Launch your general merchandise brand in Europe

742 million potential customers are waiting for your products – that's Europe’s population.

Online marketplaces like Amazon, eBay and Etsy have made it easier than ever to launch your brand in Europe. But whether you’re selling apparel, homeware, toys or something entirely different, you’ll need to meet European product safety standards.

Get expert support

Confidently comply with European product safety laws

Europe is a lucrative market for general merchandise brands selling accessories, apparel, home decor, kitchen items, soft furnishings, sports goods, stationery and toys. However, achieving local product compliance is critical.

A safety breach could mean costly recalls, legal headaches, or damage to your brand that takes years to repair. That's why you need to meet Europe's strict quality standards from day one.

Understand local legislation

Before you can sell in Europe, you'll need to meet major pieces of legislation:

General Product Safety Regulations (GPSR) 2005: fundamental safety requirements for consumer products that establish manufacturer obligations for the European market.
Product Liability Directive 2024: enhanced consumer protection measures, recently updated with new safety obligations and clearer manufacturer responsibilities.

Get market-ready

Your business may also need to:

Designate authorised representatives for both UK and EU markets
Ensure your products meet regional safety standards and testing requirements
Create new labelling that meets local languages and regulations
Complete required safety documentation and technical files
Engage with regulatory authorities across multiple jurisdictions

Let Hooley Brown handle your European compliance requirements while you focus on what matters most: building brand awareness and driving sales.

Hooley Brown: your authorised representative in Europe

We simplify European market entry for general merchandise brands. As your local legal representative, Hooley Brown ensures full compliance while maximising market opportunities.

Our services include:

Registered addresses in the UK and EU for product documentation
Safety assessment services and compliance expertise
Technical documentation support including safety test data, product files and certifications
Comprehensive instruction manual services including writing, illustration and localisation for product use, maintenance and disposal
Multilingual labelling and packaging services including studio services for multi-market packaging
Distribution network coordination with European partners
Manufacturing compliance guidance and oversight
Product notifications to relevant authorities

For products with multiple components, we can also apply rules of origin engineering to help achieve lower tariff rates, optimising your market entry strategy.