Customer Story

How Avery Row Mastered Compliance for a Seamless US Expansion

From UK roots to US expansion, Avery Row’s journey to effortless compliance with EdgeComply.

"We needed a competent and pragmatic partner for our US expansion, and EdgeComply's service was just what we were looking for!"

"We needed a competent and pragmatic partner for our US expansion, and EdgeComply's service was just what we were looking for!"

Helen Wetz, Co-Founder & CEO, Avery Row

Product Categories

Product Categories

Baby & Toddler Nursery Textiles

Baby & Toddler Nursery Textiles

Company Stage

Company Stage

SMB
SMB

Services Used

Services Used

Compliance Implementation EU Representation (EU-AR)

Compliance Implementation EU Representation (EU-AR)

Regions Covered

Regions Covered

🇺🇸 United States 🇪🇺 European Union

🇺🇸 United States 🇪🇺 European Union

About

About

Avery Row is a British brand with a Scandinavian twist, specialising in organic, natural textiles and accessories for babies and parents. Their thoughtful designs celebrate sustainability, combining vintage and modern aesthetics inspired by British landscapes. With a deep commitment to environmental responsibility, Avery Row creates timeless products that parents and little ones cherish.

Avery Row is a British brand with a Scandinavian twist, specialising in organic, natural textiles and accessories for babies and parents. Their thoughtful designs celebrate sustainability, combining vintage and modern aesthetics inspired by British landscapes. With a deep commitment to environmental responsibility, Avery Row creates timeless products that parents and little ones cherish.

The Challenge

Navigating the US Product Compliance Labyrinth

Avery Row had their sights set on the US—a crucial growth market for their high-quality baby products. But venturing into the US meant facing a regulatory landscape that was as daunting as it was strict.

Baby and toddler products are under intense scrutiny of the Consumer Product Safety Commission (CPSC). From small parts testing to lead content regulations, any oversight could lead to substantial financial and reputational damage. The stakes were even higher given the dual focus on consumers and professional buyers, the latter demanding absolute confidence in compliance for retail partnerships.

Adding to the complexity, Avery Row’s reliance on suppliers for testing documentation had previously led to challenges, such as incomplete or outdated certificates. Their product team struggled to decipher the exact requirements for testing organic materials, natural dyes, and diverse product types. Without a unified compliance strategy, their lean team was stretched thin trying to address regulatory demands across the US, EU, Canada, and beyond.

As the deadline for US expansion approached, Avery Row knew they needed a partner to take the compliance reins and clear their path forward.


The Solution

Expertise, Efficiency, and Peace of Mind

That’s where EdgeComply came in. From the start, Avery Row was matched with a dedicated product compliance specialist and a project manager, ensuring the process would be as smooth as their beloved textiles.

The EdgeComply team kicked off by analyzing Avery Row’s product details, offering a tailored overview of all US compliance obligations within two weeks to demystify the complex regulations for Avery Row’s team. The process uncovered key requirements, including compliance with CPSIA for lead and phthalate safety, mandatory tracking labels, and the infamous California Proposition 65. Every step of the way, EdgeComply prioritized both accuracy and efficiency.

Sorting out compliance requirements wasn’t without its puzzles. The EdgeComply team tackled some tricky questions along the way, like:

  • Did muslin swaddles require small parts testing under 16 CFR Part 1501?

  • Were natural fibers exempt from lead testing per 16 CFR § 1500.91?

  • How should mats be evaluated under flammability standards?

EdgeComply helped navigate these questions, proposing a comprehensive testing plan that avoided redundancy. Instead of testing every material in every color—a costly and inefficient process—they employed compound testing, significantly reducing the burden on Avery Row’s resources.

Beyond testing, EdgeComply streamlined the labeling process by providing templates customized to US standards. Their team worked collaboratively with Avery Row’s design team to finalize the labels, ensuring they were both compliant and aligned with the brand’s aesthetic.

EdgeComply also handled lab test coordination, working directly with suppliers to arrange sample shipments. This minimized strain on Avery Row’s product team, allowing them to focus on their core business. Finally, all compliance documentation was compiled into a neatly organized, audit-ready folder—proof of Avery Row’s readiness for market entry.

While the primary focus was the US, Avery Row also needed a European Authorized Representative (EU-AR) following the introduction of the General Product Safety Regulation (GPSR) in December 2024. EdgeComply stepped in as their representative, ensuring seamless EU market access alongside their US compliance efforts.


The Result

Confidence in Compliance, Freedom to Grow

Avery Row’s partnership with EdgeComply turned a daunting regulatory challenge into a smooth, successful expansion:

  • US Compliance Achieved: Avery Row met all necessary US regulatory requirements ahead of their 2025 launch, ensuring their products were market-ready for consumers and retailers alike.

  • Comprehensive, Audit-Ready Documentation: All compliance materials are now organized and readily accessible, simplifying interactions with market authorities and retail partners.

  • EU Access Secured: With EdgeComply as their European Authorized Representative, Avery Row navigated GPSR requirements with ease, unlocking continued growth in the EU.

With compliance concerns firmly off their plate, Avery Row is now free to focus on their core mission: designing thoughtful, sustainable products that delight parents and their little ones around the world.

Speak to Jonas to discuss how we can help you.

Ready to close compliance gaps?

Speak to Jonas to discuss how we can help you.

Ready to close compliance gaps?

Speak to Jonas to discuss how we can help you.

Ready to close compliance gaps?

Product compliance done for you.

United Kingdom

2 Appleby Yard

Building A2

London SE10 0BJ

United States

NextSpace

101 Cooper St

Santa Cruz, CA 95060

hello@edgecomply.com

© 2025 EdgeComply Ltd. “EdgeComply” and the EdgeComply logo are registered trademarks of the company. EdgeComply is a Milio company.
Registered in England & Wales, Company Number 15935592.

Product compliance done for you.

United Kingdom

2 Appleby Yard

Building A2

London SE10 0BJ

United States

NextSpace

101 Cooper St

Santa Cruz, CA 95060

hello@edgecomply.com

© 2025 EdgeComply Ltd. “EdgeComply” and the EdgeComply logo are registered trademarks of the company. EdgeComply is a Milio company.
Registered in England & Wales, Company Number 15935592.

Product compliance done for you.

United Kingdom

2 Appleby Yard

Building A2

London SE10 0BJ

United States

NextSpace

101 Cooper St

Santa Cruz, CA 95060

hello@edgecomply.com

© 2025 EdgeComply Ltd. “EdgeComply” and the EdgeComply logo are registered trademarks of the company. EdgeComply is a Milio company.
Registered in England & Wales, Company Number 15935592.