Franchising: the number of people investing abroad is on the rise

At least 20 per cent of Italian franchise brands intend to expand abroad over the next three years, joining the 41 per cent of Italian chains already operating across the border. This is according to a study by Assofranchising presented during the 39th edition of the Salone Franchising Milano, a leading event for the franchising and retail sectors, organised by Fiera Milano and running until 3 October at the Allianz MiCo. There are 121 brands at the exhibition, including 15 international brands from 11 countries exhibiting at the event.

“Internationalisation represents a strategic opportunity for many networks, which are, however, faced with different markets, regulations and consumption patterns,” warns Massimiliano Maffioli, president of Assofranchising. “ “It is important to develop an increasingly international dimension to franchising, one capable of fostering relationships, exchanges and tangible opportunities to support Italian businesses in foreign markets.” The sectors driving international expansion are primarily clothing (58 per cent), catering (56 per cent), furniture (55 per cent) and personal care (53 per cent). By contrast, the cross-border presence of large-scale retail is more limited, standing at 9 per cent.

According to the Confimprese-Jakala Retailer Barometer, the Italia retail sector remains weak, with sales expected to grow slightly by +0.7 per cent on a like-for-like basis by the end of the year, compared with +0.4 per cent at the start of 2026. “The figures tell us that the problem today is not the retail sector,” comments Mario Resca, president of Confimprese, “but the climate of confidence in the country. What is lacking is the peace of mind needed for households to resume spending with a medium-term outlook. The development plans of our member base confirm an expanding network that looks beyond the current economic climate. 86 per cent of companies are confirming the store openings estimated at the start of the year, whilst only 14 per cent will scale them back.” The retailers’ development plans confirm a long-term strategic focus: the majority continue to invest in strengthening their market presence, with companies planning new openings with a three- to five-year outlook. This explains the discrepancy between the fluctuating trend in consumer spending and the forecasts for new store openings both in Italia and abroad.

The value of the modern retail sector in Italia stands at 39 billion euros, and the sector employs 327,000 people (+12 per cent) across nearly 62,500 outlets. Like all retail businesses, franchise networks are nevertheless exposed to weak demand, which, according to the Confimprese-Jakala Retailer Barometer, fell by 0.6 per cent in the first eight months of 2026. Looking at the overall trend, however, franchising appears slightly more resilient than the general trend in the retail sector. The resilience of franchised businesses is also confirmed by Federfranchising, which has put the growth in retail outlets over the past year at 8 per cent.

Among the retailers planning to open new outlets in the coming months is Facile.it, with physical stores where consumers can compare offers on mortgages, loans, car insurance, electricity and gas supplies, long-term car hire and credit cards under its own brand. “We currently have 290 shops across the country, and by the end of the year we will have reached 307, including both directly-operated and franchised outlets,” says Eugenio De Marco, Managing Director of Facile.it’s physical retail channel. “During the quarter, new openings will be concentrated in Piedmont and the South, with around sixty outlets across Puglia, Calabria, Campania, Molise and Abruzzo – regions where we have a smaller presence but where we offer advisory services both in person and over the phone.”