For a growing UK brand, sourcing products from Europe can open the door to distinctive designs, specialist manufacturers and shorter supply chains. For businesses serving customers in London, it can also provide a practical way to refresh collections quickly and respond to changing demand.
London offers a large and competitive market for new products. According to the Department for Business and Trade, the capital was home to 1.042 million private sector businesses at the start of 2025. It also had the highest business density in the UK, with 1,436 businesses for every 10,000 adults. This creates opportunities for retailers, ecommerce companies, wholesalers and other growing brands, but it also raises expectations around stock availability and delivery.
Importing from Europe now involves more administration than it did before the UK left the European Union. A clear sourcing and logistics plan can help a business control costs, avoid delays and keep the right amount of stock available for its customers.
Choose suppliers for consistency, not just price
A competitive unit price is important, but it should not be the only factor when choosing a European supplier. Product quality, lead times, minimum order quantities and communication can have a much greater effect on the long-term cost of stocking a range.
Before placing a large order, ask the supplier for samples and confirm the product specification in writing. It is also worth checking:
- How quickly the supplier can produce or prepare an order
- Whether minimum order quantities suit your expected sales
- How products will be packed for international transport
- Whether the supplier has experience exporting to the UK
- What happens if goods arrive damaged or do not meet the agreed specification
For London businesses with limited storage space, smaller and more frequent orders may be preferable to buying a large volume at once. Although the transport cost per item may be higher, this approach can reduce pressure on cash flow and lower the risk of being left with slow-selling stock.
Check whether the products can be imported and sold in Great Britain
Product rules vary according to what you are importing. Clothing, cosmetics, electrical items, furniture and other manufactured goods can each be subject to different requirements covering labelling, safety, testing or documentation.
Do not assume that a product approved for sale in an EU country automatically meets every rule that applies in Great Britain. Check the current UK requirements before committing to production or paying a substantial deposit. The importer may be responsible for making sure the goods comply, even if the European supplier has produced them correctly for its home market.
Businesses should also confirm whether a product needs a licence, certificate or inspection. The GOV.UK importing guidance provides a useful starting point for checking the rules that apply to a particular type of product.
Get a GB EORI number
A business normally needs an Economic Operators Registration and Identification number to import commercial goods into England, Scotland or Wales. For a London business, this will usually mean an EORI number beginning with GB.
Apply for it before the first shipment is due to leave the supplier. Missing details can delay the customs declaration and leave goods waiting at the border. Government guidance confirms that businesses importing into Great Britain need a GB EORI number as part of the customs process.
Use the correct commodity code
Every product must be classified using a commodity code. This code helps customs authorities decide the rate of Customs Duty, how import VAT should be treated and whether additional controls apply.
Choosing a code based only on a brief product description can lead to mistakes. The correct classification may depend on the product’s materials, purpose, construction and how it is sold. Similar looking items can sometimes fall under different codes.
Ask the supplier for a detailed description and composition of the goods, then check the UK Trade Tariff. Keep a record of why the code was selected, particularly if the business expects to import the same product regularly.
Understand origin before claiming reduced duty
Goods transported from the EU are not necessarily of EU origin. A product might be stored or sold by a company in France, Italy or Germany but manufactured elsewhere.
Under the UK-EU Trade and Cooperation Agreement, qualifying goods can benefit from a reduced or zero rate of Customs Duty. To claim this treatment, however, the goods must meet the relevant rules of origin and the importer must have the required evidence.
This distinction is important for growing brands sourcing through European distributors. Confirm the origin of the goods and whether the supplier can provide an acceptable statement on origin before calculating the expected landed cost.
Calculate the full landed cost
The supplier’s invoice is only one part of the total cost. A realistic landed-cost calculation may need to include:
- Product cost
- Collection from the supplier
- International road freight
- Customs declaration charges
- Customs Duty, where applicable
- Import VAT
- Insurance
- Handling and delivery to a London warehouse, shop or fulfilment centre
The Incoterm agreed with the supplier affects which party is responsible for different costs and stages of the journey. Make sure it is stated clearly on the commercial invoice and understood by both sides. A low purchase price can become less attractive if the buyer unexpectedly becomes responsible for collection, export paperwork or other charges.
Import VAT may create a significant cash-flow demand. VAT-registered businesses may be able to use postponed VAT accounting, subject to the relevant rules, so this should be discussed with an accountant or tax adviser.
Prepare complete commercial documents
Accurate paperwork helps the freight and customs process run smoothly. The required documents will depend on the shipment, but commonly include a commercial invoice, packing list and transport document.
The commercial invoice should clearly show the buyer and seller, a detailed description of the products, quantities, values, currency, Incoterm, country of origin and commodity codes. The packing list should show how the goods are divided across cartons or pallets, including weights and dimensions.
Check that the information is consistent across every document. Small differences, such as mismatched quantities or vague descriptions, can lead to questions at the border. This matters when stock is needed for a product launch, trade event, pop-up shop or seasonal campaign in London.
Select the right road freight service
Goods moving between continental Europe and the UK are commonly transported by road. The most suitable service depends on the shipment size, urgency and budget.
Groupage is often cost-effective for smaller consignments because goods from several businesses share space in the same vehicle. Less than truck load, or LTL, may suit a shipment that uses part of a trailer, while a full truck load, or FTL, gives one shipment use of the full vehicle. Express road freight may be appropriate when stock is urgently needed to avoid lost sales.
A growing London brand does not need to use the same option for every order. Planned restocking can move by groupage, while a smaller urgent shipment can be sent separately when demand is stronger than expected. Barrington Freight provides road freight services between the UK and Europe for businesses, with express, groupage, LTL and FTL options available according to the shipment.
Plan delivery into London carefully
The international journey is only part of the delivery plan. London traffic, restricted loading times and limited access can affect the final stage.
Before booking transport, confirm whether the destination has space for a large vehicle, a loading bay and equipment to unload pallets. Check access hours with the warehouse, shop or fulfilment centre and make sure someone will be available to receive the goods. If the delivery address cannot accept a larger vehicle, this should be discussed before collection so a suitable arrangement can be made.
Allowing some flexibility in the delivery date can also help control costs. If stock must arrive before a fixed launch or retail promotion, build extra time into the schedule rather than planning around the latest possible arrival.
Build an importing process that can grow with the brand
The first shipment often reveals which details need closer attention. Record the actual lead time, transport cost, customs charges and delivery issues for each order. This creates a more reliable basis for setting reorder points and comparing suppliers.
It is also sensible to avoid relying entirely on one product, supplier or route. Keeping some buffer stock for bestsellers and identifying an alternative supplier can help protect sales if production or transport is delayed.
As order volumes increase, review whether the original freight option is still the most economical. Several small consignments might eventually be combined into a larger shipment, while regular collection days can make stock planning more predictable.
Make European sourcing work for your London business
European products can help a London brand offer something distinctive while keeping suppliers relatively close to the UK. Success depends on more than finding the right goods. Accurate classification, clear documents, realistic landed costs and a suitable transport plan all play a part in keeping stock moving.
Barrington Freight helps UK businesses manage imports from Europe, using road freight and customs clearance support through experienced partners. Planning these details before the goods leave the supplier can save time, reduce unexpected costs and give a growing brand a stronger foundation for its next stage of growth.
Sources for London statistics: Department for Business and Trade, Business population estimates 2025.
