Retailers and brands have turned to Vietnam to manufacture goods from sneakers to couches while moving some or all production out of China.

For years, China’s southern neighbor became a popular alternative for companies trying to avoid the crossfire of U.S. trade tensions with Beijing. Now, as President Donald Trump expands his tariff targets, they can no longer steer clear.

Trump said he will put a 46% duty on imports from Vietnam as part of a new wave of global levies announced Wednesday. That could soon raise costs for major corporations in the apparel, furniture and toy space, and some of them may pass those increases to consumers in the form of price hikes. The tariffs on Vietnam take effect on April 9.

China exported more goods to the U.S. than any other country for more than two decades, but Mexico surpassed China as the top source in 2023. China is now the second largest supplier to the U.S., accounting for $438.9 billion worth of goods in 2024, according to government data from the Office of the U.S. Trade Representative.

For companies that have looked to diversify the countries they rely on for production and reduce risks from trade conflicts with China, Vietnam has also become a popular place to go. Imports from Vietnam grew to $136.6 billion in 2024, up about 19% from 2023, according to the Office of the U.S. Trade Representative.

On the other hand, imports from China rose only 2.8% from 2023 to 2024, according to government data. Imports from China dropped about 18% last year when compared to 2022, when the U.S. brought in $536.3 billion in goods from the country.

The duties will hit companies at a time when many consumers have become value-conscious and selective about spending due to persistent inflation and concerns about the economy. While it is unclear now which companies will raise prices due to the tariffs, businesses may be reluctant to shoulder the higher costs as they forecast lackluster spending in the months ahead.

Some household names will feel the pinch from Vietnam tariffs. Nike manufacturers about half of its footwear in China and Vietnam, with about 25% coming from Vietnam. Trump will put a 34% tariff on top of existing 20% duties on imports from China, for an apparent rate of 54%, a White House official told CNBC.

The tariffs would be yet another headwind for the sneaker and athletic apparel giant, which already delivered a disappointing forecast for the current quarter. That guidance, which projects a double-digit percentage sales decline in the three-month period, included the estimated impact from tariffs on imports from China and Mexico.

Expanded tariffs could stall or slow Nike’s efforts to revive its brand and improve sales under its new CEO Elliott Hill, a company veteran who took the helm last fall.

Nike shares dropped more than 6% in extended trading Wednesday. Adidas and other major footwear players also rely heavily on Vietnam.

The two companies did not immediately respond to CNBC’s request for comment.

Nearly a third of footwear imports in the U.S. came from Vietnam in 2023, the most recent full-year data available, according to the Footwear Distributors and Retailers of America, an industry trade group.

Steve Madden, for example, said on an earnings call in early November that it would slash its imports to the U.S. from China by as much as 45% over the next year. The footwear maker made that announcement just days after Trump’s presidential victory, following his campaign trail promises to impose steep tariffs on countries like China.

Yet one of the nations Steve Madden has accelerated its move to is Vietnam, along with Cambodia, Mexico and Brazil, CEO Edward Rosenfeld said at the time on the earnings call.

Vietnam was the second largest country for suppliers of Ugg and Hoka parent company Deckers Brands as of this month. The company has 68 supply chain partners in Vietnam, which is surpassed only by its 125 suppliers in China. Deckers shares dropped nearly 9% in extended trading. The company did not immediately respond to a request for comment.

VF Corporation, which is made up of footwear, apparel and accessories brands including The North Face, Timberland, Vans and Jansport, has a heavy reliance on China and Vietnam, too. About 38% of its suppliers are in China and 17% are in Vietnam, adding up to 55% of exposure across the two countries, according to a manufacturing disclosure from December.

The company’s shares dropped more than 8% in extended trading Wednesday. VF declined to comment, citing its quiet period before its upcoming earnings report.

The furniture industry has also ramped up its reliance on Vietnam.

In 2023, 26.5% of U.S. furniture imports came from the country, close behind the 29% coming from China, according to data from the Home Furnishings Association, a trade group that lobbies on behalf of home goods retailers. The group cited investment banking firm Mann, Armistead & Epperson — one of the furniture industry’s top sources for data.

Taken together, that means about 56% of U.S. furniture imports come from both regions combined.

On an earnings call in February, Wayfair CEO Niraj Shah said the shift to countries outside of China has been “a growing trend” since Trump enacted tariffs during his first administration.

He said places like Cambodia, Indonesia, Thailand, the Philippines and Vietnam “have grown as places where folks have factories and where our goods are coming from.”

Wayfair’s stock plunged about 12% in extended trading. In a statement, Wayfair said it is “closely monitoring the evolving trade landscape.” The company added it is “well-positioned to continue offering customers the best possible combination of value, assortment, and experience.”

Toymakers have also leaned on Vietnam to make more merchandise that’s imported and sold to kids and adults across the U.S. Hasbro, SpinMaster, Mattel and Crayola are among the companies that work with GFT Group, one of the largest toy manufacturers in the Southeast Asia.

