Last reviewed: Sep 15, 2026
Direct importing wins the price comparison on almost every quotation. It loses less often than buyers expect once the shipment arrives in three months, duty has been paid on the wrong mix, and the two models that were supposed to sell have not.
The five lines that decide it
A fair comparison puts these on the same page, per unit:
| Line | Direct import | Domestic stockist |
|---|---|---|
| Unit price | Lowest | Higher |
| Freight and duty | Paid by the buyer, on the whole container | Embedded in the price |
| Capital tied up | Paid 30–90 days before sale | Paid on delivery |
| Forecast risk | Borne by the buyer | Shared or avoided |
| Reorder flexibility | One container, one date | By the pallet, as needed |
The forecast is where the money goes
A container forces a commitment to a mix. If a model underperforms by twenty percent, the buyer is holding inventory that will be discounted, and discounting a lamp by twenty points to clear it costs more than the entire price difference on the other models.
Capital has a price
Money paid in March to sell in June has a carrying cost, and it is not zero. Add the interest, the storage, and the share of the warehouse that a container occupies, and a good part of the unit-price advantage disappears before any lamp has been sold.
When direct importing wins clearly
Three conditions, and they are specific:
- A model with proven demand over more than one season, where reorder certainty is high
- A private-label programme where the packaging and the finish are yours and cannot be bought domestically
- A price point where the margin simply does not exist unless the landed cost is minimised
A hybrid that most buyers land on
Import the core models and keep a domestic source for the tail. The core carries the margin, the tail absorbs the demand you did not forecast, and the assortment is never out of stock during the weeks when a container is on the water.
Related reading
Frequently asked questions
When does US warehousing beat direct import for lamps
US stock makes sense when you need fast replenishment, lower per-shipment freight through consolidation, or the ability to promise short lead times to retailers. Direct import wins on unit cost for steady, forecastable volume but ties up cash in transit and at the port.
Is holding US stock more expensive
It carries storage and capital cost, but it can cut expedited freight and lost sales from stockouts. The break-even depends on your turn rate and how much a missed delivery costs your customer relationship.
Can I do both
Yes. Many buyers direct-import the steady base volume and keep a smaller domestic buffer for fast movers and replacements. That hybrid smooths lead-time risk without paying to warehouse the whole assortment.
Sourcing lamps for your business?
We stock the Anrotix range in the United States — complete with LED bulbs and accessories — and supply from 10 units, mixed across SKUs.
Request wholesale pricingRelated product: Anrotix US stock and wholesale terms — stock already imported and duty paid, dispatched in one business day
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