The U.S President, Donald Trump intention to raise tariffs on Chinese goods, has prompted the management at California-based NewAir Appliances to do something or their business would be in trouble.
The importer of beer fridges, ice makers and other household devices sourced from China had tackled 10% tariffs imposed last year by seeking to cut costs and negotiating with big box retailers to raise some prices.
But the jump to 25% tariffs presented a much bigger challenge.
The company created a more radical plan which resulted in an ambitious overhaul of its product offerings with 50-60 new or revamped goods set to come on the market this year.
This move allows the company to hit the reset button on pricing as their costs leap.
Many importers of goods from China have to make difficult business decisions as they reel from the impact of U.S. tariffs on $250 billion of Chinese goods.