The United States remains one of the most important markets for Made in Italy: food and wine, fashion, furniture, machinery, pharmaceuticals. Over the last two years, however, selling in America has become more complex. Tariffs, changing rules and local competition are pushing many companies towards a precise question: should we keep exporting from Italy, or is it time to be present directly in the US?
For those who choose the second path, 2026 brings an additional tool. SIMEST has launched the so-called US Measure, designed to support Italian companies' investments in the American market. In this article we explain what it is, who it is for and how we use it within an internationalisation project.
What the US Measure is
According to SIMEST's half-year report of July 2026, the US Measure provides 200 million euros in subsidised loans and 100 million euros for equity investments in subsidiaries based in the United States. Two different levers, then, answering two different needs:
- the subsidised loan, on more favourable terms than ordinary credit, to support the costs of the expansion project;
- the equity stake, through which SIMEST temporarily becomes a minority shareholder in the American company, strengthening its financial structure.
Requirements, maximum amounts, duration and operating conditions are set out in the official documents of the measure and may be updated. Before setting up any project we always check them against SIMEST sources, so as not to build a plan on rules that no longer apply.
Why it makes sense today
The trade agreement between the European Union and the United States, known as the Turnberry agreement, set a 15% tariff ceiling on most European goods exported to the US. It is a more predictable framework than the months of threatened higher tariffs, but it is still a cost that weighs on margins, especially for mid-range products.
Having a direct presence in the United States, whether a sales subsidiary, a warehouse, a representative office or a small production unit, can help to:
- shorten delivery times and serve distributors and end customers better;
- manage the retail price and the relationship with large retailers directly;
- build a recognisable brand in the market, instead of depending on a single importer;
- in some sectors, reduce tariff exposure by moving some final processing stages on site.
It is not a choice for everyone. But for a company that already has turnover in the US or a solid plan, the US Measure makes the investment more sustainable.
Before investing: the questions we ask
Our work does not start from the funding application, but from the project. With every company we begin with a few concrete questions:
How much is the American market worth to you today?
We analyse current US turnover, the channels used and the real margin after tariffs, logistics and intermediaries' commissions.
Which form of presence is most suitable?
A subsidiary brings fixed costs, tax and corporate obligations, and staff management. Sometimes the right answer is a strong distribution partner; at other times it is an LLC with a warehouse. We assess the alternatives with figures in hand.
In which State?
The United States is not a single market: taxation, logistics and demand vary greatly between the East Coast, Texas, Florida or California. The choice of location affects costs and access to customers.
Is the product ready?
Labelling, certifications, FDA requirements for food and cosmetics, technical standards for machinery and electrical goods: we check that the product can be sold without obstacles.
How we support you
Once the strategy is defined, our support covers several fronts:
- Business plan for the American market, with realistic revenue and cost projections.
- Eligibility check for the US Measure and other compatible SIMEST instruments.
- Application preparation and dialogue with the bodies involved.
- Coordination with local professionals (lawyers, accountants, logistics) to set up and launch the company.
- Business development: finding distributors, sector trade fairs, online presence.
- Monitoring and reporting so you don't lose the benefits obtained.
A mistake to avoid
The biggest risk we see is opening a company in the United States "because the money is there", without a sales plan. A structure abroad has fixed costs to be covered every month. The subsidised loan helps you get started, but it is customers who keep the project alive. That is why we always work on the market first and on finance second.
Let's talk
If you are considering strengthening your presence in the United States, at Di Stasi Group we can help you understand whether the US Measure is right for you and build a project that stands on its own even after the financing. Get in touch for an initial analysis of your situation.