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Brands Adapt to a New US Trade Reality

Sep 30, 2025 | , , ,

UK fashion brands and retailers have long viewed the United States as the ultimate growth market, drawn by its scale, spending power, and trendsetting influence. But new trade policies and tariff changes mean that succeeding in America now demands more resilience and strategic agility than ever before.

As the US has scrapped the “de minimis” rule, which had allowed shipments under $800 to enter duty-free and ramped up tariffs, UK brands are rethinking every stage of their entry strategies. Once reliant on seamless, low-cost access for direct-to-consumer and test shipments, brands now face extra duty, customs checks, shipping expense, and more paperwork, even on small parcels.

For many, rising costs and increased bureaucracy threaten profitability and expansion plans just as competition and consumer expectations intensify.

Turning Challenge into Opportunity

While some UK retailers have pressed pause on ambitious US store launches, pivoting towards digital channels or wholesale collaborations to maintain a presence with lower risk, others have doubled down, unveiling shops in key metros and converting retail units to local fulfilment spaces. Robust consumer demand, particularly for womenswear and occasion-wear is encouraging brands to keep investing, yet the focus for autumn/winter 2025 is on smarter pricing and operational transparency.

Many are adopting “all-inclusive” US pricing, building duties and shipping into up-front costs and clearly communicating this to customers. This not only preserves brand trust but also softens the sting of retail price hikes, which are often in the range of 20–30%, to reflect tariff increases and core logistics expenses. According to executives quoted in industry analysis, US shoppers, and especially women seeking high-value items, remain willing to spend if pricing is transparent and the overall brand proposition remains strong.

Managing Tariff and Sourcing Risks

Tariff structures have become more complex and increasingly volatile, with rates ranging from 10% for UK-origin apparel to as high as 50% for goods sourced from countries such as India, now impacted by additional duties in retaliation for trade decisions. The end of de minimis has further complicated direct-to-consumer logistics, requiring every incoming parcel to undergo duty assessment and customs clearance. Many brands have responded by broadening sourcing strategies, seeking to insulate themselves from abrupt tariff escalation or disruptions in high-risk producer nations.

Retailers also report stepping up risk management by diversifying suppliers, even at the cost of short-term speed or margin. Some brands, for instance, have paused or revised launches tied to affected regions, while others are maintaining close scrutiny of the US policy environment before committing to major investments.

Metro: Delivering Fashion Logistics Advantage

Succeeding in this new environment requires supply chain partners with deep expertise and agile solutions. Metro stands out for its long track record of delivering fashion logistics, combining global knowledge with hands-on operational support in the UK and United states.

Metro’s dedicated retail platform offers end-to-end supply chain visibility, specialist fulfilment services, and responsive support that fashion brands trust. From managing in-store launches and pop-ups to supporting direct-to-consumer deliveries and optimising last-mile logistics, Metro’s technology empowers brands to control costs, navigate customs changes, and keep products moving in sync with shifting sales cycles.

This level of insight and flexibility is essential as the “golden quarter” peak season approaches. Metro’s experience and local support help brands stay ahead of regulatory changes, respond to market trends, and build lasting competitive advantage.

Though the US trade landscape now presents more complexity and risk, it remains a vital growth market for fashion brands committed to meeting high consumer expectations and navigating tariff headwinds.

Businesses that benefit from Metro’s resilient, intelligent supply chain solutions will be best placed to weather uncertainty, prosper and grow in the evolving American marketplace.

EMAIL Andrew Smith, Managing Director, today to explore how we can support your success in the United States.

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US Targets Tariff Evasion

Sep 30, 2025 | , , , , , , , , , , , , ,

The White House has launched a revitalised Trade Fraud Task Force to clamp down on tariff evasion and customs violations. This coordinated cross-agency initiative is set to bring sharper enforcement tools and greater scrutiny to a trading environment already complicated by regulatory uncertainty and shifting tariffs.

The new Task Force brings together agents and specialists from Customs and Border Protection (CBP), DOJ, and Immigration and Customs Enforcement (ICE), with the explicit aim to aggressively pursue importers and affiliates who attempt to evade tariffs, duties, and import restrictions.

Exporters, as well as importers, should note that enforcement now targets not only mis-declaration of country of origin and tariff classification but also complex global fulfilment models and transhipment tactics commonly used to optimise duty payments.

Recent enforcement cases have involved importers penalised for inaccurately reporting the origin of goods or misrepresenting tariff categories, with multimillion-dollar fines levied under the False Claims Act.

