutrition, built in Devon
Founded in 1971 in the heart of Devon, UK, Forthglade has been a pioneer in natural pet nutrition for over five decades. What began as a small-scale operation, transforming underused, high-quality meat cuts into nutritious meals for working dogs, has evolved into one of the UK’s most trusted dog food brands.
Forthglade’s ethos is simple: create honest, wholesome food for dogs using natural ingredients, with no fillers or artificial additives. The product range has grown from wet dog food to include dry food, treats, dental chews, and complementary meals, each crafted with the same commitment to quality and transparency.
For over 30 years Forthglade operated as a small, local business. In the late 2000s the company faced financial difficulties and entered administration. Two entrepreneurs stepped in, one with a background in food manufacturing, the other in marketing, and began the process of revitalising the brand. As Daniel puts it, “They professionalised the business, brought in food safety standards such as BRC, and eventually created the Forthglade brand we know today.”
A pivotal moment came with a high-value contract, which provided the volume and profitability to invest further in the brand. With the help of branding agency Big Fish, Forthglade underwent a full rebrand and began expanding into independent pet stores and major supermarkets. Today Forthglade operates from a purpose-built factory in Okehampton, Devon, and is a leading name in the UK’s natural pet food market. Their products are stocked nationwide and sold online through Amazon and their own e-commerce platform.
“In many ways, our founder was ahead of his time. He was making natural dog food with no additives and nutrient-rich ingredients long before it became a trend.”
Daniel Rios-Perez, Head of Retail Online and International, Forthglade
Founded in Devon
Years in natural pet nutrition
Years as a small local business before the rebrand
Expandly services delivered for the launch
Strong UK sales, an obvious next market, and no way in
With a strong UK presence and booming online sales, especially during the COVID-19 pandemic, Forthglade set its sights on international expansion. Germany, with its similar consumer preferences and pet ownership trends, was the next natural step.
Then the practical questions started. Which tax registrations come first. Whether the labels are legal in German. Where the stock sits. Who is allowed to move meat-based product across an EU border, and on whose certificate. Post-Brexit, entering the EU market was anything but straightforward.
Forthglade needed a partner who could help them with cross-border trade, compliance and fulfilment, without compromising on their high standards. A mutual partner made the introduction to Expandly, and a first conversation turned into a full-service partnership.
“We didn’t really know what we were doing. VAT, labelling, warehousing, logistics, it was a bit of a minefield.”
Head of Retail Online and International, Forthglade
Four workstreams, one team, one launch date
Each of these is a separate specialism, and each one can stop a launch on its own. Running them together is the whole point.
Product compliance and Responsible Person
Expandly’s team ensured Forthglade’s products met EU regulations, including label compliance and translations, packaging approvals, and nutritional ingredient compliance. A Responsible Person inside the EU is a legal requirement for a brand selling into the bloc from outside it, and we provided that too. The service has since been renewed.
VAT registration
German VAT registration had to be complete before Forthglade could legally sell into the market, and marketplaces will not keep an account live without a valid number. It was handled alongside the compliance work rather than after it, which is the order that protects the launch date.
Warehousing and distribution in the Netherlands
Stock moved into our Netherlands warehouse so orders could be fulfilled inside the EU rather than shipped across a customs border one parcel at a time. Initial audits revealed areas for improvement, and the two teams worked together to bring the facility up to meet some additional BRC food safety requirements that Forthglade’s own standards demanded.
Animal product certification
Meat-based pet food sits under TRACES, the EU system that governs the movement of animal-based products, and it sets high standards around registration and storage. This was the biggest single hurdle in the project. Expandly worked closely with Dutch authorities to secure the necessary certifications. It delayed the launch. It also made the launch possible.
The order of work is the whole job
Compliance and tax start first because they take the longest. Logistics builds while they run. The channel only goes live once the first two are safe.
Products reviewed against EU regulations. Labels compliant and translated, packaging approved, ingredients cleared.
VAT registration completed so the brand could sell legally and keep its marketplace account live.
