Parfois conquers the world: Franchise route to international expansion

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

After opening its first store on Porto's main commercial street in 1994, the fashion accessories specialist Parfois soon began its expansion into Portuguese shopping centers, offering a wide range of products from shoes and hats to jewellery, handbags and purses. Less than 20 years later and the company not only has stores in Portugal, Spain and France, but also in the Philippines, Saudi Arabia, Egypt, Canary Islands, Mozambique, Russia, Romania, Jordan, Oman and Angola – and that is by no means an exhaustive list of countries “conquered” by this relatively small European retail brand. Rapid expansion has been helped by the company's strategy of being willing to open own stores in the western European markets, where it feels comfortable, and letting partners assume the investment risk elsewhere.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to digest format.

Citation

(2014), "Parfois conquers the world: Franchise route to international expansion", Strategic Direction, Vol. 30 No. 2, pp. 21-23. https://doi.org/10.1108/SD-02-2014-0012