Here are the 2025 brand winners and losers of tariffs

This story was first published by Digiday sibling Modern Retail.

Tariffs completely upended the retail industry in 2025 — and no company was left unscathed.

Last year, tariffs kicked in at their highest rate since the Great Depression, with the United States’ effective tariff rate hitting above 17% in August. The beginning of the year started with chaos, as, seemingly every week, there was an announcement of some new tariff that would be levied against China or Mexico or Canada.

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