Netherlands facility brought up to the additional BRC food safety requirements, then stock in.
TRACES certifications secured with the Dutch authorities. The step that delayed the launch, and the one without which there is no launch.
First shipment into Amazon Germany, multiple pallets, requested up front by Amazon. Live in market.
“The compliance process was seamless. Everything was checked, translated, and approved. We’ve renewed the service; it’s been that reliable.”
“When it comes to product compliance and Responsible Person services, we were really impressed with Chris Rolfe and his team’s capabilities. When expanding into unknown European countries we felt that Chris was somebody you’d want on your side if you got into a tricky situation.”
Head of Retail Online and International, Forthglade
The launch worked. It was not tidy.
Forthglade’s first shipment to Amazon Germany included a large amount of stock on multiple pallets, which Amazon requested up front. It went live. It also threw up problems worth being honest about, because they are the same problems the next brand will hit.
Packaging
Some products were damaged in transit and had to be reworked or donated to charity.
Amazon deliveries
Initial deliveries were rejected due to mis-communications with carriers.
Market education
German consumers were unfamiliar with Forthglade’s tray format, preferring canned wet food.
“There was a learning curve, but the team adapted quickly. They were open to feedback and made the changes we needed to stay compliant.” Daniel Rios-Perez, Forthglade
Live in Germany, building for the long version
Forthglade is live on Amazon Germany and preparing to launch a new range of dry food and dental sticks. Sales are growing steadily, a German-language website is in the works, and marketing is being expanded behind it. The groundwork has been laid for long-term success.
“We’re introducing a new brand, in a new tray format that’s not familiar in Germany, in a new language. It’s a tough ask, but we’re making progress.”
“This phase is about proving the model. We’re not chasing millions overnight; we’re building something sustainable.”
“We’re entering a new phase. It’s time to optimise, streamline, and scale. Expandly will be a big part of that.”
With regular Amazon orders and new product lines in the pipeline, Forthglade is set up for steady, strategic growth in Europe.
“The partnership with Expandly has been instrumental in this journey, providing the infrastructure, expertise, and flexibility needed to scale internationally.”
Head of Retail Online and International, Forthglade
What Forthglade's Launch
Forthglade is a regulated, physical, temperature-sensitive product with a category that most providers would rather not touch. If the sequence holds for meat-based pet food, it holds for supplements, cosmetics and electronics too. Four things carry across to any brand looking at a first EU market.
Your category sets the timeline
Certification under TRACES delayed this launch. Nobody finds that out in month one unless somebody has done it before.
Compliance is not a form
Labels, translations, packaging approvals and ingredient rules all had to clear before stock could move.
Local stock changes the economics
Fulfilment from inside the EU is what makes German delivery expectations achievable at a sane cost.
The market has its own habits
German buyers prefer canned wet food. Product format is a market entry question, not just a marketing one.
Reflecting on the journey, Daniel concludes, “We needed a partner who had walked this path before. Expandly helped us navigate the unknowns and build a foundation for growth.”
VAT registration, product and label compliance, Responsible Person, warehousing and fulfilment, animal product certification.
workstreams, one provider
Every stage of this launch came from a process already run for other brands, not invented for Forthglade.
brands taken into UK and EU markets
The UK, Netherlands and Germany come as standard, which covers the route Forthglade took.
markets included from day one
The same sequence, every brand, every market
We do not improvise a plan for each customer. The Global Expansion Pathway (GEP™) is a six-stage sequence, and it exists because each stage answers a question the next one cannot be attempted safely without. Forthglade’s launch sat in the middle of it. Compliance came first because it was slowest, logistics was built while compliance ran, and the Amazon Germany listing went live once both were safe.
See how the Global Expansion Pathway works, or read more of our case studies.
Find out what your own launch would involve
Five questions, then a personalised snapshot: which markets fit your product, what compliance you are facing, and what to do first.
This page describes work carried out for one brand. Tax, compliance and logistics requirements vary by country, product category and sales channel, and your own launch will look different. Talk to our team about your situation.