Welsh exporters rebuild European trade despite challenging market
Welsh exporters are continuing to find growth in Europe, with exports to the EU increasing by two per cent despite
ET Browne UK is the business behind the globally recognised Palmer’s skincare brand, importing and distributing more than 100 product lines across the UK and Europe. Supplying major retailers including Boots, Tesco, Superdrug and Sainsbury’s, the business manages a complex supply chain that relies on products arriving in the right place, at the right time.
Generating annual turnover of over £35m with a team of just 18 people, ET Browne has built an operation that, as Finance Director Errol Thomas puts it:
“We’ve built a business that consistently performs beyond its size.”
As the business continues to grow, maintaining a supply chain that can keep pace has become an essential part of its success. For almost 20 years, ET Browne has partnered with Europa Warehouse, the specialist third-party logistics (3PL) division of independent logistics provider Europa Worldwide Group, supporting the business as it has evolved and expanded.
Growth has brought new opportunities for ET Browne, but it has also increased the complexity of its logistics operation.
Products are imported from the United States before being distributed to more than 100 retail distribution centres and wholesalers across the UK, as well as customers in Poland, the Netherlands, Germany and other European countries.
Managing between five and ten consignments every day, from single-pallet shipments to full trailer loads, means balancing seasonal demand, fluctuating shipping schedules and strict retailer delivery windows, all while continuing to introduce new products and expand across Europe.
When ET Browne outgrew its previous warehouse almost 20 years ago, it needed a logistics partner with the capacity to support its next stage of growth. Since then, both businesses have continued to evolve.
Errol commented:
“As we’ve grown, Europa Warehouse has grown, if one of us had stayed still, it probably wouldn’t have worked.”
Since joining ET Browne almost 15 years ago, Errol has seen the business more than double its sales. As demand has increased, so too has the need for additional warehouse capacity, operational resources and flexibility.
That growth hasn’t always been predictable. Delayed containers, changing import schedules and increasing order volumes have all required the logistics operation to adapt, often at short notice.
As ET Browne’s requirements have evolved, so too has the partnership. From increasing warehouse capacity and supporting peaks in demand to navigating Brexit and new French VAT requirements, both businesses have continued to adapt to the changing needs of the operation.
“We’ve built a relationship where we understand each other’s business. That’s what makes it work.”
says Errol.
“If we see we’re growing, we’ll recommend increasing resources. If more capacity is needed, we have those conversations early. It works both ways.”
That collaborative approach has enabled ET Browne to continue growing with confidence, knowing its logistics operation can evolve alongside the business.
For Errol, the reason the partnership has lasted is straightforward.
“It just worked. We both grew together.”
For ET Browne, the relationship with Europa extends well beyond warehousing and transport.
Day-to-day operations rely on close communication, shared understanding and the confidence that both teams are working towards the same goal.
Emily Leadbetter, senior sales administrator at ET Browne, manages customer orders, stock control, wholesalers and VIP contracts. Her role depends on fast, accurate information and a logistics partner that understands how the business works. Emily works closely with Europa throughout the day to keep products moving efficiently from warehouse to customer.
That support comes through Europa Warehouse account manager Aleksandra Chilimoniuk, who oversees the day-to-day operation of the account. From managing stock enquiries and goods in, to coordinating deliveries and resolving operational issues, Aleksandra acts as the first point of contact, helping to ensure the partnership runs smoothly.
For Emily, having a dedicated point of contact who understands the business makes all the difference.
“Aleksandra is incredibly proactive. We rely on her every day, and she understands our operation so well that it feels like she’s part of the team”.
Whether responding to unexpected issues, coordinating deliveries or helping the business adapt to new systems, Europa’s team has become a natural extension of ET Browne’s own operation.
Today, ET Browne continues to expand its product range and grow across existing and emerging UK & European markets, supported by a logistics operation that has evolved alongside the release of new products such as the current Vanilla Range which is now the fastest growing product in its category for value as well as units sold.
For Ryan Woor, Managing Director, UK & Europe at ET Browne, the partnership has been instrumental in supporting the company’s growth to date – and will remain equally important as the business looks to its next stage of expansion.
Ryan said:
“Over the past two decades, ET Browne UK has grown significantly, expanding Palmer’s presence across major UK retailers and into European markets. That growth has required us to continually strengthen the infrastructure behind the brand, and Europa has been an important partner throughout that journey.
As we look ahead, our ambition is to accelerate Palmer’s growth across the UK and Europe, broaden our product portfolio and build even stronger relationships with our retail and distribution partners. To achieve that, we need a logistics operation that is resilient, agile and capable of scaling with us. Our long-standing partnership with Europa gives us confidence that we have the operational platform to support the next stage of our growth.”
For Dionne Redpath, Chief Operating Officer at Europa Warehouse, the partnership reflects exactly what long-term collaboration should look like.
Dionne said:
“ET Browne is a great example of a successful, fast-growing consumer brand that needs agility, reliability and smart supply chain solutions from its logistics partner.
ET Browne has built a trusted skincare brand with a strong presence across major retailers, while continuing to manage a complex and growing product portfolio.
The partnership with Europa Warehouse reflects the strength of cooperation built on expertise and trust, using Europa’s understanding of the continual changes and complexities in today’s supply chain.
We’re proud to be supporting ET Browne as it continues to expand, strengthen its retail distribution and bring Palmer’s products to more consumers across the UK and Europe.”
Looking back, Errol’s assessment is reassuringly simple.
“Our stock is safe, secure and gets delivered on time. What more can I ask for?”
After almost 20 years of working together, it’s perhaps the strongest endorsement of all.
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