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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
OEKO-TEX updated its STANDARD 100 limit values from 1 June 2026, tightening PFAS restrictions across all product categories and adding new substances of very high concern (SVHCs). Brands holding current OEKO-TEX certification need to verify their formulations and supply chains against the new limits to maintain certification status.
OEKO-TEX STANDARD 100 is a widely-marketed certification in European apparel retail. For US brands selling OEKO-TEX certified products in Europe, the certification functions as a consumer trust signal in markets where textile chemical awareness is significantly higher than in the US. EU retail partners and marketplace operators frequently list products on the basis of their certification status, making active certification a commercial prerequisite in certain distribution channels.
A certification that lapses because updated limit values were not checked on time is both a compliance failure and a commercial one. European retail partners and marketplace operators who have listed products based on certification status will need to be notified of any lapse or suspension. Proactive communication about the 2026 limit value review is a stronger commercial position than a reactive notification after certification has been suspended.
The 2026 PFAS tightening mirrors the direction of EU REACH regulation. Brands that have already reviewed supply chains for REACH purposes may find the OEKO-TEX update requires a further step: the voluntary standard can be stricter than the regulatory baseline in specific categories. Running the OEKO-TEX limit value check alongside the REACH PFAS review covers significant overlap and avoids separate audit processes for what is often the same supply chain concern.
If OEKO-TEX certification is a product claim your EU listings or retail partnerships rely on, verify the new limit values now — before the certification renewal window creates a gap.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
OEKO-TEX STANDARD 100 and EU REACH are separate systems — one voluntary, one regulatory — but they're moving in the same direction on PFAS. The 2026 OEKO-TEX update brings the voluntary standard closer to regulatory requirements in certain PFAS categories. For US apparel brands targeting European retail, managing both is increasingly the same conversation: audit your supply chain against the tighter PFAS limits, address any gaps, and document the process.
OEKO-TEX STANDARD 100 Updated
PFAS restrictions tightened across all product categories, new SVHCs added — brands holding certification must verify against the new limits
1 Jun 2026
Source: OEKO-TEX / Testex
New SVHCs Added
Substances of very high concern added to the OEKO-TEX restricted list in the 2026 revision — check current formulations against the updated standard before next certification audit
2026 Revision
Source: OEKO-TEX STANDARD 100
Compliant Before It Ships
EU product compliance is a prerequisite for selling, not something to address after launch. Expandly audits products against applicable directives before anything reaches a marketplace or leaves a warehouse.
2,000+
brands expanded with Expandly