Aquí tu Reforma enters France and Italy with a different expansion model

Aquí tu Reforma is expanding its international presence into France and Italy, but is changing its approach. The home renovation and refurbishment franchise will operate in both countries through commercial offices linked to its Spanish headquarters, rather than the master franchise model it previously used for international expansion.

Commercial offices linked to Spain

According to information published by Alimarket on 22 October 2026, the company plans to use this structure to enter the two new markets. The main difference lies in the relationship with headquarters: the commercial offices will be linked to Spain, unlike the previous approach of expanding through master franchisees.

Leandro Funes, recently appointed managing director of Aquí tu Reforma, believes this model suits the characteristics of France and Italy. He takes on the role after nearly seven years leading the organisation’s finance function.

The change in approach is central to this new phase. Entry into the two countries is not being presented as a straightforward repeat of the previous strategy, but as a move towards a different commercial structure. For those following Spain’s franchise sector, the announcement illustrates how a single brand can adopt different growth models depending on its target market.

First stores planned for 2027

Aquí tu Reforma expects to open its first French and Italian stores in 2027. Rome, Paris, Milan and Lyon are among the cities identified for the rollout and are the main urban centres included in its initial plans.

The company aims to secure around 15 licence agreements in each country by the end of 2027. It also hopes to achieve turnover of €45 million over the next three years, according to the forecasts outlined by Funes.

These figures are expansion targets, not results already achieved. Similarly, the first stores announced for 2027 form part of the planned timetable: the announcement of entry into France and Italy does not mean those premises are already open.

The distinction between a commercial presence, the granting of licences and store openings is particularly important here. The plan combines the establishment of commercial offices with subsequent targets for developing a physical network.

Spain retains a pipeline of store openings

The international expansion comes as Aquí tu Reforma continues to develop its presence in Spain. The company has 60 stores at various stages of the opening process in the Spanish market, alongside a presence in Madrid, Barcelona, Valencia, Bilbao and Gijón.

Andalusia is among its short-term growth priorities. The report also identifies Barcelona as the location of the brand’s most recent opening, in September 2026.

Meanwhile, the company is working towards opening a further 67 stores this year across Spain, Portugal and Latin America. This figure covers a different geographical area from the 60 Spanish stores in the opening pipeline; the two figures should therefore not be added together as though they represent separate groups of new premises.

The rollout in France and Italy thus adds two markets to the expansion of a company with store-opening projects in several countries, with Spain serving as the base for the new commercial offices.

A network of digital licences and physical stores

Aquí tu Reforma currently has 200 digital licences and 147 concept stores across the countries in which it operates. These are two different measures of its presence: digital licences should not be confused with physical premises or counted as additional stores.

The company was founded in 2019 by Francisco Morán and Enric Aparici. Its investors include Iberdrola, through Perseo, Roca Ventures, Banco Sabadell and Organización Corona.

This new phase therefore combines an established network, store openings in progress and a specific operating model for France and Italy. Its progress can be assessed against the timetable for the first stores and the licence targets announced for 2027.

Practical takeaway: anyone considering joining the brand should distinguish between a digital licence, a physical store and a commercial office, and confirm which format and relationship with headquarters apply in their chosen market.