In addition to long-established manufacturing facilities in China, GFT currently has five production facilities in northern Vietnam that employ over 15,000 workers.

On a call in early March, Funko Chief Financial Officer Yves LePendeven said the company, which is known for its big-eyed plastic collectibles called Pops, was working hard to control what it could in the year ahead. That includes trying to offset tariffs by “renegotiating factory costs, accelerating our shift in production to other sourcing countries, and implementing pricing adjustments,” he said.

On the call, he said about a third of Funko’s global product purchases come from China. He didn’t name the countries that Funko was moving production to, but it is a customer of GFT Group.

Those toymakers did not immediately respond to CNBC’s requests for comment.

Curtis McGill is the co-founder of Hey Buddy Hey Pal, a toy company that specializes in Easter egg decorating kits. He said he expects the 46% tariffs to raise toy costs in the U.S., but added companies will likely be negotiating with suppliers in Vietnam to try to mitigate those hikes.

“A lot of manufacturers and the actual toy companies have been already having conversations with manufacturing plants having to to help in some regards, because the toy companies are getting pressure to try and maintain prices on this side from the retailers,” McGill said.

For companies, including apparel makers, the new tariff policies have raised questions about whether — and where — to potentially move their manufacturing. Last month, an investor asked American Eagle Outfitters about its exposure to Vietnam on its most recent earnings call.

Chief Financial Officer Michael Mathias said the jeans and apparel brand’s production is similar in Vietnam and China, with “high-teens to 20%” of production in each of those countries. He said the company aims to trim that back to single-digits by the back half of the year.

American Eagle shares dipped more than 5% on Wednesday. The company did not immediately respond to CNBC’s request for comment.

Yet both Mathias and American Eagle CEO Jay Schottenstein said on the company’s last earnings call that it will be crucial to stay flexible, while waiting to see how tariffs would play out and which countries would be targeted.

Schottenstein referred to eight years ago during the first Trump administration, when American Eagle also faced challenges and had to figure out a new plan.

Schottenstein said there’s another shift coming, but “nobody knows what the story is yet.”

“I wouldn’t be rushing,” he said. “You go rush, where am I rushing to? I don’t know where I’m rushing to.”

Peter Baum is the chief financial officer and chief operation officer of Baum Essex, a New York-based manufacturer with licenses to make products for brands like Nautica, Betsey Johnson and Steve Madden. During the first Trump administration in 2019, Baum moved factories from from China to the Philippines, Cambodia, Vietnam and India.

He told CNBC on Wednesday that the reciprocal tariffs would do massive damage to his company.

“This is how you start a global depression. After 80 years and five generations Trump just put us out of business,” Baum said.

— CNBC’s Sarah Whitten, Jason Gewirtz and Eamon Javers contributed to this report.

WASHINGTON — Boeing CEO Kelly Ortberg told senators on Wednesday that he’s happy with the company’s progress improving manufacturing and safety practices following several accidents, including a near catastrophe last year.

Ortberg faced questioning from the Senate Commerce Committee about how the company will ensure that it doesn’t repeat past accidents or manufacturing defects, in his first hearing since he became CEO last August, tasked with turning the manufacturer around.

Sen. Ted Cruz, R.-Texas, the committee’s chairman, said he wants Boeing to succeed and invited company managers and factory workers to report to him their opinions on its turnaround plan. “Consider my door open,” he said.

Ortberg acknowledged the company still has more to do.

“Boeing has made serious missteps in recent years — and it is unacceptable. In response, we have made sweeping changes to the people, processes, and overall structure of our company,” Ortberg said in his testimony. “While there is still work ahead of us, these profound changes are underpinned by the deep commitment from all of us to the safety of our products and services.”

Boeing executives have worked for years to put the lasting impact of two fatal crashes of its best-selling Max plane behind it. 

Ortberg said Boeing is in discussions with the Justice Department for a revised plea agreement stemming from a federal fraud charge in the development of Boeing’s best-selling 737 Maxes. The previous plea deal, reached last July, was later rejected by a federal judge, who last month set a trial date for June 23 if a new deal isn’t reached.

Boeing had agreed to plead guilty to conspiring to defraud the U.S. government, pay up to $487.2 million and install a corporate monitor at the company for three years.

“We’re in the process right now of going back with the DOJ and coming up with an alternate agreement,” Ortberg said during the hearing. “I want this resolved as fast as anybody. We’re still in discussions and hopefully we’ll have a new agreement here soon.”

Asked by Sen. Maria Cantwell, the ranking Democrat on the committee, whether he had an issue with having a corporate monitor, Ortberg replied: “I don’t personally have a problem, no.”

Ortberg and other Boeing executives have recently outlined improvements across the manufacturer’s production lines, such as reducing defects and risks from so-called traveled works, or doing tasks out of sequence, in recent months, as well as wins like a contract worth more than $20 billion to build the United States’ next generation fighter jet.