As these measures ramp up, UK exporters must be prepared to demonstrate robust compliance processes, maintain meticulous records, and ensure transparency in customs documentation.

Civil and Criminal Measures

The launch builds on recent DOJ activity, where multiple settlements involving trade fraud have been reached since President Trump returned to office.

Recent cases include both failure to declare correct country of origin and deliberate misrepresentation of goods, with penalties reaching into the millions. The False Claims Act, traditionally used for government contractor and healthcare fraud, is now increasingly deployed to investigate and penalise customs violations, expanding the law’s scope within the trade sector.

A major element of this strategy is the expansion of whistleblower programmes, rewarding those who provide actionable leads on tariff, customs, and trade fraud. The DOJ has made clear that it intends to continue scaling these enforcement efforts and leverage whistleblower-driven intelligence to bolster the detection and prosecution of evasion schemes.

Uncertainty for Importers

Importers face growing compliance pressure as a direct consequence of these changes. The rapid rollout of enforcement comes as legal battles rage over tariff legitimacy and definitions, compounded by lingering ambiguity on what constitutes transshipment or qualifying country-of-origin. Shifting tariff rates by trading partner and category further complicates import cost management and supply chain transparency.

Companies manufacturing overseas, utilising complex fulfilment or multi-country storage, and those unfamiliar with recent regulatory changes risk exposure to sanctions and penalties.

With Customs and Border Protection continuing to flag difficulties in identifying and assessing duty on goods moved through indirect or deceptive routes, the new Task Force signals a more determined and well-resourced effort to close these enforcement gaps.

Takeaways for Global Traders

For businesses engaged in cross-border trade with the US, renewed vigilance is now essential. Meticulous record-keeping, robust compliance audits, and transparent reporting are key steps to minimise risk under the heightened enforcement regime.

As the Task Force expands its remit to cover a broad array of customs and tariff breaches, organisations must prepare to meet more demanding legal standards and guard against evolving investigation tactics.

In this fast-changing regulatory climate, proactive compliance and expert guidance offer the best defence, and securing a competitive foothold in US markets means staying one step ahead of enforcement trends.

For Metro clients, this trend creates new challenges in export planning and risk management. Those sending goods to the US must ensure their paperwork, origin declarations, and valuation methods strictly align with current customs codes.

Metro’s sector experience enables British exporters and US importers to navigate these requirements with confidence and reduce exposure to unexpected penalties.

EMAIL Andrew Smith, Managing Director, today to explore how we can support regulatory compliance and success in the United States.

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Resetting UK–EU trade

Sep 17, 2025 | , , , , , , , , , , , , , , , ,

Five years on from the Trade and Cooperation Agreement (TCA) and with the 2026 review fast approaching, the UK and EU have a chance to move beyond firefighting and design a trading relationship that works in today’s economy.

A new Parliamentary report from the Chartered Institute of Export & International Trade sets out a practical roadmap to turn trade friction into advantage, by prioritising digital connectivity, trusted cooperation and real-world fixes for businesses, especially SMEs.

Exports in services have grown, but goods trade, and particularly for smaller exporters, still hits too many barriers. The Institute proposes a coherent package of measures that reduces cost and complexity at the border, unlocks mobility and skills, and aligns climate and industrial policies so supply chains can invest with confidence.

h4b>The Institute’s eight recommendations

1) Streamline borders and customs

  • Build interoperable UK–EU digital trade corridors to remove duplication and delays.
  • Create a Common Security Zone to simplify newer safety and security requirements.
  • Align the UK’s Trade Strategy with the EU Customs Reform programme to deliver a seamless user experience.

2) Make SPS trade predictable

  • Implement the Common Sanitary and Phytosanitary (SPS) Area via a joint SPS committee (as trailed at the 2025 summit).
  • Work directly with industry to fix recurring pain points in food, plant and animal movements.

3) Modernise rules of origin

  • Simplify and harmonise product-specific rules in the TCA.
  • Enable diagonal cumulation with shared FTA partners.
  • Consider UK participation in the Pan-Euro-Mediterranean (PEM) Convention to increase sourcing flexibility.

4) Deepen regulatory cooperation

  • Use outcome-based equivalence and dynamic alignment where it matters most.
  • Strike targeted “side deals”, including mutual recognition for conformity assessment, and collaborate on emerging areas such as AI and digital trade.

5) Link carbon and energy frameworks

  • Link UK and EU emissions trading schemes and align CBAM approaches.
  • Broaden energy cooperation to support secure, affordable decarbonisation.

