Market entry work with a defined purpose and confident direction.
Houston Well’s projects help American businesses make informed decisions about European expansion and take practical steps towards a new market.
UK Market Launch
Eight Sleep launched UK availability for its Pod Pro Cover in October 2021.
The Pod Pro Cover was offered in UK Double and UK King sizes, with UK Super King planned for later. Delivery covered Great Britain and Northern Ireland, with shipping, duties and returns offered free. Customers also received a 30-night trial.
The launch marked Eight Sleep’s entry into the UK market, making its sleep technology available directly to customers across the country.
European Battery Recycling Expansion
Redwood Materials acquired Redux Recycling in September 2023, extending its European footprint through battery recycling.
Redux operated a facility in Bremerhaven, Germany, with annual processing capacity of 10,000 tons. Site operations covered EV and e-bike batteries, stationary storage systems, and consumer electronics.
The acquisition brought around 70 technical staff into Redwood’s European team, including chemical engineers, metallurgists, and material scientists. The Bremerhaven facility also offered capacity to transport, recycle, and refine batteries from across Europe.
The transaction followed Redwood’s earlier acquisition of a UK recycling technology company and represented a further step in its European expansion.
European Headquarters
Locus Robotics opened its European headquarters in Amsterdam in October 2021.
The new site was established to support existing EU and UK customers and develop further opportunities across European warehouse fulfilment and distribution.
The facility also became a base for assembling and servicing autonomous mobile robots for European customers, supporting deployment and ongoing service requirements.
The location provided access to Amsterdam’s talent pool while placing operations closer to customers across Europe. At launch, Locus said its robots had surpassed half a billion picks and were processing nearly 2 million items each day.
Pro bono work for environmental and nature-focused NGOs.
Houston Well periodically provides pro bono market-entry support to NGOs working in the environmental and nature space.
These organizations may be looking to enter a new country or understand whether a particular market is suitable for their work. Our contribution applies the same practical market-entry perspective used in commercial assignments.
The scope of each project is agreed in advance and reflects where our experience can be useful. It may involve market assessment or support with identifying relevant local organizations.
We select projects carefully, with attention to the organization’s purpose and the potential value of cross-border support.
In 2020, US-based nonprofit Plastic Oceans International expanded into Europe with the launch of Plastic Oceans Europe in Barcelona. The organization works to reduce plastic pollution by helping communities and institutions understand the systems behind waste, then support the transition towards a circular economy.
In 2021, US-based Clean Air Task Force launched European operations, with Brussels becoming a focal point for its work on EU climate policy. The organization advocates for measures that reduce methane emissions and support industrial decarbonization, alongside the wider development of zero-carbon energy systems.
Every market-entry project starts somewhere different. Your business may be comparing countries, assessing demand or looking for the right local route into a priority market.
Houston Well provides focused support for the decision you need to make now, with work that remains connected to the commercial realities of the European market in question.