International expansion? It’s time for the reality check
This blog was written as part of the 2025 Birmingham Economic Review, an annual report produced by University of Birmingham/City-REDI in partnership with the Greater Birmingham Chambers of Commerce. Read the full report.
By Lis Lewis-Jones, CEO, Liquid
Growing a business outside of the UK can be incredibly rewarding, both professionally and personally. It can help to broaden horizons, grow your skill set and provide a completely different economy in which to operate in.
As with all business growth decisions, it’s worth contemplating the reasons to grow internationally. There must be a strong business case to take the leap, and as with any investment, international expansion needs to give you a point of difference, not just a new market. Carrots, such as a flourishing economy, skilled labour, a more progressive tax system are all good reasons to look to expand abroad.
Similarly, a stagnant home economy and challenging environment means that for many, trading overseas is becoming increasingly attractive and a lifeline to help combat rising product and staffing costs and reduced spend.
Making the leap and investing overseas is not for the fainthearted. It will take twice as long, and cost twice as much as first planned. Incorporating the company is the easy part, obtaining bank accounts takes considerably longer. Expect online systems that won’t recognise UK phone numbers and even UK certified documents.
But persevere, it’s worth it in the long term.
There’s considerable help available. Start with your Chamber and their global division. For the Greater Birmingham Chambers of Commerce, speak to the impressive Jayne Hume, she has a little black book and connections to help. Next, try the Department for Business & Trade.
They have international Trade Advisors who will hold your hand, literally, as you start your international journey. Need contacts – they can help. Need market research – just ask. Need support in a new market – the DBT can help open doors.
At Liquid, we made the leap to the other side of the world in February 2023, setting up an office in Brisbane. In 2025, we opened our second office in Melbourne.
With our similar cultures, language, legal system, professional outlook, even sense of humour, Australia provides a welcoming overseas market. It’s not just about the Free Trade Agreement, the Australian ‘can-do’ attitude couldn’t be more supportive.
Need a base when you land, then speak to the trade and investment bodies established in each state. Need someone in the UK to speak to in your time zone? Not a problem, they all have representatives in London. Need support on navigating superannuation, the tax system and employment laws? Then just ask. Need to know who to talk to about Visas? They’ll give you a list.
Expanding overseas always sounds glamorous, but the reality is that when you’re operating on the other side of the world, you are operating 24/7. You’ll be taking calls at night, catching up with the team in the early hours and then starting your UK day. You’ll be juggling currencies, cultures, acronyms and time zones.
Nearly three years on from setting up Liquid Australia, the company is seamlessly global. It has not only opened a new market for us, it has given us a point of difference and an outlook and culture that is now truly international.
