Assofranchising: 41% of brands are already present abroad, while 20% will do so in the next 3 years

According to the Assofranchising Italy Report 2026 produced by Patrigest together with Teha Group, growth and internationalisation are confirmed as two of the main development drivers of franchising.

Presence abroad

The report, presented at Salone Franchising Milano 2026, shows that presence abroad increases with the size of the network – it concerns 56% of large brands, 49% of medium-large brands and 47% of medium-sized brands – but it is also significant among smaller businesses. In fact, 42% of medium-small networks and 37% of small networks are already present abroad. This phenomenon confirms that franchising can represent a tangible lever for growth and access to new markets, including for companies that do not have a large international structure, enabling them to enhance their brand and business model through their franchisee network. The sectors driving international expansion are above all clothing (58%), food service (56%), furnishings (55%) and personal care (53%).

“Italian franchising is looking increasingly beyond national borders. 41% of brands are already present in foreign markets, while a further 20% plan to begin an international expansion process over the next three years,” said Assofranchising president Massimiliano Maffioli in his opening remarks. “Internationalisation represents a strategic prospect for many networks, which must nevertheless engage with different markets, regulations and consumer models. This is why it is important to build an increasingly international dimension for franchising, capable of fostering relationships, exchanges and tangible opportunities to support Italian businesses in foreign markets.”

The role of the Eff

Growing abroad nevertheless means facing markets with different rules, characteristics and dynamics, and therefore requires not only a replicable business model, but also the ability to build reliable local relationships. It is precisely in this area that the network of the European Franchise Federation (Eff), of which Assofranchising is a member, can provide support for companies interested in developing in Europe.

“The Eff brings together 20 national associations, and when discussing internationalisation, one of the most important elements to consider is precisely the diversity of individual markets, especially from a regulatory and legal perspective,” explains Alisdair Gray, executive director of the European Franchise Federation (Eff). “There is no single European legislation on franchising, and requirements can vary significantly from country to country. Therefore, when entering a new market, it is essential not to do so alone. The role of associations is to provide market intelligence, support on legal matters and, above all, facilitate the building of relationships and a local network. In franchising, trust is a fundamental element in building lasting partnerships.”

The competitive advantage of Italian brands

According to the European Franchise Federation, Italian brands start from an important competitive advantage. “Italy is currently among the five leading European franchising markets, together with France, Spain, the United Kingdom and Germany. When discussing expansion abroad, it is important to identify the market best suited to your brand. Italian brands start from an important competitive advantage. In the fashion, beauty, wellness and food sectors, they are perceived as modern, distinctive and strongly associated with a lifestyle. To tackle expansion abroad, financial solidity, a team ready to support growth and, above all, a strong and recognisable brand identity are needed,” emphasises Matthias Lehner, president of the European Franchise Federation (Eff) and of Bodystreet.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.