Brazilian franchise brands continue to keep an eye on the Portuguese and European markets. Expofranchise, the largest fair in the sector in Portugal, has the Brazil Pavilion, dedicated exclusively to brands from Brazil. The event, promoted by the Portuguese Franchising Association, started this Friday, October 17th, and continues this Saturday, October 18th, with free entry.
At the Brazil Pavilion, which has the support of the Brazilian Embassy in Lisbon, there are eight brands in the international expansion phase. “Portugal is a very attractive and important market for Brazilian brands that want to expand into the European market. Here it is a gateway to other countries”, he told DN Brazil Bruno Amado, international project manager at the Brazilian Franchising Association (ABF).
In addition to the fair, the business mission in Lisbon included workshops on internationalization and technical visits. In Bruno’s view, Brazilianness is a differentiator. “In the European and Portuguese markets, specifically, there is the appeal of tropicality and sympathy for everything that comes from Brazil. Brazilian companies have to bet on this differentiator of Brazilianness”, he explains.
One of these expanding brands is Jah, an açaí and frozen sweets franchise. In December, the first store will be opened in Portugal, which will be in Lisbon. “We are going to bring the self-service experience, in which the customer has the freedom to choose the pot they want, the products they want, complement the toppings and regret. The idea of weighing is to allow a lower average ticket, because today other brands have a very high average ticket for this type of product”, CEO Diego Dutra highlights to the newspaper.
Although açaí is no longer new in Portugalthe businessman believes that, in addition to the price, Jah will bring other differences related to health. “We have zero açaí, natural yogurt and ice creams in various flavors, without dyes, without preservatives and without hydrogenated fat”, he adds. The first franchise in Lisbon is a bet by a Brazilian businessman who lives in the Portuguese capital.
Another brand on display is New Shoes, a laundry specializing in sneakers. “In addition to renewing shoes, we offer a service focused on sustainability, with recovery and increasing the useful life of shoes”, explains founder Raphael Quadros.
In the absence of tanks in Portugal — more common in Brazil —, the proposal is a practical alternative to keeping sneakers white. According to the businessman, there is also a tendency, including in Brazil, not to wash clothes and shoes at home. “This type of domestic service is increasingly out of favor. That’s why our product is so innovative — we even won the award for the most innovative franchise in Brazil last year”, he highlights. With an eye on the European market, Raphael plans to open a distribution center for all of Europe.
According to data from Portuguese Franchising Associationthe number of Brazilian brands with a presence in Portugal through the franchising model increased 68% in the last five years. The total went from 41 companies in 2020 to 69 em 2024.
amanda.lima@dn.pt
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