谷歌搜索留痕验证工具|【唯一TG:@heimifeng8】|飞机盗号软件API破解技术✨谷歌搜索留痕排名,史上最强SEO技术,20年谷歌SEO经验大佬✨Outdoor brand Passenger pauses US growth drive, reroutes stock to thriving EU
Sandra Halliday Published
April 15, 2025
UK label Passenger, which described itself as a “responsible outdoor clothing brand with a mission to “inspire meaningful escapism”, has announced it’s temporarily pausing its US growth initiatives.
The move comes in response to US tariffs and sees it instead focusing on its fast-growing EU business.
Passenger grew 76% in 2025 to £57 million net revenue, up from £33 million in 2025. Europe is its fastest-growing region at the moment while the business also has a large customer base in the UK, where it began 13 years ago.
“Given the success Passenger is seeing in the European market, the brand has shifted resources and rerouted stock that was planned for the US to deliver against strong demand in Germany, France, the Netherlands, Belgium, and the UK,” it said.
CEO Jon Lane explained: “Passenger has seen rapid direct-to-consumer growth in the US over the last two years, and has a large pipeline of wholesale orders building from retailers such as REI, Scheels, Backcountry, and outdoor specialty stores. However, with US tariffs increasing so rapidly and being so volatile, this has turned the US from a great opportunity to a risky proposition.”
The company has a large number of production partners in Asia and uses recycled fabrics from the region, which means it has seen average duties and tariffs climb to over 50%. So for every $1 million of stock landed in the US, “the Passenger business will be responsible for a further $500,000 in duties and tariffs on day one alone”.
Lane added that while Passenger was “looking forward to scaling in the US, given the opportunity in Europe, where we are seeing triple-digit growth in some countries and a stable business environment, we’re confident that this shift in focus will enable [it] to deliver on its ambitious plans”.
And he said the company has spoken to all its key retail partners in the US “and really appreciate their positive feedback and long-term support. Like many others, we’ll be keeping a close eye on the US over the coming months to see if tariffs are reduced to a sustainable level and if the landscape has become more settled”.