Why tariffs show more than your strategy deck ever will
Tariffs put theory to the test. They expose the limits of your supply chain. They show how quickly your team can respond and how committed you really are to international growth. The brands pulling ahead aren’t waiting. They’re shifting production, exploring new markets, and continuing to invest, rather than only protecting what they have.
What’s changing behind the scenes
Beyond the headlines, there’s a broader shift in mindset. Brands are learning that staying visible in the US matters, even during uncertainty. Stepping back creates opportunities for competitors. Winning back customers later is harder than staying top of mind now.
The most prepared teams are analysing exposure carefully. They know which products are tariff-sensitive and use that knowledge to guide pricing, logistics, and marketing.
In this environment, flexibility is key. Brands that can pivot quickly, by adjusting markets, logistics, or formats like hybrid DTC and B2B, are better positioned to handle the volatility.
How leading E-Commerce brands are responding to the US tariffs
🇩🇪 Birkenstock: Building on vertical integration
Birkenstock, the well-known German footwear brand, has kept expanding in the US, even as new tariffs threaten higher prices for American consumers. With 95% of its production in its own German factories, Birkenstock maintains strong control over its supply chain.
So far, they’ve:
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Continued their US expansion
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Focused on long-term brand loyalty
This approach reflects confidence in their value and in their ability to manage through tariff-related challenges.
Source: Reuters
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🇫🇷 Lafaurie: Expanding with focus
Lafaurie, a Paris-based menswear brand led by brothers Théo and Pablo Lafaurie, recently opened its 14th store in France while expanding internationally.
In 2024, US revenue rose by 50%. Despite uncertainty, they’re not stepping back. Instead, they’re adapting operations and investing further in the US, while also exploring growth in the Asia-Pacific region.
“We really have a dedicated and loyal US customer base,” says Pablo, Lafaurie’s CEO. The team remains confident in the US market and is prepared to make operational changes if needed, whether that means adapting logistics or adjusting fulfilment. “We’ll do what we need to do,” he adds. “But we’ll continue to invest in the US market, because it’s growing so well for us.”
Source: Vogue Business
→ For brands considering a similar shift, it’s worth understanding the operational implications of cross-border e-ommerce. This article about common cross-border mistakes breaks it down.
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🇮🇹 Zegna Group: Staying consistent under pressure
The Zegna Group is holding firm. With a focus on DTC, Italian manufacturing, and pricing discipline, they remain committed even with a 10% tariff increase on the horizon.
Their approach? No sudden changes. They’re sticking with “Made in Italy,” making only modest pricing adjustments if needed.
“We’re not seeing disruption in demand,” said CFO Gianluca Tagliabue. “If anything, the reaction to our latest collections has been positive, especially in the US.”
Source: Vogue Business
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🇨🇭 Swiss watchmakers: Quiet adjustments
When the US introduced a 10% tariff on Swiss imports, watchmakers responded thoughtfully. Brands like Rolex and Omega made small price increases and monitored customer response.
Others, like H. Moser & Cie, moved inventory early in anticipation of further changes. The response overall has been calm and strategic.
Source: GQ
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🇺🇸 Keen Footwear: holding prices, supporting relationships
Keen Footwear, a U.S. family-owned brand, is choosing not to pass on new import tariffs to customers in 2025. With a diverse supply chain spanning the U.S., Dominican Republic, Thailand, and Asia, the company is well-positioned to absorb the impact.
Founder Rory Fuerst summed it up: “Supporting retail partners and customers through uncertainty is part of the brand’s responsibility”.
Source: Keen Footwear
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🇸🇪 Lisa Yang: Adapting operations to protect margins
Faced with a 145% tariff on Chinese yarn, Swedish cashmere brand Lisa Yang saw a 30–40% impact on margins. Instead of scaling back, they opened a US distribution centre to ease the tax impact.
It’s a practical move that helps maintain price competitiveness without cutting corners.
“We could increase our prices a million times and still make a loss,” says CEO and co-founder Samuel Stenberg.
Source: Vogue
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🇫🇷 Sézane: Honest communication
Rather than wait and hope for the best, Paris-based fashion brand Sézane took a direct approach: they let their US customers know that tariffs might soon limit what’s available on the site.
In an email sent to their US audience, Sézane warned that some items “may no longer be available on our US site in the coming days” due to incoming tariffs. The message was simple: if something’s on your mind, now’s the time to order.
It wasn’t dramatic, and it wasn’t salesy. It was honest. The brand didn’t play games with pricing or push a false sense of urgency, they just gave their customers the facts and the space to decide.
Source: Financial Times
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4 strategic responses to tariffs for e-commerce brands
Most e-commerce businesses respond in one of four ways:
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Absorb: Take the margin hit to protect pricing. It might work short-term, but it’s tough to sustain.
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Relocate: Move production or fulfilment closer to key markets. It takes investment but adds resilience.
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Pass-through: Raise prices carefully while reinforcing your value. This works if customers truly believe in what you offer.
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Accelerate: Treat tariffs as a push to grow smarter. It’s high risk, but it can pay off.
You can’t do them all. Choose a path, commit, and act decisively.
→ If you’ve decided relocation or acceleration is your move, make sure your tech setup can handle it. Here’s a practical look at Shopify’s international selling options that could help you scale smartly.
Tariffs test operational readiness
This isn’t just about import fees. It’s a test of how well your business can respond to change. Stronger operations mean faster adjustments. A more diverse market and supply chain reduce risk. Clear goals help you act with confidence.
Tariffs aren’t stopping growth, they’re exposing who’s prepared for it.
Staying ahead as a brand
There’s no waiting period. The brands that are adapting aren’t holding back. They’re moving deliberately, even without perfect conditions. The real question isn’t how to avoid tariffs. It’s how do you build a business that grows, even when the rules shift?
As a Premier Shopify Partner, Code builds and optimizes Shopify stores for European brands that want to sell globally. Curious how we can support your growth? Get in touch.
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