Steven Madden Ltd. is accelerating plans to shift production out of China after Donald Trump’s victory in the U.S. presidential election raised the odds of increased tariffs on imported goods. The shoe retailer now aims to reduce goods manufactured in China by 40 percent within the next year, up from its prior target of a 10 percent reduction. “As of yesterday morning, we are putting that plan into motion,” CEO Edward Rosenfeld told analysts on an earnings call last Thursday.

Consumer companies are racing to get ahead of potential tariffs and warning about the impact they may have on the price of everyday products. Trump has threatened to slap a 60 percent tariff on goods imported from China, and as much as 20 percent on items from other countries, to encourage more domestic manufacturing. U.S.–based companies have long relied on Chinese factories because they can produce goods more cheaply.