But lawmakers and regulators have maintained heightened scrutiny on the company, a top U.S. exporter.

“Boeing has been a great American manufacturer and all of us should want to see it thrive,” Sen. Ted Cruz, a Texas Republican and chairman of the committee, said in a statement in February announcing the hearing. “Given Boeing’s past missteps and problems, the flying public deserves to hear what changes are being made to rehabilitate the company’s tarnished reputation.”

The Federal Aviation Administration last year capped Boeing’s production of its 737 Max planes at 38 a month following the January 2024 door plug blowout. The agency plans to keep that limit in place, though Boeing is producing below that level.

Ortberg said at the hearing Wednesday that the company could work up to production rate of 38 Max planes a month or even higher sometime this year, but said Boeing wouldn’t push it if the production line isn’t stable.

Acting FAA Administrator Chris Rocheleau said at a Senate hearing last week that the agency’s oversight of the company “extends to ongoing monitoring of Boeing’s manufacturing practices, maintenance procedures, and software updates.”

United Airlines plans to add daily flights to Vietnam and Thailand in October, further expanding the network for the U.S. carrier that already has the most Asia service.

In the expansion, United is using a tactic that’s unusual in its network: Its airplanes from Los Angeles and San Francisco that are headed for Hong Kong will then go on to the two new destinations. The Bangkok and Ho Chi Minh City, Vietnam, service is set to begin on Oct. 26.

On Oct. 25, United plans to add a second daily nonstop flight from San Francisco to Manila, Philippines, and on Dec. 11, it will launch nonstops from San Francisco to Adelaide, Australia, which will operate three days a week.

The carrier has aggressively been adding far-flung destinations not served by rivals to its routes, like Nuuk, Greenland, and Bilbao, Spain, which start later this year. Getting the mix right is especially important as carriers seek to grow their lucrative loyalty programs and need attractive destinations to keep customers spending.

Bangkok, in particular, “is in even more demand now given the popularity of ‘White Lotus,’” Patrick Quayle, United’s senior vice president of network and global alliances, said of the HBO show.

He said the carrier isn’t planning on cutting any international routes for its upcoming winter schedule.

Tesla reported 336,000 vehicle deliveries in the first quarter of 2025, a 13% decline from a year ago, two days after the electric vehicle company’s stock wrapped up its worst quarter since 2022.

Here are the key numbers:

Investors were expecting Tesla to report deliveries of between 360,000 and 370,000 vehicles, according to StreetAccount. Tesla’s investor relations team sends a company-compiled consensus to select analysts, and said the average estimate was for around 377,590 deliveries. Prediction market company Kalshi on Tuesday released a forecast for Tesla deliveries of 352,000.

In the first quarter of 2024, Tesla reported 386,810 deliveries, and production of 433,371 vehicles.

Deliveries are the closest approximation of vehicle sales reported by Tesla but are not precisely defined in the company’s shareholder communications.

Tesla doesn’t break out sales and production by model or region. However, the company said that it produced 345,454 of its most popular Model 3 and Model Y cars and delivered 323,800 of them in the three months ending March 31.

The company reported 12,881 deliveries of its other models, including its angular steel Cybertruck.

During the quarter, Tesla faced planned, partial shutdowns in some of its factories that allowed the company to upgrade manufacturing lines to start producing a redesigned version of its popular Model Y SUV.

CEO Elon Musk recently said during an all-hands session with Tesla employees that he expects the Model Y to be the “best-selling car on Earth again this year.” 

But Tesla has to contend with an onslaught of EV competition and reputational damage. In the first quarter, the company was hit with waves of protests, boycotts and some criminal activity that targeted Tesla vehicles and facilities in response to Musk’s political rhetoric and his work as part of President Donald Trump’s second administration.

After spending $290 million to help return President Donald Trump to the White House, Musk is leading the Department of Government Efficiency (DOGE), where he’s slashing costs, eliminating regulations and cutting tens of thousands of federal jobs.

Musk, the world’s wealthiest person, has also involved himself in European politics, promoting the anti-immigrant AfD party in Germany in February’s elections. Tesla’s business on the continent is struggling.

Across 15 European countries, Tesla’s market share declined to 9.3% in the first quarter from 17.9% in the same period a year earlier, according to data tracked by EU-EVs.com. In Germany, Tesla’s market share in battery electric vehicles plummeted to 4% from about 16% over that stretch.

Sales of Tesla’s electric vehicles made in China came in at 78,828 in March, slumping 11.5% year-on-year, according to data from the China Passenger Car Association released Wednesday. The company is facing rising competition in the region from EV makers such as BYD.

Tesla shares sank 36% in the first quarter, their steepest drop since the fourth quarter of 2022 and third-biggest decline in the company’s 15 years on the public market. The drop wiped out $460 billion in market cap.