Spanish Fashion Brands Drive International Franchise Expansion

Madrid, Spain – February 17, 2026 – Spanish fashion brands are leading the charge in the international expansion of the country’s franchise sector. According to a recent report, “The Spanish Franchise in the World 2025,” presented by the Spanish Franchise Association (AEF), Spanish franchises collectively operate 18,929 establishments across 139 countries. Fashion brands account for the largest share, with 8,886 stores internationally.

Growth in International Franchising

Currently, 314 Spanish brands have expanded internationally through franchising, a 0.96% increase from the previous year, adding three new brands to the total. Although the number of countries with a Spanish franchise presence has slightly decreased to 139, the total number of international establishments has increased by 32. This indicates a strategy of consolidating growth within existing markets rather than aggressively pursuing new territories.

Fashion Dominates the Franchise Landscape

The fashion sector remains the dominant force in Spanish franchise internationalization, representing 72 brands – 23% of the total – and nearly half of all international establishments. This is significantly higher than the representation of hospitality (62 brands) and beauty & health (35 brands). In 2024, there were 71 fashion brands with a presence abroad, a slight decrease, but the percentage of the total remained consistent at 23%.

Strategic Shift Towards Established Markets

The AEF report highlights a shift in strategy, with franchises focusing on growth within established markets. This trend is attributed to geopolitical uncertainty and trade tensions, prompting companies to prioritize lower-risk environments. This approach contrasts with a previous emphasis on rapid expansion into numerous countries.

Partner Selection is Key to Success

Estefanía Martínez, marketing director of the Miramira jewelry brand, emphasized the importance of selecting the right partner for international expansion. “It is time to head out when they ask you; in our case our partners called us to replicate our business in their country, in many cases recommended by our other franchisees in other countries,” Martínez stated during a round table discussion hosted by the AEF. She cautioned against rushing into international ventures and stressed the need for careful evaluation and partner selection.

AEF’s Role in Supporting Franchises

The Spanish Franchise Association (AEF) plays a crucial role in supporting the growth and ethical operation of the franchise system in Spain. As a member of the European Franchise Federation (EFF) and the World Franchise Council (WFC), the AEF promotes franchising and ensures compliance with the European Code of Ethics for Franchising. Learn more about the AEF.

Key Takeaways

• Spanish franchises operate 18,929 international establishments in 139 countries.
• Fashion brands lead international expansion, accounting for 47% of all international stores.
• There are currently 314 Spanish brands operating internationally through franchising.
• Franchises are increasingly focusing on growth within established markets due to geopolitical factors.
• Strategic partner selection is critical for successful international expansion.