In this episode of The New Warehouse Podcast, Kevin chats with Ken Byrne, Founder of RedSky Europe. Based in Ireland, RedSky supports global brands navigating European eCommerce fulfillment. Byrne shares how his background as an eCommerce brand owner shaped RedSky’s approach to technology, scalability, and brand understanding.

The conversation explores cross-border and European ecommerce fulfillment, the impact of Brexit, the realities of automation, and why Ireland is becoming a viable alternative to traditional European hubs. Byrne also explains how RedSky helps beauty brands expand into Europe while managing VAT, compliance, and operational complexity.

Building European eCommerce Fulfillment from Firsthand Experience

RedSky was born from Byrne’s frustration as an eCommerce operator. Before launching the company, he sold products in the U.S., Canada, and Japan, which gave him direct exposure to more mature fulfillment models. As he explains, “From traveling over to the US, I got exposed to the 3PLs over there. The mentality around them, the advancements in technology, the way they use technology to support it. And I just felt we didn’t have anything like that over here.” That gap became the foundation for RedSky’s approach.

Byrne contrasts that experience with much of Europe’s legacy 3PL landscape, noting that “a lot of companies that are in the 3PL space here, they may have started off as a packaging or printing company or a haulage and freight company,” which often limited their ability to support fast-growing eCommerce brands fully.

Today, RedSky applies a brand-first mindset to European eCommerce fulfillment, shipping daily across the EU, the UK, and the U.S. while focusing on scale, transparency, and operational alignment.

Navigating Complexity, Brexit, and Operational Reality

European eCommerce fulfillment introduces complexities that many global brands underestimate, particularly in customs, tariffs, and cross-border planning. Brexit magnified those challenges almost overnight. Byrne reflects on the disruption, explaining that “I don’t think anyone understood how massive that was… overnight, now everything has customs, tariffs on it, and has to be processed and has to be logged.” Even basic execution stalled during the transition, as he recalls moments when “people [were] saying, ‘I wish I could just get a DHL label.’”

While technology helped stabilize operations, preparedness mattered just as much. RedSky leaned into systems that gave brands visibility and control during uncertainty. According to Byrne, “we just wanted a system that gave the clients the access into inventory, reporting, dashboards, abilities to place orders. And all of our clients absolutely love us.” That access proved critical for brands trying to plan inventory amid shifting trade rules and unpredictable tariffs.

Automation, Beauty Brands, and Why Ireland Is Gaining Ground

Automation remains a frequent topic in fulfillment conversations, but Byrne takes a practical view. He emphasizes that “when you think of automation, you really need to think of the categories you serve and how is the automation suit to that categories.” In beauty fulfillment, that often means focusing less on robotic picking and more on high-speed packing. As Byrne explains, “you need the automation at the other end of it, at the packing end of it, where you can have some automatic polybag machines that will pack like 1200 orders an hour and put a label on them.”

Beyond automation, RedSky has built a full-service model to help beauty brands enter Europe without juggling multiple vendors. Byrne points out that “Europe can be quite complex because you have 27 countries here. Different languages, cultures, different buying habits… lot regulatory, complexity,” which is why RedSky supports freight, VAT management, compliance, and Responsible Person services under one roof.

As courier networks strengthen and service levels improve, Ireland is gaining traction as a fulfillment hub. Byrne notes that “we’ve had a number of clients that have left Netherlands and came to us… they just feel that they get lost in the brand understanding there.”

Key Takeaways

• RedSky was founded in 2019 after firsthand exposure to U.S. 3PL technology and execution.
• European eCommerce fulfillment requires a market-specific strategy, not blanket coverage.
• Brexit introduced customs complexity that many carriers were unprepared for
• Inventory visibility and reporting are essential during tariff and planning uncertainty.
• Automation only delivers value when aligned with product and order profiles.
• Beauty brands entering Europe must address VAT, compliance, and regulatory roles.
• Ireland is emerging as a viable fulfillment alternative as courier networks strengthen.