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How to launch a new brand in Europe and the US and how Re-Sauce can help?

By Gordon Dutch & Re-Sauce

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Re-Sauce launched on 2nd February 2021 as a new business consultancy, specializing in sales, marketing, press & PR. The three owners have a proven track record of success between them, having been involved at senior and ownership level within businesses, including Peerless-AV, Midwich, Medium/Exertis. If you want to know more about our backgrounds and what we do, then just visit and you can see some other blogs we have written between us.


In this blog, we wanted to give you a small overview of our services and why we feel we are uniquely qualified to help advise any business on launching in Europe, or even bringing a European brand into the US. Next week, Gordon will provide a more personal journey of his business experience, as requested by many of our followers on LinkedIn. For those that want the ‘clip notes’ version, here it is, and do feel free to contact us for more information and to find how we can assist you.


When bringing a brand into Europe, one of the most important things to understand is that it is not one country. Now I know that sounds very obvious and indeed it is, but it is more than a language or currency that separates a country, it is their culture as well.


Many US brands carefully consider where to focus their efforts and indeed base their new European HQ and so they should, now that the UK has exited the EU. 


In our experience, choosing the UK as a US brand coming into Europe has some major advantages. Not least that we speak the same language, well almost. However the practicalities of simply replacing the odd ‘z’ with and ‘s’ or sidewalk for pavement, is pretty easy to do. Whereas, if you choose somewhere like Germany, then sometimes even the most simple of tasks might take a lot longer when you factor in the need for local translation.


The UK and Germany are also normally the two biggest markets for Pro-AV in Europe, excluding the odd major government backed projects in other countries. France often comes in a close third after that and then you expand out from there.


It is pretty inexpensive to set up a limited company within the UK and UK employment law currently allows you a couple of years to assess your team, before triggering a higher level of employee protection. This is not always the case in other countries, where these protections can come into place almost immediately. Therefore, if you find that you need to move someone around internally or simply need to look for someone else to do the job, you generally have a little more flexibility. There are of course many other factors to take into account such as cost of office or warehouse space, location, salary levels etc... Anyone thinking of moving into Europe from the US or APAC, feel free to reach out and we can help take you through the journey.


Buying quality local market data is also important and there are many companies that can provide this with varying levels of detail. However, even the most accurate and detailed sales in/out data does not always tell a true story. After all, if a brand has ‘won a deal’ themselves, they might choose to fulfill that project directly or through a lower costs disti, rather than through a value add disti who wants more margin. This can massively skew the impact of this data on whether a disti has actually ‘sold’ the products or whether the project has simply been provided to them on a plate.


There are also some major differences between the different countries on channel. In some countries there is very much a direct model and in others that is frowned upon. So having someone like Re-Sauce helping advise you, will help you as a brand understand more about the local country and culture.


Moving from Europe into the US or US/APAC into Europe is always going to be a significant decision to make and likely carry serious investment. Our experience at Re-Sauce can help you maximize your return and minimize costly mistakes, as not only will one of our owners have already undertaken the very task you are considering, but will fully understand the local landscapes in terms of channel, sales, marketing, press & PR, thus saving you a lot of time, effort and money.


So if you want to know more about what we do at Re-Sauce, it is pretty simple. We engage with brands who want more sales and we advise them on sales strategy, We can (if required) provide a highly effective executive search service to fulfil those positions identified and then help deliver the sales plan, with our incredible level of contacts. Between us there is virtually no one we don’t know at senior level in any major brand, distributor, integrator, VAR, installer or the trade press. We know the shows to attend and the ones not to, we know the marketing campaigns that work and those that don’t, the press people read and we know the pitfalls of translation, SEO, the list is almost endless.


Over the next 10 weeks, we will be releasing some more detailed blogs on Gordon’s personal experience to outline some of the stages that you have to go through to build your business, not only in the UK but Globally. When you add that to Lee and Ian’s own journey’s, it not hard to work out why Re-Sauce can provide fantastic value for money as a brand on business and sales consultancy. All this along with everything you would ever need from a full service marketing, press & PR agency and all heavily focused around the Pro-AV market. Re-Sauce is a very unique ‘one stop’ solution and will provide fantastic ROI on your planned investments. 


We look forward to hearing from you soon.

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Here’s what our Industry Colleagues say about us...

Peerless-AV would like to pay tribute to the incredible work Gordon and his team have done since 2009. It’s sales and brand awareness since we launched Peerless-AV EMEA in 2009 has been massive. Gordon’s strategic leadership and incredible work ethic, along with the dynamic leadership of a best-in-class team, which he assembled, has led Peerless-AV to the forefront of the AV businesses.

John Potts

Global President & CEO of Peerless-AV

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