Why International Brands Struggle to Enter the U.S. Market and How Evolution of Distribution Offers a Solution

For international brands eyeing expansion, the United States remains the ultimate prize. With its vast consumer base, sophisticated retail infrastructure, and economic opportunities, it’s no wonder companies from around the world set their sights on this market. Yet, according to Mitch Gould, founder and CEO of Nutritional Products International (NPI), many underestimate the complexities involved in successfully entering the U.S. market.

Gould, a seasoned expert with over 35 years of experience in nutrition, distribution, and brand building, notes that the challenges are particularly acute for brands in the nutrition, health and wellness, beauty, personal care, and consumer packaged goods sectors. These categories require a combination of regulatory oversight, retail relationships, distribution infrastructure, and consumer marketing expertise that can be difficult for international companies to assemble on their own.

‘Over the years, I worked with many companies that achieved tremendous success in their home markets and were ready to expand internationally,’ said Gould. ‘What many discovered was that entering the United States required far more than simply shipping products across the ocean. The regulatory environment, retailer relationships, logistics infrastructure, and marketing requirements are unlike anywhere else in the world.’

To address these challenges, Gould developed his proprietary Evolution of Distribution platform, a turnkey system designed to streamline how brands enter and scale within the U.S. market. The platform operates through several core pillars, including global logistics and U.S. market entry, product readiness and regulatory alignment, market positioning and brand strategy, retail and eCommerce placement, and post-placement marketing and demand generation.

‘We effectively become an extension of the brand’s team in the United States,’ Gould explained. ‘We help manage everything from importation and warehousing to retailer introductions, distribution strategy, and ongoing promotional support.’

By consolidating these functions, NPI helps brands reduce complexity, avoid costly missteps, and accelerate time to market. The company has worked with numerous international brands and high-profile personalities, including Steven Seagal, Hulk Hogan, Chuck Liddell, Ronnie Coleman, and Bob Wall. Gould’s experience also includes work with major consumer brands such as Igloo, Rubbermaid, Sunbeam, and Miracle-Gro.

Gould reflected on his experience helping brands navigate the early development of Amazon’s nutrition category. ‘When Amazon’s nutrition category was still developing, there was no roadmap,’ he said. ‘Brands had to learn how to compete in a completely new environment built around visibility, trust, reviews, and momentum. Those lessons still apply today.’

As international brands continue to look to the United States for growth opportunities, NPI remains focused on helping them navigate the complexities of market entry through its proven Evolution of Distribution platform. The implications for these brands are significant: without a strategic partner like NPI, many may struggle to overcome the regulatory, logistical, and retail hurdles that define the U.S. market.

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