How Consumer Brands Can Successfully Enter Europe

Written By Anna Ziemski

Expanding into Europe is a dream for many U.S. consumer brands — but it often feels like a maze of regulations, logistics, and unknowns.

The good news? With the right roadmap, the European market is not only accessible but can become one of your brand’s most profitable regions.

1. Get Your Compliance in Order

Europe has some of the most stringent consumer regulations in the world. That’s not a bad thing — it creates trust with consumers — but it does mean you need to be prepared.

  • CE Marking: Mandatory for many product categories, showing your product meets EU safety standards.

  • Extended Producer Responsibility (ERP): Covers recycling and sustainability obligations.

  • Labeling & Packaging: Requirements vary by country, including language rules.

Tip: Work with an Authorized Representative or Responsible Person service to ensure compliance is handled correctly from day one.

2. Decide on Your Market Entry Model

Not every brand should enter Europe the same way. Some options include:

  • Distributor Model: Work with a local distributor who buys, imports, and manages sales. Fast but less control.

  • Direct-to-Retail: Requires local warehousing and more resources but keeps margins stronger.

  • E-commerce First: Test demand using Amazon EU or a fulfillment partner before committing to retail.

Tip: Many brands start with a hybrid — testing e-commerce while simultaneously building distributor relationships.

3. Establish Local Infrastructure

Consumers and retailers alike expect local service. Setting up the right infrastructure is essential.

  • Warehousing: A central hub (often the Netherlands or Germany) enables fast, low-cost shipping across the EU.

  • VAT Registration: Required for selling in most countries, with country-specific thresholds.

  • Customer Support: Consider a local partner or multilingual setup to manage expectations.

4. Test the Market Through Tradeshows and Partnerships

Tradeshows remain one of the fastest ways to connect with European buyers. Presenting at events not only showcases your product but gives you direct feedback on what resonates. Follow up by tailoring your assortment and pricing to the market.

Tip: Be prepared with a localized pitch deck and packaging samples. Retailers want to see your commitment to the region.

5. Think Long-Term Growth, Not Quick Wins

Europe is a collection of diverse markets — what works in France may not work in Germany. Successful brands commit to understanding consumer behavior, investing in marketing, and building long-term distributor and retailer partnerships.

Final Thoughts

Expanding into Europe can feel overwhelming at first, but with the right compliance, entry model, and partners, you can create a scalable foundation for international growth.

At ABZ Consultants, we specialize in helping consumer brands navigate this process — from compliance and warehousing to distributor development and cross-functional sales leadership. If you’re curious about how your brand can get EU-market ready, let’s connect.

Anna Ziemski