Breville Group Ltd (ASX: BRG) shares are $35.23, up 1.29%, on Tuesday.
The Australian kitchen appliances manufacturer is outperforming the market today, with the S&P/ASX 200 Index (ASX: XJO) up 0.11%.
Breville designs, manufactures, and distributes kitchen appliances, such as coffee machines and blenders, across the world.
On The Bull, Blake Halligan from Catapult Wealth said he has a sell rating on Breville shares due to the recently implemented US tariffs.
Breville makes about 90% of its products, by value, in China, and the rest is manufactured in the European Union, Mexico, and Taiwan.
Breville sells about 45% of its inventory in the US.
Halligan says the US tariffs could result in "significant headwinds" for the ASX 200 consumer discretionary share.
Not only might tariffs dig into Breville's profits, they may also lead to slower economic growth worldwide if they reignite inflation.
Halligan explains his sell rating on Breville shares:
Any global economic slowdown may cut consumer spending and impact Breville sales.
BRG should continue paying a modest dividend.
But the US tariff outlook constantly changes and creates uncertainty.
Image source: Getty Images
How will US tariffs impact Breville?
When US President Donald Trump first announced the reciprocal tariffs in April, Breville shares were among the worst hit on the day.
Breville was among the first ASX 200 companies to issue a statement about how the new US tariffs may impact its business.
At the time, the US had announced a 34% reciprocal tariff on imports from China, 20% for the European Union, and 32% for Taiwan.
Goods from Mexico that complied with the United States-Mexico-Canada Agreement (USMCA) remained exempt, while most non-compliant USMCA goods would have a 25% tariff.
At the time, Breville said it was already "well progressed" on a project to diversify its manufacturing base.
Breville said it had been considering Indonesia and Cambodia as potential new manufacturing locations, as well as expansion in Mexico.
In April, the US announced a 32% tariff on Indonesia and a 49% tariff on Cambodia.
Breville said it would monitor the situation and make decisions as the US tariff policy evolved.
And evolve it did.
Breville benefits from revised tariffs
Earlier this month, the US released a revised list of reciprocal tariffs after the President negotiated several deals.
The 34% tariff for China remained in place, as did the arrangements with Mexico.
But the tariffs in all the other nations relevant to Breville's existing manufacturing facilities and potential future locations fell.
This was positive news for Breville, although the company will still be impacted by the tariffs to some extent.
The US reduced the reciprocal tariff on the European Union from 20% (and a threatened 30%) to 15%.
The US also reduced the tariff on Taiwan from 32% to 20%.
Indonesia's tariff dropped to 19% from 32%.
Cambodia got a big cut, down from 49% to 19%.
There have been no further statements from Breville about US tariffs since that initial response in April.
Some analysts are positive on Breville shares
Morgan Stanley analysts have retained their overweight rating on Breville shares. They have a 12-month price target of $36.50.
The broker believes any impact from US tariffs will be manageable because Breville has options to offset the new costs through price increases, altering the product mix, and implementing cost efficiencies.
UBS also has a buy rating on Breville shares with a price target of $35.50.
What's next for Breville shares?
According to our earnings season calendar, Breville will release its full-year FY25 results on Wednesday, 20 August.
It's likely that Breville's CEO, Jim Clayton, and Group CFO, Martin Nicholas, will face questions about the tariffs during an investor and analyst call scheduled on the day.
The Breville share price has risen by 23% over the past year.
