Worried About Tariffs? How Water Filtration Distributors Can Seize the Moment and Unlock Growth

Richard Gibbon, VP of Sales at Borg & Overström, shares how your office coffee service business can thrive—even in tricky economic waters.

While everyone does not want to consider the implications of tariffs on their business, it will affect everyone one way or another. We sat down with Richard Gibbon, VP of Sales at Borg & Overström, who talks about how tariffs are actually a great opportunity to stand apart from other operators.

This interview has been condensed for brevity.

Richard – thanks for your time today!

No problem at all. Happy to chat about everything Borg & Overström can do.

You mentioned an uptick in new inquiries recently, while others are a bit spooked by the tariffs. What are the primary factors driving interest in Borg & Overström?

As an independent UK manufacturer, we’re not reliant on far-shore, complex supply chains. What used to work for companies before is no longer working. If they’re not already affected, they’re considering what might be coming their way. Smart companies are looking ahead to prepare. Lead times and additional costs are some of their primary concerns and why they’re looking to us.

Some countries are facing an additional country-specific rate on top of the 10% baseline tariff. How does Borg & Overström’s tariff exposure compare to competitors facing higher reciprocal tariffs, and what strategies are in place to leverage this advantage in pricing for U.S. distributors?

Borg & Overström is not exposed to the larger tariffs placed on other countries’ products from China, for instance. Our prices are unchanged because we are an independent manufacturer, so we’re not subjected to additional fees. Our import tariff is low compared to most competitors.

That’s wonderful. Along those lines, Dan Lyon, Founder and Managing Director of Borg & Overström, described the current market conditions as a “fantastic opportunity” for investment. Could you elaborate on the specific benefits and strategic advantages that early adoption of your products offers to new partners, especially in light of recent supply chain enhancements and tariff adjustments?

Because we’re independent from the EU, we have greater control over our supply chain. Again, as an independent manufacturer and nearshored approach, our products are built with stability in mind. Instead of one tariff causing chaos, we are able to stay the course without costing consumers more money. Consumers are gravitating towards stability, which Borg & Overström offer. Investing in a stable partner with a stable supply chain is worth it’s money in gold.

For U.S. distributors and end-users alike, it sounds like distributors can get high-end products without worrying about a huge price increase.

Exactly. With only a 10% import tariff, costs are stable and minimal. In fact, we have not experienced any challenges with our supply chain and tariffs.

That’s amazing. It seems like most companies have been immediately affected.

We’re very grateful that we’ve always focused on the long game, which is quality over quantity. We specifically moved towards a nearshored approach in the last five years. We did this to protect ourselves and our customers from any global trade challenges as much as possible. As a result, Borg & Overström is insulated from many of the current tariff issues. We want our customers to get consistent service, reliable availability so delivery timelines aren’t disrupted, and quality water filtration choices.

Do you have any examples of successful installations in the USA?

Over the past 3–6 months, we’ve completed several successful installations across the USA, including multiple T3 MonoFit® and T1 taps in mid to high-end breakrooms throughout Los Angeles, Dallas, Toronto, New York, Philadelphia, Chicago, and Georgia.

How easy is it to get Borg & Overström into a breakroom? What’s the process?

It’s very simple. We sell directly to distributors, so if you’re an end user, such as an HR representative, you’ll need to connect with one of our distributors. All of our distributors have been trained to utilize our water systems. If you’re interested in partnering with us, you just need to:

Book a meeting in the showroom

Train with our expert team (remotely is not a problem)

Start using our water filtration systems with the support of our sales team

Can U.S. operators be up and running quite quickly?

Yes. It’s part of what’s drawing people to us. Your dedicated account manager will take you through the process, which we can make as quick as needed. Our job is to ensure your team is fully trained across modular systems. Thankfully, it’s easy with our plug-and-play technology and on-hand technical support.

With the landscape of global trade policies continually evolving, what proactive strategies is Borg & Overström implementing to sustain and enhance its competitive edge?

We’re committed to maintaining our independence as a trade-only manufacturer with our own in-house R&D team. We are not dependent on products made in the Far East, which means local tariffs do not affect distributors with big jumps in costs or fear that their delivery timeline was upended.

Any insights or advancements that will add value to distributors and end-users?

Modular range means efficiency in parts stocking, servicing, and training. Our distributors are very thankful to save them time and money—and frankly, the headache that many other distributors are causing them. We’ve received consistent feedback from partners who appreciate how much simpler we make their operations.

We’re also closely watching the growing trend of functional and flavored water in workplaces as consumers continue to seek premium hydration options. This shift in demand represents a promising opportunity to expand and enhance our portfolio in the future.

Richard, thank you so much for your time!

Absolutely. We’re happy to support our distributors. Once they join Borg & Overström, they don’t want to leave.

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