In conversation with
LAKRIDS BY BÜLOW

LAKRIDS BY BÜLOW was founded in Denmark in 2007 with a clear mission: to redefine liquorice as an irresistible gourmet experience. Rooted in Danish craftsmanship and guided by our commitment as a certified B Corporation, we expanded to Amazon Germany in 2020. In this way, we are making our chocolate-coated and pure liquorice varieties available to an even larger audience, beyond specialist retailers and our own online shop.

Our operations in the United States are conducted through our own US-based subsidiary. It is strategically managed by our headquarters in Copenhagen. All products are made in our Danish factory and delivered to a trusted 3PL partner on the east coast. From there, both the daily processing of MFN orders and the replenishment of the FBA warehouses take place. In this way, we ensure that our customers in the USA experience the same premium quality and reliability as in Europe.

We identified our sales tax obligations early on and established standard processes in collaboration with specialist consultants, using suitable tools. While marketplace facilitator rules provide support, we maintain our own strict compliance governance to ensure full transparency and reliability. To do this, we use TaxJar as a central tool for sales tax compliance in the USA. TaxJar automates the calculation, reporting and payment of sales taxes across the various states and integrates directly with Amazon Seller Central. This allows us to ensure that the correct tax rates are applied in real time, reports are created automatically and that our statements are seamlessly integrated into compliance processes.

We only list fully compliant products and work closely with our logistics and compliance partners to meet all US requirements for confectionary – from labelling and allergens to import regulations – always in line with Amazon's guidelines.

We use Seller Central for manual setup as well as for A+ content and our brand store. In addition, we integrate our product data via our PIM (Product Information Management System) sales layer via SP API and continuously optimise using Amazon Brand Analytics.

We create our content in English and consistently ensure a clear brand presence. Through continuous optimisation based on search terms, conversion KPIs and customer reviews, we make sure that our communication remains effective. A+ modules and uniform visual guidelines always ensure a premium presentation.

Our products are manufactured in Copenhagen and shipped to our trusted 3PL partner, Isafold, in the US state of Maine. From there, both direct MFN delivery to our customers and replenishment of FBA warehouses take place. MFN is our backbone for cost control and availability throughout the year, while FBA is used selectively during seasonal peaks. International goods are transported primarily by sea, while delivery to customers across the USA takes place through parcels.

We work with experienced partners for classification, documentation and customs handling. Our logistics service provider ensures seamless compliance along the entire process chain.

Returns from FBA orders are handled directly by Amazon, while MFN returns go to our 3PL partner. As we operate in the food category, return rates are naturally very low. Nevertheless, we constantly monitor the causes to ensure consistently high performance.

We use Sponsored Products all year round to directly address purchase intentions and supplement this with Sponsored Brands to tell our story and present our range of products. We support seasonal highlights such as our LIMITED EDITIONS with targeted campaigns. We manage optimisation using brand analytics, search terms, conversion KPIs and customer reviews. A+ modules and our brand store consistently carry our brand forward.

In the USA, liquorice is often equated with red varieties, while black liquorice and chocolate-coated liquorice are still emerging categories. This is exactly where an exciting opportunity lies for us: consumer education is key and allows us to redefine the taste experience. Our pure liquorice ties directly into existing searches for “liquorice candy” and achieves strong results. When it comes to chocolate-coated liquorice, we start with our bestsellers, which are immediately popular, and then steadily expand the range. Our advent calendar also performs well, although the category is less established than in our Scandinavian home markets.

We start with our bestsellers and pure liquorice to optimally cover existing searches. Building on this, we gradually expand the product range – guided by performance data, customer feedback and targeted seasonal additions.

Amazon.com is becoming one of our most important e-commerce channels – supported by an expanded product range, even stronger content and even better logistics.

We start with the favourites that have proven effective all over the world. MFN forms the backbone, FBA is added at peak times. Listings are optimised for search visibility, customer reviews serve as a continuous source of learning, and topics such as compliance, taxes and logistics are set up professionally at an early stage. On this basis, we scale steadily, guided by data every step of the way.