Fraiche plans more than 300 new franchises in Mexico in 2027

Fraiche plans to open more than 300 new franchise outlets in Mexico during 2027, with a strategy focused primarily on the north of the country. Diana Laura Bojórquez, the company’s director of public relations, told El Economista that the target would double the pace of expansion reported for 2026, when the brand added more than 150 franchises.

Northern Mexico is the next growth priority

The fragrance retailer, which has operated in Mexico for 30 years, has more than 1,000 outlets across its company-owned and franchised network. Most of its outlets are currently concentrated in central Mexico, while the north is one of its main expansion targets.

In the report published on 7 November 2026, Bojórquez linked the company’s performance to strong domestic demand for fragrances. Growing interest in affordable fragrances and the use of the franchise model were identified as drivers of that growth.

“This year, we expanded by more than 150 franchises, which says a great deal about the state of the market in Mexico. For 2027, we expect to grow at twice that rate: in other words, more than 300 new franchises, mainly in the north of the country,” she said.

The figure is an expansion target, not a count of outlets already opened. For the franchise sector, the announcement sets out both a commercial goal and a geographical priority: extending the brand’s presence beyond the region where most of its outlets are currently located.

An estimated investment of MXN 2.3 million

According to Bojórquez, opening a Fraiche outlet requires an estimated investment of MXN 2.3 million (Mexican pesos). She put the estimated payback period at 12 to 15 months.

Both figures are indicative estimates supplied by the company. The investment amount is approximate and the payback period is a projection, so neither should be treated as a final budget or a guarantee of performance at any given location.

Prospective franchisees should request a breakdown of the investment and the assumptions used to calculate the payback period. It is worth comparing the proposal with the costs of the chosen premises, operating requirements and projected sales in the specific local market.

The distinction between a general forecast and an outlet-specific assessment is particularly important when a company plans to expand in a priority region. The national target indicates the direction of expansion; the assessment of each outlet should help determine whether a particular location is suitable.

Fit-out and supplier support

Franchising is one of Fraiche’s main routes to expansion. According to Bojórquez, its support includes help with sourcing high-quality suppliers and a complete fit-out of the retail premises.

“We provide them with practically everything. We help them source high-quality suppliers and fully fit out their premises so they can offer the best of the brand,” she said.

This support forms part of the company’s stated offer for new outlets. Prospective franchisees should turn that description into specific commitments: what the fit-out covers, how supply arrangements work and which responsibilities remain with each party. These are points to clarify before committing funds, rather than additional terms announced by the company.

Jalisco illustrates the mix of company-owned and franchised outlets

Fraiche has more than 200 outlets in the Mexican state of Jalisco. Of these, around 50 to 60 are company-owned shops in Guadalajara, while the remainder operate as franchises across various municipalities in the state.

The figures illustrate how the two formats coexist within the brand. They also clarify the distinction between the size of its overall network and its franchise count: the more than 1,000 outlets nationwide include company-owned shops, whereas the 2027 target refers specifically to new franchises.

Practical takeaway: anyone considering this opportunity should request a proposal for their chosen local market, confirm what the estimated MXN 2.3 million investment covers and review the assumptions behind the projected payback period before investing.