6) Back Northern Ireland’s dual-market role

  • Build on the Windsor Framework to deepen trade, energy and mobility links.
  • Position Northern Ireland as a practical model of friction-reduction that benefits both sides.

7) Enable skills and mobility

  • Launch a reciprocal youth mobility scheme and explore re-entry to Erasmus+.
  • Accelerate mutual recognition of professional qualifications in high-impact sectors.

8) Align industrial and digital policy

  • Establish a UK–EU Industrial Cooperation Council to coordinate investment, innovation and regulation.
  • Add a dedicated digital trade chapter to future-proof the partnership.

The last five years have shown that technical workarounds are not enough. SMEs need consistent rules, fewer duplicative checks and clearer pathways. By sequencing border simplification, SPS certainty and origin reform, policymakers can cut costs quickly while building a platform for long-term competitiveness.

What success would look like

  • Lower cost-to-export for SMEs through simplified formalities and interoperable systems.
  • Faster, more predictable food flows via an SPS framework that solves problems at source.
  • More resilient supply chains thanks to compatible rules and modernised origin provisions.
  • A digital-ready TCA that reflects how firms actually trade in 2026 and beyond.

From rules-of-origin compliance to fast-changing customs requirements, our experts deliver integrated and automated solutions that simplify compliance, cut costs and keep your trade moving.

To learn about our automated CuDoS platform and how we can help you navigate the evolving UK–EU trade environment with confidence, please EMAIL our Managing Director Andrew Smith today.

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EU Freight and Customs Round‑Up

Sep 3, 2025 | , , , , , , , , , , , , , , , , , , ,

The movement of goods between Great Britain, Northern Ireland and the EU is entering one of its most challenging and complex periods in recent years. Regulatory changes are reshaping established routes, creating new administrative demands, and raising questions about supply chain resilience.

From the phased enforcement of ICS2 safety and security filings, to the evolving requirements of the Windsor Framework and the digitalisation of EU border controls, operators are facing a series of overlapping obligations. Understanding and preparing for these changes will be critical to maintaining efficiency, avoiding disruption, and keeping trade moving in the months ahead.

ICS2 Phase 3 Staggered Rollout

The EU’s ICS2 Release 3 – requiring detailed safety and security filings for road and rail freight – was due to become fully mandatory on 1 September 2025. While the system itself is active, several Member States have secured temporary derogations delaying enforcement until December 2025.

Germany and the Netherlands, however, are pressing ahead, meaning accompanied RoRo shipments to those markets may face compliance risks if operators are unprepared. Northern Ireland RoRo traffic has also been given a phased start, with the new TIMS platform offering a gradual introduction later this year.

The patchwork of deadlines across Europe underscores the need for close monitoring and proactive compliance to avoid penalties and delays.

GB–NI Trade Under Pressure

The Windsor Framework remains a source of disruption for operators moving goods between GB and Northern Ireland. Complicated “at risk” classifications, excessive paperwork, and inconsistent enforcement are driving inefficiency and higher costs.

Some suppliers are rerouting freight via Dublin rather than using the Irish Sea, while consumers in NI face reduced product choice as online sellers and retailers scale back deliveries.

Industry bodies argue that reforms such as classifying goods at the point of sale and simplifying Just-in-Time exemptions are urgently needed to stabilise trade volumes and restore reliability.

EU Entry/Exit System

The EU’s new Entry/Exit System (EES) is scheduled to go live on 12 October. Designed to digitise border checks by capturing biometric data, the system will eventually cover all non-EU drivers entering the bloc.

While intended to streamline processes and enhance security, the transition will create additional steps for hauliers and could slow traffic on critical corridors such as Dover–Calais if infrastructure proves inadequate.

UK hauliers face further constraints from the 90/180-day driver access rule, raising concerns over flexibility in meeting customer demand. With weeks left to prepare, shippers should ensure that drivers are prepared, documentation and contingency measures are in place.

Staying Ahead of the Changes

The common thread running through these developments is clear: shippers face a rising tide of complexity at the intersection of GB and EU trade. From border checks and customs filings to NI market access, regulatory shifts demand preparation, agility and informed support.

Metro is committed to helping customers navigate this evolving environment – from expert customs guidance and training to cross-border contingency planning and operational resilience.

To discuss how these changes could affect your supply chains, and the practical steps to stay compliant and competitive, please EMAIL our managing director Andy Smith.

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