In May 2024, the company began charging duty on shipments to Northern Ireland, unaware that under the Windsor Framework, business-to-consumer deliveries were exempt from these charges. This misstep led to a decline in sales, as customers were deterred by increased costs. At the same time, shipping restrictions and compliance complexities across the EU created further barriers to expansion.
Through the Business Growth West Midlands Exporting Support Programme, Maxine engaged with an export advisor who conducted a diagnostic assessment. While the business was actively exporting, it faced operational and regulatory obstacles that required targeted support.
The programme delivered tailored guidance through a workshop focused on Northern Ireland trading rules, which clarified the correct application of the Windsor Framework. It also provided confirmation that duty charges were not required for Northern Ireland customers, enabling the business to regain its competitive position. In addition, the programme explored the One Stop Shop (OSS) system to simplify VAT compliance across the EU and offered technical advice to assess website compatibility for future expansion.
These interventions had an immediate impact. Perfume Bodega gained a competitive advantage over businesses still applying duty in Northern Ireland and began reconnecting with its lost customer base. The insights into OSS also equipped Maxine with the knowledge to make informed decisions about re-entering EU markets.
Maxine Milton, Director of Perfume Bodega Dist. Ltd, commented “The potential to regain our Northern Ireland customer base by removing unnecessary duty charges has given us a competitive advantage in that market. Understanding and applying the Windsor Framework correctly has been a game-changer.”
David Zell, Assistant Delivery Manager – Business Programmes at West Midlands Combined Authority (WMCA), added: ““Business Growth West Midlands Exporting Support Programme, run by the Coventry and Warwickshire Chamber of Commerce on behalf of WMCA, is a fantastic programme offering free, in-depth, subject-specific expertise support to businesses within the West Midlands, enabling them to grow their potential through international exporting channels.
“The team are incredibly supportive, knowledgeable and driven to ensure that businesses can thrive and grow off the support that is on offer. The programme is 100% committed to achieving success and is one not to be missed.”
With the right advice and tools, Perfume Bodega has transformed post-Brexit challenges into opportunities. The business is now well-positioned to grow its presence in Northern Ireland and re-establish itself in EU markets, with a clearer understanding of international trade regulations and a renewed confidence in its export strategy.
Ready to take your business global? The Business Growth West Midlands Exporting Support Programme offers expert guidance, in-depth market insights, and tailored support to help businesses expand into international markets. Contact us today and one of our business advisers will be in touch to start your export journey.
