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Interview with Sgarlata Home
“We already had experience in EU marketplaces. Selling in the UK was a natural progression for us and Amazon provided the visibility and infrastructure we needed to expand.”
Ettore Sgarlata
Head of Online Sales at Sgarlata Home
Sgarlata Home is an Amazon selling partner based in Italy with a wealth of experience. It has been selling on amazon.it since 2017 and decided to expand into the UK in the same year.
Tell us about your business: how did the partnership with Amazon in the UK begin?
Our business started in the '60s, when our parents opened a store. In 1983, my sister and I took over running the business. With the gradual decline of in-store sales, we began to explore online opportunities and our business has been steadily growing ever since.
On 31 December 2024, we permanently closed our physical shop and switched entirely to online sales, which are now easier to manage. We started selling on Amazon UK between 2017 and 2018, when the UK was still part of the EU, through the Pan-European Programme. After Brexit, we adapted by starting to ship directly to the UK.
On 31 December 2024, we permanently closed our physical shop and switched entirely to online sales, which are now easier to manage. We started selling on Amazon UK between 2017 and 2018, when the UK was still part of the EU, through the Pan-European Programme. After Brexit, we adapted by starting to ship directly to the UK.
At what point in your expansion journey did you decide to enter the UK market and why? Had you already sold in other countries?
We already had experience in EU marketplaces, so selling in the UK was a natural progression. We started when the UK was still part of the EU, and after Brexit, we adapted by shipping directly to Amazon warehouses in the UK to avoid any disruption to sales.
We wanted to bring our Italian-made products to a wider audience, particularly our premium items. We work in the textile sector and some products have been very successful abroad. Amazon has provided us with the visibility and infrastructure we need to expand into new markets.
How is your business structured in the UK? How do you manage VAT and taxes: did you rely on Amazon's VAT Services or a third party?
We use our Italian company's tax details, without having a local entity in the UK. We rely on AVASK for customs clearance, while for VAT and tax management we use Taxually, which we chose for its competitive costs and ability to cover multiple countries.
How do you manage inbound logistics? Do you rely on Amazon's Shipping and Customs Services for the UK?
We purchase the fabrics and process them in our workshop. Once ready, the products are taken to our warehouse and shipped directly to the UK from there. We rely on Amazon for shipping and customs clearance, while for customs matters we work with AVASK, who have always provided us with excellent support and prevented any problems. We use UPS for shipping through the Amazon Delivery Service Partner programme and we are very satisfied with how the entire process works.
What tools or software do you use to create and manage your listings in the UK? How do you handle translation and content quality?
One of our staff members manages everything manually. We work with a limited number of listings, so we feel there is no need to use automated software.
We use Amazon's machine translations via the Build International Listings tool, then review or edit the content manually as needed.
We use Amazon's machine translations via the Build International Listings tool, then review or edit the content manually as needed.
What is your strategy for advertising and for promoting your brand? What are the main tools you use?
To promote both our brand and individual products, we run advertising campaigns in all the Amazon marketplaces where we are present. Our strategy is dynamic and follows seasonal trends: for example, we increase our investment during winter or festive periods for items that are in high demand, such as dressing gowns and bedspreads. Seasonal pop-up messages are also very effective tools during these periods.
Have you noticed a significant difference between European and UK customers?
Not much. UK customers tend to spend a lot and really appreciate our Italian-made products. Overall, customers appreciate the high quality. Although the rising cost of living affects price perception, I think it's more about cultural differences: there is a clear preference for comfort and quality.
How do you decide which selection of products to offer in the UK?
It was a gradual process. We've experimented and tested different products and, over time, we've figured out what works best. Today, we focus on items with strong potential in the UK market and with less competition, always keeping quality as our top priority. Owning the brand gives us a clear competitive advantage in decisions of this type.
How long did it take for your business to become profitable? Do you have any tips to share?
We have reduced the range of generic products and focused on niche items. For example, our men's and women's dressing gowns are unique and can't be found anywhere else, which sets us apart from the competition. In addition, by manufacturing everything in-house, we can offer competitive prices without compromising margins. Pricing is crucial: we need to position ourselves to sell in a sustainable way.
Since 2017, our business has become progressively more profitable. Perseverance was the key. We believed in our products and focused on unique, high-quality items.
How do you see your business on Amazon in the UK evolving over the next 12 months?
Over the next 12 months, our goal is to further expand our brand presence and reach a wider audience. By the end of 2026, we expect solid growth, both for our most successful products that are already on the market and for a new line of more affordable items that we plan to launch. As brand owners, we want to focus more and more on developing our brand, rather than reselling other brands’ products.
What advice would you give to selling partners who are starting to expand into the UK?
The UK is a rewarding market, but it requires consistency and flexibility. Even if you don't see results right away, with the right strategy, you can steadily grow. Focus on high-quality products with little competition and position them carefully, both in terms of brand and price.
With a clear plan and lots of perseverance, success in the UK can be easily attained.
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