Outdoor childrenswear brand Polarn O. Pyret (PO.P) is to close its franchise in the US because of tariffs.

Franchise owner, Jennifer Athanason, has said she received her last consignment of PO.P products in April and will cease trading at the end of 2025. She said the Stockholm-based parent company had agreed with the decision.

Ms Athanson said the brand’s collections were popular with parents and children in the US, but that the tariff policies that have come into effect in the course of this year are likely to add hundreds of thousands of dollars to her costs, leading her to conclude that the business model was no longer sustainable.

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