Case Study
Overton (UK) Limited’s Growth in International Markets
How Overton (UK) Limited Overcame International Trade Challenges with Support from Business Lincolnshire
< BackOverton (UK) Limited’s Growth in International Markets
Founded in 1992 by Guy and Richard Overton, Overton (UK) Limited specialises in outdoor cleaning equipment, including electric commercial mowers, tracked mowers, weed rippers, beach cleaners, vacuum litter collectors and street barrows. The company manufactures its vacuum litter collectors and street barrows in Lincoln and supplies them to markets in the UK and internationally.
Expanding internationally has brought great opportunities, but changes to trade regulations following Brexit have also introduced significant challenges. Customs procedures vary across different countries, and there are no set rules that apply consistently. This means each shipment can present new and unexpected obstacles.
Customs Issues in Germany
When Overton shipped a vacuum litter collector to Germany, they encountered an issue at customs that they had never faced before. Despite previously selling the same machines across Europe without any problems, this time customs officials flagged a problem, but they refused to provide a clear reason.
Overton initially attempted to resolve the situation directly, reaching out to German customs for an explanation. However, they were unable to get a definitive answer. Their shipping provider also tried but had no success. With no resolution in sight, the machine was returned to the UK, causing further delays and additional costs.
Determined to find answers, Overton's German customer also contacted customs in Germany, but despite weeks of back-and-forth communication, the response they received was vague and did not offer clear guidance on how to proceed. Looking for further support, Overton reached out to the Department for Business and Trade (DBT), who then referred them to Andrea Collins from The Global Trade Department, working on behalf of Business Lincolnshire.
Expert Trade Support to Resolve the Issue
Andrea worked directly with German customs to get a clear explanation of the problem and what was required to resolve it. After persistent communication, she was able to confirm that customs officials had flagged two issues:
- The machine required an operator’s manual in German, something that had never been requested before, as Overton had always provided manuals in English.
- The serial number plate sticker had become loose at one corner, leading customs to raise concerns about its authenticity.
With this clarification, Overton took swift action. They arranged for the manual to be translated into German and securely re-attached the serial number plate. Andrea submitted the necessary documentation and proof to German customs, who then approved the shipment. The machine was re-sent to the customer in Germany without further issues and is now in full use.
Lessons Learned and Future Trade Confidence
This experience has helped Overton refine its international shipping processes. Going forward, they will ensure that any machines shipped to Germany include a German-language manual to prevent similar customs issues.
Although the situation was frustrating and costly, it highlighted the value of having expert support when dealing with complex international trade regulations.
“We would definitely recommend Business Lincolnshire’s International Trade Support. They were helpful from the beginning, kept us updated throughout, and worked through the problems to find a resolution.”
Clare Watson, Accounts Administrator, Overton (UK) Limited
Business Lincolnshire’s Support for International Trade
Business Lincolnshire, through experts like Andrea Collins, provides fully funded international trade support for businesses looking to expand into global markets. Whether businesses are new to exporting or facing specific challenges with customs, Business Lincolnshire offers guidance on regulations, documentation and finding practical solutions.
For more information about Business Lincolnshire’s international trade support, visit the International Trade Section of their website.
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