Raising franchise standards in Italy

Italy’s modern franchise story took shape in the early 1970s. Gamma di’s launch of 55 stores on 18 September 1970 is recognised by the Italian Franchise Association as a starting point. Assofranchising was founded in 1971, giving the developing franchise community a national association. Expansion gathered pace during the late 1980s, driven by food, fashion and retail businesses, before networks continued to grow through the 1990s.

A further milestone came in 2004, when Italy introduced a dedicated franchising law. Today, franchising spans retail, clothing, food service and services, with Italian brands forming a substantial part of its identity. Sales at franchised outlets reached €39 billion in 2025, while employment exceeded 327,000 people. Assofranchising remains part of the national business landscape, and Salone Franchising Milano brings brands and franchise associations together.