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Top 5 Country of Origin Mistakes
Common Country of Origin Mistakes and How to Avoid Them. Plus why there's a spike in container prices, we want to know how you feel about your 3pl, and How Beyond Yoga scaled from bootstrapping to a $400M acquisition.
Sourcify
June 10, 2025
Common Country of Origin Mistakes and How to Avoid Them
Country of Origin (COO) might seem like a box to check on customs paperwork — but missteps here can cost brands time, money, and credibility with regulators. With tariffs, labeling rules, and international regulations all hinging on COO, even small mistakes can lead to big headaches.
Assuming COO = Where Most Work Is Done
Relying on the Factory’s Word
Mislabeling Products
Overlooking HTS and COO Interactions
Ignoring Trade Program Requirements
International Container Shipping Rates
Container shipping rates have surged—Drewry’s WCI is up 70% in four weeks—driven by a sudden rebound in US-bound demand after Trump’s tariff pause, reversing earlier declines but likely to remain volatile amid legal and capacity uncertainties.
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Ecommerce on Tap
This isn’t just another “leggings brand” story. It’s about two founders, who saw a glaring need for inclusivity and authenticity in activewear long before “athleisure” and “body positivity” were mainstream. They bucked trends, focused on what matters, and built a brand that truly resonated. Here are my top takeaways:
🔑 3 Key Takeaways:
Bootstrapping CAN Scale: Beyond Yoga bootstrapped from the ground up—no outside VC money, just relentless dedication. Their first year saw $1M in sales, and years later they exited for $400M. “Being bootstrapped doesn’t mean slow or small,” as Nathan put it.
Values-Driven Differentiation Wins: At a time when most activewear targeted a narrow body ideal, Beyond Yoga doubled down on real inclusivity—offering sizes XXS to 3XL and championing body positivity. Their product and brand ethos connected with a wide, underserved audience.
Strategic, Grassroots Growth Pays Off: They built community and traction with a hands-on, studio-driven approach instead of massive ad spends—letting product quality and authentic advocacy do the work. Even today, 95% of production is still in LA, and growth remains intentional.
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