Italian franchising: 20% of brands plan to expand abroad

Italy’s franchising sector is looking beyond its borders: at least 20% of brands intend to expand abroad over the next three years. The figure comes from an Assofranchising study presented at the 39th Salone Franchising Milano trade fair and reported by Il Sole 24 Ore on 2 October 2026. These plans build on an already established international presence: 41% of Italian chains operate outside Italy.

International expansion features in Italian networks’ plans

The figure for the next three years describes an intention to expand, not openings that have already taken place. This distinction matters when interpreting the news: the study captures both Italian chains’ current overseas presence and brands’ future ambitions. The reported figures do not, however, specify how many new outlets will open or which destinations will attract investment.

The 20% of brands with international plans and the 41% of chains already operating abroad should therefore not simply be added together to calculate a future share. These are two separate measures: one concerns plans, the other an existing presence.

The study was presented at the trade fair organised by Fiera Milano at Allianz MiCo, running until 3 October. For the franchising sector, the key theme was growth that extends beyond the domestic market, with international expansion explicitly included in brands’ plans.

Clothing and food service lead the way

According to the Assofranchising study, international expansion is driven mainly by clothing, food service, furnishings and personal care. The reported percentages are 58%, 56%, 55% and 53% respectively. The overseas presence of large-scale retail chains is more limited, at 9%.

The findings reveal marked differences between the sectors represented in franchising. Clothing leads the group cited, but food service and furnishings are close behind; personal care also exceeds 50%. Large-scale retail stands at a significantly lower level.

These figures are neither sales growth rates nor counts of new openings. They describe the international profile of the different sectors and provide context for the overall figure for Italian chains already operating abroad. On their own, they cannot establish which national market offers the best opportunity for a new franchise or which business format delivers better results.

Set against a weak domestic market

The overseas plans come against a backdrop of continued weakness in Italian consumer spending. According to the Confimprese-Jakala Retailer Barometer cited by Il Sole 24 Ore, demand fell by 0.6% in the first eight months of 2026. Like-for-like sales growth of 0.7% is forecast for the full year, compared with the 0.4% forecast at the start of 2026.

The reference to like-for-like sales is essential: it distinguishes sales performance from expansion through new shops. A network can continue investing in openings while facing sluggish demand.

Consumer spending trends help explain the context in which expansion plans are drawn up, but they do not prove that weakness in Italy is driving overseas projects. The Assofranchising study and the Confimprese-Jakala barometer offer different perspectives, which should be considered together without conflating their scope.

Opening plans look beyond short-term conditions

On investment, Confimprese president Mario Resca reports that 86% of its member companies are maintaining the opening plans set out at the start of the year, while 14% will scale them back. Brands plan their expansion over three to five years, looking beyond short-term fluctuations in consumer spending.

This figure must also be understood within its scope: it concerns Confimprese members and does not automatically represent all Italian franchise brands. For franchise networks, Federfranchising also reports an 8% increase in outlet numbers over the past year, adding to the picture of resilience described by the newspaper.

Practical takeaway: anyone considering a franchise should distinguish between an established overseas presence and projects yet to be delivered. Before deciding, ask the network which openings are confirmed, what the timetable is and what support franchisees will receive. International ambition is a starting point, not a guarantee of success.