Brazilian brands step up franchise expansion in Portugal

Portugal is serving as a European launchpad for Brazilian brands looking to grow through franchising. Total Clean, Anjos and Depil Express are at different stages: an established cleaning operation, a mattress brand seeking its first franchisee and a hair removal chain planning new openings in Lisbon.

Total Clean already has three units in Portugal

According to a DN Brasil report published on 23 October 2026, Total Clean has three units in Portugal, all run by Brazilian franchisees. The cleaning company began its international expansion in the Portuguese market two years earlier, having developed its business in Brazil, where it has a ten-year history.

The brand’s business model does not require dedicated premises. This sets it apart from operations that depend on a shop open to the public and was highlighted in the report as a way of simplifying the business.

Portugal is not, however, Total Clean’s only international focus. The company is also seeking to expand its operations in Spain, which the report identified as a major destination for Brazilian migrants.

This places Portugal at the start of the brand’s international expansion. For Portugal’s franchise sector, the concrete fact is that three units are operating, rather than merely a stated intention to enter the market. The ambition to grow in Spain represents a separate expansion effort and should be distinguished from the operation already established in Portugal.

Anjos seeks its first Portuguese franchisee

Mattress brand Anjos has chosen Portugal as its entry point into Europe. The brand already exports products to the country but is still seeking its first Portuguese franchisee, according to comments made by director Leonardo dos Anjos to DN Brasil.

He said the team and sales processes were in place to sell in Portugal. Participation in Expofranchise 2026 in Lisbon was presented as an opportunity to find the partner needed to take that next step.

Leonardo dos Anjos also mentioned interest from potential partners, with whom the company intended to hold discussions and explore business opportunities. These expressions of interest do not, however, amount to a signed agreement or an opened unit.

This distinction matters when assessing the brand’s position: product exports already provide a commercial link with Portugal, while establishing a local franchise operation remains at the stage of finding and selecting a partner. The report gives no date for the first opening.

Depil Express prepares to enter Lisbon

Depil Express has followed a third path. The hair removal brand, which focuses on male customers, particularly facial hair removal, already had six units open in Portugal at the time of the report: four in Porto and two in the Algarve.

Rather than simply transferring an existing concept to another market, Depil Express is presented in the report as an example of a business model designed specifically for Portugal. Its initial rollout therefore combines a specialist customer focus with a presence in two parts of the country.

Lisbon was the next announced step. According to comments gathered by DN Brasil, three openings in the capital were planned for the week following publication on 23 October.

This was an announced schedule, not confirmation that the openings had taken place. The six existing units and the three planned units should therefore be presented separately. The plan points to a wider geographical footprint for the chain, but the new openings require subsequent confirmation.

Three paths, different investment decisions

These Brazilian brands’ participation in the Lisbon exhibition illustrates different approaches to Portugal’s franchise sector. Total Clean is seeking growth from an existing operation; Anjos is trying to find its first partner; and Depil Express is announcing new locations after establishing itself in Porto and the Algarve.

For prospective franchisees, these differences should guide the questions they put to each brand. It is important to distinguish an operating unit from a planned opening, and a presence through exports from a local franchise network.

Practical takeaway: before proceeding, confirm the actual stage of the Portuguese operation and request information on the support available, investment terms and the timetable for getting the business up and running.